The US mainland receives numerous farm exports from the islands of Hawaii. In 2008, Hawaii cattle exports topped the charts, followed by nursery exports, then sugar/molasses and finally seed exports. A lesser-known export from Hawaii includes coffee, more specifically, Kona coffee. In fact, Hawaii is the only US state that produces the most coffee.

According to the USDA, Hawaii coffee production for the 2009-2010 season is estimated at 8.00 million pounds (parchment basis). It is also reported that this estimated amount is down 8% from the previous year due to dry weather in Kona, insect hurt and volcanic smoke.

Kona is located on the Huge Island of Hawaii in the well-known Kona Coffee Belt. The Huge Island offers the most acreage of coffee farming although there is also acreage on other islands such as Kauai, Oahu and Maui. There are approximately 600 coffee farms on the Huge Island. Most of the Kona production is prime or better. It is mainly cultivated and harvested by hand and the belt offers superior growing conditions for the beans.

Hawaii’s coffee industry has really been in existence since the 1800′s. According to the Hawaii Coffee Association, coffee trees arrived in Hawaii in the early 1800s on a British warship. The trees originally came from Brazil. The industry has experienced ups and downs due to insects and economics, but in the last 10 years, it has really expanded. There are numerous farms that have become tourist attractions with tours of the plantations and operations to learn coffee how coffee is grown and prepared, from seed to cup.

The growing and cultivating of Kona coffee starts with the growing phase. The Kona coffee plant will start to produce small white flowers usually in January. Those flowers will become coffee berries that start out green and then transform to red cherries in the fall. The red cherries are then harvested, or picked. The coffee pulper takes the husks off so there is only the pulp, which is stored for fermentation and then dried. There is a grading phase whereby the parchment is removed and then the coffee is sorted by size and density. Finally, the coffee is roasted and ready to be packaged!

Coffee from Hawaii is becoming more and more common but more often than not, coffee sold with Hawaiian beans are merely blends. Some blends only contain 10% Hawaiian beans. Consumers must read the marks to determine the percentage of Hawaiian vs. other coffee beans. There are coffees with 100% Hawaiian coffee, or more specifically Kona coffee that may be a bit more expensive.

Coffee, including coffee from Hawaii, is believed to have some health benefits. Coffee is a fantastic source of antioxidants which prevents or slows oxidative hurt to our bodies. Coffee drinkers also have a lowered risk of developing certain illnesses such as diabetes or Parkinson’s. Coffee can also stimulate the brain & nervous system while also providing relief from headaches.

You will find instruction manuals for your DeLonghi coffee maker included into the packaging of it. There are numerous chances you lost, misplaced or hurt. In case this happens then you should know that what to do to get the instructions for DeLonghi coffee maker.

First of all you can surf the net for the websites that shows the reviews of DeLonghi coffee maker, their blogs can give particular instructions regarding to DeLonghi coffee makers. If you need the proper information you should have knowledge of the particular model of your coffee maker.

You can find information regarding to its retailer in your areas and their links on some websites. These retailers may keep spare manuals of instruction. Some websites may have instructions in electronic format i.e. in PDF that you can download and print.

The most right place that you can get instructions for DeLonghi coffee maker is its website itself. On the website of DeLonghi.com there are button for download where you can learn the instructions for your opted model of the DeLonghi coffee makers on the site.

There is simple navigation on the customer service tab at the top of the page where you can go to the cooking and kitchen appliances section and further look for the given link to click on it for the instruction manuals at the left side menu. Here you have to select for either coffee espresso machine or coffee maker options. You will get a list of coffee makers or coffee espresso machine whatsoever you carry.

Further you want to pick out numbers of cups. Choose pot size for example 4-cup, 10-cup, 12-cup, etc. then you may get the list of the coffee maker where your DeLonghi coffee maker is placed. Ultimately if you find nothing matching in it then you have to note down the toll free number of the DeLonghi office where you can call and get preferred information.

If you are lucky many to find the name of your coffee maker in the list on the site you will find the link for the instruction for it. In order to view the instructions, you will need a PDF reader such as Adobe Acrobat as the instructions are in PDF format. If you don’t have Adobe Acrobat installed in your computer, there’s a link to download Adobe Acrobat for free.

