KAILUA KONA, HAWAII, December 17, 2012
The Kona Coffee Farmers Association (KCFA) has awarded an Honorary Membership to Trader Joe’s Company in recognition Trader Joe’s contribution to the “fair marketing” of 100% Kona Coffee.
While shopping at a Trader Joe’s store in Seattle, one of KCFA’s members came across and purchased box of “TRADER JOE’S KONA COFFEE CREAMY HALF-DIPPED SHORTBREAD COOKIES”. After finishing the cookies and rating them “superb”, he forwarded the box to the KCFA with a suggestion that Trader Joe’s be recognized for two elements from the label: the listing of “100% Kona Coffee (Ground)” as the coffee flavoring in both the shortbread cookie and the Kona coffee coating; and the following description prominently displayed on the package:
“The Kona district of the Big Island of Hawaii is known for many things: a major athletic competition, active volcanoes, and perhaps most of all, its coffee. Kona Coffee, grown exclusively along the slopes of two volcanoes, is among the world’s most sought-after coffees.
Trader Joe’s Kona Coffee Creamy Half-Dipped Shortbread Cookies are rich, buttery cookies blended with Kona coffee. Gilding the cookies – half of each cookie, actually–is a sweet, creamy icing, also studded with ground Kona coffee. Complete the picture and add a cup of your favorite coffee – perhaps Kona?”
KCFA also understands (and the Trader Joe’s coffee buyer has confirmed) that only 100% Kona ground and whole bean coffee—and not 10% Kona blends—is offered for sale to specialty coffee gourmands at Trader Joe’s stores.
In response to this information, the KCFA Board of Directors at its November meeting voted to recognize Trader Joe’s commitment to 100% Kona Coffee and adopted a formal resolution awarding an Honorary Membership in the Kona Coffee Farmers Association. A copy of the resolution is attached. The award was made in accordance with a provision of the Association’s by-laws that provides “organizations that contribute to the objectives of KCFA may be awarded Honorary Memberships, in recognition of their contribution.”
KCFA President Cecelia Smith observed, “The KCFA is delighted to award this Honorary Membership to Trader Joe’s in recognition of its contribution to the reputation of 100% Kona Coffee. The use of ground 100% Kona coffee as the coffee flavoring ingredient in the company’s “Kona Coffee Creamy Half-Dipped Shortbread Cookies” demonstrates a commitment to marketing integrity. We also recognize and appreciate that Trader Joe’s offers for sale only 100% Kona coffee—and not deceptively labeled “10% Kona blends”. It is clear to us that Trader Joe’s strives to offer the finest products to its customers—including genuine Kona coffee”