Where’s the next coffee break?
Eight O’Clock will continue to be a value gourmet coffee for consumers. However, a segment that has experienced significant growth is ‘premium gourmet’. While the Eight O’Clock brand is synonymous with value gourmet, research indicates that the Good Earth brand is a fine fit with premium coffee. The growth of premium coffee [14 per cent every year since 2004] and organic coffee [32 per cent a year since 2004] supports consumer desires for products that are great tasting, good for them and good for the environment. Eight O’Clock has leveraged the tremendous equity of Good Earth Tea and introduced Good Earth Coffee, a 100-per cent specialty-grade arabica coffee that is grown organically. In addition to being organic, 20% of the package is derived from a renewable source. Good Earth Coffee has just started hitting store shelves in the US and we are truly excited about the opportunities and future of the brand. In addition to the launch of Good Earth Coffee, the ability to reach new catego
