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ANGELA MOUNT’S £10 MILLION TASTEBUDS JOINS FORCES WITH MULTI AWARD WINNING COFFEE PERCOL

1st April 2007

Angela Mount, one of the best known and respected experts in the wine industry, whose taste buds were famously insured for £10 million has joined forces with multi-award winning Fairtrade and organic coffee brand Percol.

Angela is known best for her unparalleled tasting skills and for transforming the fortunes of wine buying on the high street. Angela regularly appears on radio including Radio 4’s The Food Programme, Woman’s Hour, Radio London, and BBC local radio. She hosts many of the celebrity Chef’s shows at the BBC Good Food Show and works alongside the likes of Gordon Ramsay, Gary Rhodes and Anthony Worrall - Thompson. Angela has teamed-up with Percol, the pioneering brand of award-winning ethical Fairtrade and organic ground and instant coffee. Her new role will see her pioneer Percol coffee as the new wine to an audience of increasingly sophisticated coffee drinkers.

Angela Mount, comments: “Until recently people have tended to have a fairly simplistic view of coffee and this was mainly geared around strength. The wine industry has played a massive part in increasing people’s experience of taste and really opened up the way for a huge adventure in coffee in the same way as we now look at wine. Coffee is as diverse as wine and there are many similarities between the two. Like with wine, the soil and climate produce different styles and flavours. I find it intriguing and am hugely excited about my new role.”

Angela Mount will bring her wine knowledge and tasting skills to coffee as she unveils a series of initiatives to bring Percol’s “Adventures in Coffee” to life by increasing understanding about its variety of origin coffees. She will unveil a series of educational initiatives during 2007.

Percol has won a total of 22 awards for quality and taste, more than any other coffee. In 2006 it won a Gold Great Taste Awards for its Fairtrade Organic Guatemala Ground and Rainforest Organic Mexico Ground, having already won 2 Golds for coffee in 2005. It also won Gold at the Soil Association’s Organic Food Awards in 2002 and 2003 and in 2006 Percol’s Americano ground coffee won Bronze.

Percol Founder Brian Chapman, who also began his career in the coffee and wine industry says; “We are very lucky to have Angela on board with our new initiative and I am delighted that she will be using her extensive experience to demonstrate the uniqueness of the Percol range. I’ve always held a firm belief that coffee was more than just another beverage you kept in the cupboard. We are passionate about our coffees and are keen to ensure that consumers are being transported through their senses to the very heart of the beautiful Latin American countries where our coffees are grown. Coffee farms are as intriguing and individual as vineyards. There are many similarities between fine wine and quality coffee so we have also included tasting notes on our packs like you would find on wines.”

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For further press information and photography please contact Mary Jane Greenhalgh or Helen Trevorrow on 020 7228 7453

Notes to editors
At Percol we have been exploring the world, discovering the best quality coffee beans and the most delicious flavours for twenty years. Percol is run by coffee lover and founder Brian Chapman and supports the Coffee Kids Charity which establishes sustainable projects to improve the lives of those dependent on coffee farming. Projects include education, health-care and developing alternative sources of income. To date Percol has given $400,000 to Coffee Kids.
Visit www.percol.co.uk for more details on the Percol range and for further information about Coffee Kids please visit www.coffeekids.org

The Percol range
• Percol Fairtrade Organic Ground Coffees come from a variety of single origin sources available in 250g size and retail at £2.49
• Percol also produces non-organic Fairtrade Colombia Ground Coffee in 250g for £2.49 and has a number of other coffees from around the world. Please see www.percol.co.uk