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PERCOL — NOW OFFICIALLY THE UK’S HOTTEST FAIRTRADE AND ORGANIC COFFEES

31st July 2007

At the 2007 Great Taste Awards, Percol, the Fairtrade and Organic coffee brand has been awarded more gold medals than any other coffee. With a historic 5 individual gold awards this year it takes the total number of Percol awards for quality and taste to 27 since 2002.

Regarded as the industry Oscars, The Guild of Fine Food’s annual Great Taste Awards are the UK’s largest independent evaluation of fine food and drink.

Each year, almost 4,500 foods are blind-tasted by up to three separate teams of experts before the awards are made. Since May there have been nearly two weeks of tasting by over 400 independent judges including Charles Campion and Alex James.

Bob Farrand of the Guild of Fine Food, said: “These awards have been running for 14 years now and are a recognised mark of excellence that consumers can trust and rely on. The winning products have been through a thorough judging process and we are able to assure consumers that the Great Taste logo, which all award winners can use, signifies genuine, proven fine food. It’s not just a supermarket premium marketing slogan that bears almost no relation to the quality of the food in the packet.
Brian Chapman, Founder, Percol said; “The Great Taste Awards are synonymous with excellence in taste, texture and flavour. These are the things which we believe in and have driven us to find the best coffees available for our customers over the last twenty years.”
Percol Coffee works with wine expert Angela Mount to explore the similarities between coffee and wine and the ‘terroir’ — the situation of soil, climate and plant variety in relation to taste. Here’s what she says about the 5 gold winners:
• Fairtrade Organic Latin America, 2** Star Gold rating — A complex range of inter-woven flavours and aromas; treacle toffee, cocoa, liquorice and grapefruit deliver a well-balanced coffee full of character.
• Fairtrade Organic Espresso, 1* Gold rating — Intense and assertive. An attractive bitterness with hints of cream and exotic fruit. (strength 5) RRP 250g at 2.49
• Fairtrade Decaffeinated Colombia, 1* Gold rating - A rich aroma with a hint of nuts. Complex flavours creating a smooth full-bodied coffee with attractive citrus notes on the finish. It tastes so good you’d never know it’s decaf! (strength 3) RRP 250g at £2.49
• Fairtrade Honduras, 1* Gold rating - An appealing sweet fruity aroma. Very well-balanced, good acidity and body with attractive citrus notes on the finish. (strength 3) RRP 250g at £2.49
• Rainforest Organic Colombia, 1* Gold rating - Deep, rich brown flavours in abundance. Delicate smokey notes fused with aromatic spices and chocolate can be detected in the taste and aroma. (strength 3) RRP 250g at £2.49
- Ends -

Notes to editors
Percol coffee has 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.
Percol supports the Coffee Kids Charity which helps small-scale coffee farmers address their own communities' problems with health and education. The charity's enterprise projects can also provide farmers with alternative sources of income so they are no longer totally dependent upon selling coffee to support their families. Helping improve the quality of their lives also brings improvements to the quality of coffee they grow.

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
• Percol Fairtrade and Organic instant coffees bring you all the character and flavour of our ground coffees so that great taste and aroma are always there when you're in a rush to enjoy a hassle-free cup. Available in 100g jars for £2.49
Testimonials for the Great Taste Awards:
‘The GTA represent the gold standard of British food production. They are a sign of the highest quality, where taste is more important than the quick buck.'
Tom Parker Bowles

‘It’s no longer a food trade issue. The British public now demand proven standards. We are giving it!’
Bob Farrand

'The Great Taste Awards is the best benchmark of quality in food today - look for their stamp when you shop' Matthew Drennan, Editor, Delicious Magazine