As soon as you click on that link for instructions you will prompt to question weather you like to read instructions for DeLonghi online or want to save instructions for always on your computer so you can read it at anytime you wish to. By saving it on your computer you can assure that you will not lost it again. This instruction in PDF for DeLonghi coffee maker is more comfortable to store and do not take up any space in your closet or file cabinet. Be pleased!

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A heaping of organic coffee powder being tossed into your steaming hot milk in the mornings is an experience in itself. That’s not knocking traditional coffee, which also turns tired bodies to life in a matter of minutes. Today, many consumers have switched to organic fruits and vegetables in an attempt to fend off pesticides, live healthier, and to stay environmentally conscious. As a result, the more serious coffee enthusiasts have been forced to pay premium prices for organic coffee as a result of Honest Trade and the complexity of its production. Just how is organic coffee produced that justifies this expense?

To start, organic coffee production differs from traditional company in that organic coffee plants grow under shade trees, which serve to purify the soil and prevent water contamination. Given the limited number of shade trees, many coffee growers have opted to produce larger crops in the middle of pesticide and fertilizer infested territory given the larger surface area. Unfortunately, there is no way to produce non-organic coffee without the use of synthetic chemicals that have been known to harm the environment. Since pesticides pollute the soil, much question has been raised over the declining taste of coffee and its effects on health.

In addition to nurturing organic coffee beans, shade trees also double as habitats for birds that prevent pests from touching organic coffee crops. In essence, they are nature’s replacement for pesticides. Today, an ideal plot of land for organic coffee is a small farm with plenty of shade trees and a sizable bird population for pest control. Organic coffee thrives so much in these conditions that the United States requires all of its organic farmers to use this type of land.

In conclusion, organic coffee is grown under better and more stable conditions than traditional coffee. With smaller farms and its shade trees replacing large coffee plantations soaked with pesticides, organic coffee is your best bet towards a better environment and a salute to your health.

For more information on organic coffee or for organic coffee recipes

As the U.S. economy slid deeper into recession during 2009, coffee marketers and foodservice operators went in the opposite direction, digging out of the trench of 2008 with a variety of strategies designed to capitalize on the fact that even upscale coffee is a relatively thrifty luxury that offers comfort during stressful times. Two success tales were the rebound of Starbucks on the foodservice side and the revitalization of the former P&G retail coffee portfolio by J M. Smucker. Although the era when the coffee market grew effortlessly through premiumization may have finished, such upscale trends as the shifts towards specialty coffee beverages, gourmet beans and ethical consumerism are still clearly in force. What’s more, there’s ample opportunity for companies to capitalize on such trends as the economy recovers—not by ignoring the tougher times or reversing strategy, but by crafting an image that’s both upscale and responsive to consumers’ stronger-than-ever demand for value.

Packaged Facts’ Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition offers a comprehensive look at this .5 billion market, examining both the retail and foodservice sides of the business as well as the growing overlap of the two. On the retail side, the report analyzes coffee sold for future brewing—beans and ground, and instant—as well as RTD coffee drinks (à la Frappuccinos), as well as coffee enthusiast’s new brewing method of choice: single-serve (pod) coffee. Positive upscaling trends that slowed during the weak economy will gradually regain the upper hand, the report predicts, resulting in increasing annual percentage sales gains lifting sales by 23% by 2014 to reach .3 billion. The report examines sales across the entire retail universe, using Information Resources, Inc. InfoScan Review data and SPINSscan data to extensively chart performance, market composition and marketer/brand performance for the mass-market and natural supermarket channels.

Comprehensive coverage is also devoted to the vast foodservice market for coffee, including the expansion of specialty drinks at such mass-market venues as McDonalds, Dunkin’ Donuts and, most recently, Burger King with its plotted 2010 roll-out of Starbucks’ Seattle’s Best. Supplementing the market tracking and forecasting of previous editions, Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition pays special attention to trends in new product development, inclusive of valuable global perspective; details competitive opportunities, including via in-depth company profiles; explores winning marketing methods including Web-based activity; and provides detailed consumer profiling using Experian Simmons data for 2009.

