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Sophisticated Irish coffee drinkers lure the UK’s pioneering Fairtrade coffee to launch in Ireland
26th February 2007
Percol, the multi award winning coffee brand is launching for the first time in the Republic of Ireland. The, individual range of quality coffee made from 100% Arabica beans is available to buy in the Irish Republic, from February 2007. Percol’s origins lie in Fairtrade and organic coffee, but its heart lies in adventure, which is emulated in the vast range of innovative coffees available; from Rainforest Mexico to Espresso or Americano, there is a coffee to suit every palate.
This quality range has been borne out of a desire to meet the needs of Irish consumers’ more refined palates and a growing interest in coffee. Percol believes coffee is where wine was twenty years ago. Irish coffee drinkers have moved on from blended coffees and are now willing to explore different regions in their quest for a high quality tasting coffee.
Mark Dorman, Marketing and Business Development Director of RHM in Ireland comments: “Percol is ideally suited to Ireland’s young and sophisticated market. Customers have really embraced Fairtrade and organic coffee, which is seeing phenomenal growth and popularity. The quality and taste of Percol’s coffee makes it stand out from any competitor Fairtrade or not.”
Percol has explored the different regions in Central and South America and from these regions, the finest Arabica beans are selected from small plantations. These beans are then taken by a team of tasters to be roasted. This is done with the utmost of care to bring coffee drinkers a premium tasting coffee and the Percol range has won twenty two awards. Percol coffee comes from different regions and to help the coffee drinker explore the new range, tasting notes and information about each of the regions is on the back of every pack helping to transport the coffee drinker on their very own adventure in coffee.
Percol has also launched a new website with dynamic interactive content specially developed to bring to life the countries and regions which make up the essence of Percol’s adventures at www.percol.co.uk . Viewers are encouraged to have an adventure in coffee and to explore new varieties and countries. The content draws on the parallels between fine wine and coffee, illuminating the vagaries of different regions in taste and flavour, emphasising the role of soil, environment and climate in relation to taste.
Percol is run by owner and Founder Brian Chapman, who says; “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 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 about the different flavours - many of which are borne from the types of surroundings they originate from.”
From early on, Percol’s vision has been to create an ethical brand using high quality coffee beans while showing a responsibility to the growers and their environment. Percol is a strong supporter of the Fairtrade foundation 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 the equivalent of $400,000 to Coffee Kids.
Percol coffee is available through at all good supermarkets and at www.percol.co.uk.
