Big Tick winner

Food Brands Group Ltd - Percol Coffee and Coffee Kids Charity™

BT Cause Related Business Award 2006 supported by the Home Office and in association with the Charities Aid Foundation

Percol, the award-winning brand, has a mission to make 'perfect coffee' through a combination of product quality and ethical commitment to the environment and coffee growing communities. It fulfils this promise by being the corporate supporter of the Coffee Kids™ Charity in the UK and by working under organic and Fairtrade codes of practice.

Processes

The partnership aims to differentiate the Percol brand in the overcrowded coffee market by creating a unique market position, while reinforcing Percol's mission. All money raised will give the families and children of coffee growing communities access to basic facilities such as food, water, healthcare, and education, empowering them to become more sustainable.

Percol Coffee introduced the Coffee Kids™ Charity into the UK and is now the primary sponsor through a Cause Related Marketing partnership. As well as donating a percentage of coffee sales to Coffee Kids, Percol has championed the charity and its work through all aspects of its brand marketing programme.

In November 2004 the company launched a new instant coffee, 'Percol Original', which contributes to Coffee Kids.

Impact

  • Demonstration of Percol's commitment to ethical issues
  • Provided the brand with a unique selling point
  • Growth in Percol's sales of ground coffee
  • Increase in Percol's ground coffee market share
  • Wider distribution of Percol coffee
  • Greater confidence in the Percol brand from the supermarket buyers
  • Increased PR exposure
  • Percol has been able to respond to issues raised by Oxfam's Coffee Rescue Plan – urging coffee companies to take responsibility for the crisis facing coffee farmers
  • Over £176,000 has been donated in total since 1998
  • Raising awareness of ethical issues in the industry whilst promoting the brand and the charity
  • Funding a growing number of health and education projects
  • Helping women in coffee-growing communities build their lives in a way which makes them less dependent on the coffee crop and the price they get

See also

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