Table Of Contents
Chapter 1: Executive Summary
Introduction
Scope of Report: Foodservice and Retail
Report Methodology
The Market
Economic Downturn Takes a Toll
Figure 1-1: Share of Total U.S. Dollar Sales of Coffee: Foodservice vs. Retail, 2003, 2007 and 2009 (percent)
Dry Coffee Category Leads in Market Share
Foodservice Sales Gain in Restaurants
Supermarkets Lose Share to Cheaper Alternatives
The Economy and Its Impact
Coffee Sales Fortunes to Improve Through 2014
The Marketers
Thousands of Marketers
Marketers Use Multiple Sales Channels
Smucker Is No. 1 Coffee Marketer
Top 10 Brands in Natural Supermarket Channel
Marketing & New Product Trends
Upscale Coffee Trends Collide with Downscale Economy
Thrifty Upscale Coffee: Can It Work Outside Foodservice?
Ideological Coffee: Organic, Natural and Honest Trade
Shade Grown Coffee
Foodservice and Retail Trend Overview
Increasing Overlap and Cross-Competition Between Foodservice and Retail
Despite Chain Restaurant Proliferation, Mom and Pops Remain Industry Paradigm
Specialty Coffee Competition Intensifies and Diversifies
Burger King to Roll Out Seattle’s Best in 2010 as Part of Revamped Breakfast Program
Coffee Is Best-Selling Hot Beverage at Convenience Stores
Supermarkets Lead Retail Market for Packaged Coffee
Honest Trade Coffee Boosts Walmart’s Image, Sales
Consumer Trends
More than 50% of Americans Drink Coffee Daily
Consumer Like Affair with Gourmet Coffee Wanes a Bit
Starbucks Restaurants Feel Recession Squeeze
Usage of Coffee by Type
Figure 1-2: Household Usage Rates of Coffee: By Product Type, 2009 (percent of U.S. households)
Brands Usage Rates

Chapter 2: The Products
Introduction
Scope of Report: Foodservice and Retail
Dollar Sales Based on Retail Value
Excluded Products
Product Breakouts
Product Types
Coffee Brewed and Served by the Cup
Ground Coffee
Whole Bean Coffee
Single-Serve Pods and Capsules
Instant/Freeze-Dried Coffee
Instant Cappuccino and Specialty Coffee Mixes
Liquid Coffee Concentrates
Packaged Ready-to-Drink (RTD) Coffee Beverages
IRI Categories
Additional Descriptors
Arabica vs. Robusta
Decaffeinated Coffee
Types of Roasts
Espresso: A Brewing Process as Well as a Roast
Blends vs. Varietals
Estate Coffee
Flavors
Organic Coffee and Sustainably Grown Coffee
Honest Trade Coffee
Shade Grown Coffee
Figure 2-1: Tree Canopies In Coffee Growing (levels of shade)
Global Market Overview
A Primary Commodity
South America and Central America Account for Two-Thirds of World Coffee Production
Figure 2-2: World Coffee Production: Marketing Years, 2003/2004-2009/2010 (number of bags in millions)
Europe and Asia Pacific Lead in New Coffee Product Introductions
Table 2-1: Share of Global Coffee Product Launches: By Region and Annual Total, 2005-2009 (number)
Nestlé Leads by Number of Coffee Product Introductions
Table 2-2: Top 10 International Marketers: By Number of Coffee Product Launches, 2005-2009 (number)
Instant Gratification Conquers the World
Table 2-3: Top 20 Package Tags/Marketing Claims: By Number of Global Coffee Product Launches, 2005-2008

Chapter 3: The Market
Market Size and Growth
Economic Downturn Takes a Toll
Table 3-1: Total U.S. Sales of Coffee, 2005-2009 (in millions of dollars)
Foodservice Sales Top Billion
Table 3-2: U.S. Sales of Coffee Through Foodservice Channels, 2005-2009 (in millions of dollars)
Retail Sales of Coffee Hit Billion
Table 3-3: U.S. Sales of Coffee Through Retail Channels, 2005-2009 (in millions of dollars)
Foodservice and Retail Shares Remain Stable
Figure 3-1: Share of Total U.S. Dollar Sales of Coffee: Foodservice vs. Retail, 2003, 2007 and 2009 (percent)
Retail Market Composition
Dry Coffee Category Leads in Market Share
Table 3-4: IRI-Tracked Sales and Share of Coffee by Category, 2009 (in millions of dollars)
Ground Coffee Segment Dominates Dry Coffee Category
Table 3-5a: IRI-Tracked Sales of Dry Coffee Category: Dollar Sales, Change and Category Share by Segment, 2009 (in million of dollars)
Table 3-5b: IRI-Tracked Unit and Volume Sales of Dry Coffee: By Segment, 2009 vs. Year Ago (in millions)
Relative Fortunes of Coffee Segments Remain Constant Despite Recession
Overarching Dry Coffee Trend Is—Back to the Future
Table 3-6: IRI-Tracked Sales of Dry Coffee by Segment: Basic vs. Processed, 2008-2009 (in millions of dollars)
Decaf Coffee Continues to Slide
Table 3-7: IRI-Tracked Dollar Sales of Decaffeinated Coffee: By Segment, 2009 (in millions of dollars)
Instant Coffee Sales Go Slowly
Table 3-8: IRI-Tracked Dollar Sales of Instant Coffee: By Segment, 2009 (in millions of dollars)
RTD Coffee Dominates Liquid Coffee Category
Table 3-9a: IRI-Tracked Dollar Sales of Liquid Coffee: By Segment, 2009 (in millions of dollars)
Table 3-9b: IRI-Tracked Unit and Volume Sales of Liquid Coffee Category: By Segment, 2009 vs. Year Ago (in millions)
Bolthouse Farms Reigns in RFG RTD Coffee Drink Segment
Table 3-10: IRI-Tracked Dollar Sales of Refrigerated RTD Coffee, 2009 (in millions of dollars)
Cool Brew Lifts Refrigerated Coffee Concentrate Segment
Sales by Channel
Foodservice Sales Gain in Restaurants
Table 3-11: Share of U.S. Foodservice Dollar Sales of Coffee: By Venue, 2008-2009 (percent)
Supermarkets Lose Share to Cheaper Alternatives
Table 3-12: Share of U.S. Retail Dollar Sales of Coffee: By Channel, 2008-2009 (percent)
Seasonality and Regionality
Retail Sales Highly Seasonal
HealthSaver Caffeinated Cities Survey Details Trends by Region
Table 3-13a: U.S. Cities with Highest Levels of Coffee Consumption: Regular Coffee & Specialty Coffee Drinks, 2007 vs. 2008
Table 3-13b: U.S. Cities with Lowest Levels of Coffee Consumption: Regular Coffee & Specialty Coffee Drinks, 2007 vs. 2008
Table 3-13c: “Most Caffeinated U.S. Cities”: 2007 vs. 2008
Table 3-13d: “Least Caffeinated U.S. Cities”: 2007 vs. 2008
Table 3-13e: U.S. Cities Most Likely to Say Caffeine Is Excellent for You: 2007 vs. 2008
Table 3-13f: U.S. Cities Most Likely to Say Caffeine Is Terrible for You: 2007 vs. 2008
Northwest Coffee Culture Hides Specialty Coffee’s East Coast Roots
Market Outlook
The Economy and Its Impact
A Shift to Gourmet/Specialty Coffee
More Than Half of Americans Drink Coffee Daily
Competition from a Broad Spectrum of Beverages
Table 3-14: IRI-Tracked Sales and Share of Major Beverage Categories, 2009 vs. Year Ago (in millions of dollars)
RTD Tea Beats Out RTD Coffee on Price
Table 3-15: IRI-Tracked Dollar Sales of RTD Coffee vs. RTD Tea, 2009 vs. Year Ago (in millions of dollars)
New Spins on Caffeine
New Research Supports Coffee’s Health Halo
Single-Serve Systems Are Here to Stay
Coffee Pricing Is Volatile
Raw Coffee Prices Shrink in 2009
Table 3-16: Composite Green Coffee Prices, 2005-2008 (in cents per pound)
Looking Ahead: Projected Market Growth
Economy Slowly Improving
Focus on Environmental and Social Responsibility Will Endure
Coffee as the New Health Food
Hispanic Coffee Sales to Grow
Table 3-17: Projected Hispanic Population as Percent of Total U.S. Population: 2000, 2007, 2010 and 2015
Coffee Sales Fortunes to Improve Through 2014
Table 3-18: Projected Total U.S. Sales of Coffee, 2009-2014 (in millions of dollars)
Foodservice Sales to Near Billion
Table 3-19: Projected U.S. Sales of Coffee Through Foodservice Channels, 2009-2014 (in millions of dollars)
Steady Growth in Retail Sales
Table 3-20: Projected U.S. Sales of Coffee Through Retail Channels, 2009-2014 (in millions of dollars)

Chapter 4: The Marketers
Competitive Overview
A Complex Marketing Structure
Thousands of Marketers
Marketers Use Multiple Sales Channels
Major Coffee Marketers
Foodservice Cross-Over
Specialty Coffee Marketers
Hispanic-Style Coffee Marketers
Joint Ventures Provide Synergies
The North American Coffee Partnership
Coca-Cola, Godiva, Caribou and More
Competitive Positioning
Marketer and Brand Shares
Methodology
Smucker Is No. 1 Coffee Marketer
Table 4-1: Top 10 Coffee Marketers by IRI-Tracked Sales and Market Share, 2009 (in millions of dollars)
Smucker and Kraft Dominate Mammoth Ground Coffee Segment
No Other Marketers Claim Double-Digit Share
Smaller Marketers Make Impressive Gains
Smucker Leads Ground Decaf Segment
Nestlé Tops 0 Million Instant Coffee Segment
Kraft and Smucker Lead Instant Decaf Segment
Eight O’Clock Moves Up in Whole Beans Segment
North American Coffee Partnership Owns RTD Coffee Segment
Wm. Bolthouse Reigns in Refrigerated RTD Segment
Cool Brew Dominates Tiny Refrigerated Coffee Concentrate Segment
Top 10 Brands in Natural Supermarket Channel
Table 4-2: Leading Ground Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-3: Leading Ground Decaffeinated Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-4: Leading Instant Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-5: Leading Instant Decaf Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-6: Leading Whole Beans Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-7: Leading Shelf-Stable RTD Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-8: Leading Refrigerated RTD Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-9: Leading Refrigerated Coffee Concentrate Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in dollars)
Table 4-10: Top 10 Brands of Ground Coffee in Natural Supermarket Channel: Market Share and Dollar Sales, 52 Weeks Ending January 23, 2010 vs. Year Ago (in millions of dollars)

Chapter 5: Marketing & New Product Trends
Upscale Coffee Trends Collide with Downscale Economy
Figure 5-1: Number of Coffee Beverage Introductions, 2005-2009
Figure 5-2: U.S. Yucky Domestic Product, 2005-2009 (in dollars)
Table 5-1: Number of Coffee Beverage Introductions by Package Tags/Claims, 2005-2009
Will Economic Turnaround Trigger New Product Turnaround?
Table 5-2: Number of Coffee Beverage Introductions, 2008 vs. 2009
Thrifty Upscale Coffee: Can It Work Outside Foodservice?
Ideological Coffee: Organic, Natural and Honest Trade
Whole Foods vs. Its Customers: Nobody Wins
Certification Labeling: Baffling for Consumers and Marketers Alike
Starbucks C.A.F.E.: Not Where You Go for a Cup of Joe
Figure 5-3: C.A.F.E Scorecard Excerpt
Ethical Direct Trade
UTZ Certified Excellent Inside: Is It Excellent Enough for Right Believers?
Shade Grown Coffee
Three Strikes and You’re In—Triple Certification
Table 5-3: Caffe Ibis Coffee—Triple Certification Marks
“Green” Marks, Marks, Everywhere
Table 5-4: Organic, Shade Grown (aka Bird Friendly), and Honest Trade Marks
Products Launches May Include Myriad Products
Green Mountain Coffee Entries Includes Donut House Collection
The Four Runners Up
2009 Whole Bean and Ground Coffee Intros Exhibit Variety and Growing Sophistication
Single-Origin Coffees
Limited Editions
New Bottled Drinks Pose Question: Is Coffee the New Chocolate?
Coffee-Energy Drink Connection Continues in 2009
Java Has Been a Monster
Coca-Cola Goes Full Throttle into Hybrid Coffee/Energy Drinks
7-Eleven’s Fusion Energy Coffee Launches Foodservice Trend
Table 5-5: Coffee Beverages Introduced in 2009

Chapter 6: Foodservice and Retail Trend Overview
Introduction
Increasing Overlap and Cross-Competition Between Foodservice and Retail
Foodservice Overview
Foodservice Venues
Foodservice Distribution Methods
Away from Home Food Spending Remains Static
Full-Service Restaurant Share of Sales Surges
Table 6-1: Average U.S. Household Expenditures on Food, 2004-2008 (in millions of dollars)
Table 6-2a: Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (in millions of dollars)
Table 6-2b: Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (in millions of dollars)
Table 6-3a: Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (percent)
Table 6-3b: Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (percent)
Restaurant Industry Trade Group Projects Growth in 2010
Table 6-4: Restaurant Industry Sales: 2008-2010 (in billions of dollars)
Despite Chain Restaurant Proliferation, Mom and Pops Remain Industry Paradigm
Organic Coffee “Hot” in 2010 Restaurant Survey
Specialty Coffee Competition Intensifies and Diversifies
Burger King to Roll Out Seattle’s Best in 2010 as Part of Revamped Breakfast Program
Different Demographics?
Coffeehouses, Kiosks and Coffee Carts
Company Snapshot: Tim Hortons
Drive-Thrus: Competitive Advantage or Retrograde Concept?
The Gasoline Factor
Coffee Is Best-Selling Hot Beverage at Convenience Stores
Coffee Tops C-Store Shopper Lists
7-Eleven Achieves Franchise-Only Status in U.S. While Playing Up Coffee
“Looking Excellent In Any Cup Size” Ad Campaign Introduces New Iced Coffee Line
New Coffee Is Ancient News at 7-Eleven
7-Eleven Announces NYC Expansion Plans
Sheetz Specialty Coffee Drinks Include Lattes, Cappuccinos and Mochas
ExxonMobil Combines Upscale Coffee Image with Relaxed Approach
Hess/Dunkin’ Donuts Rollout Continues
Walgreen Tests Café W
Licensed Cafés and Kiosks
Books Go Better with Cafés
Mountain Mudd Franchises Spread from Billings to Lebanon
Less Workers = Less Office Coffee Service
Vending Machines Lagging in U.S., Picking Up in Britain
The Starbucks Vending Machine Experience
For Hotels, It’s “Goodbye Freeze-Dried, Hello Espresso”
Airlines Flying High with Coffee Grounds
Retail Trend Overview
Retail Distribution Methods
Types of Retail Outlets
Supermarkets Lead Retail Market for Packaged Coffee
Mass Merchandisers, Supercenters & Warehouse Clubs
Walmart a Top Coffee Seller
Honest Trade Coffee Boosts Walmart’s Image, Sales
Contest for National Warehouse Club Supremacy
Gourmet/Specialty Food Stores
Light Roast Coffee
Medium Roast Coffee
Dark Roast Coffee
Specialty Coffee Stores
Company Snapshot: The Coffee Bean & Tea Leaf
Health and Natural Food Stores
Top Coffee Brands in Natural/Specialty Arena
Table 6-5: Top UNFI Brands in Natural/Specialty Channels: by Share and Number of SKUs, 2008 vs.2009 (percent and number)
Internet, Mail Order, and Subscriptions

Chapter 7: Competitor Profiles
Competitor Profile: Caribou Coffee Co., Inc.
Company Overview
Rebuilding and Rebranding Post Recession
Commercial Expansion Shows Results
Caribou Coffeehouses’ Rustic Design Reinforces Brand Identity
We’re #2, We Try Harder
Reinventing the Hot Chocolate Wheel
Reaching Out to Consumers on a Number of Fronts
Competitor Profile: Dunkin’ Brands, Inc
Company Overview
“We Are Mainstream America”
“You Kin’ Do It” Campaign Cheers on “Everyday People”
Dunkin’ Pushes Forward with Expansion Plans
Various Types of New Outlets Targeted
Franchisees Miserable with Increased Retail Competition
Competitor Profile: Green Mountain Coffee Roasters, Inc
Company Overview
Specialty Coffee Unit Growing Rapidly
Keurig Unit Growing Even More Rapidly
Green Mountain’s CAGR Has Risen to 53% Since Keurig Acquisition
Green Mountain Buys Tulley’s for .3 Million
Green Mountain Buys Timothy and Revises Projections Up Once More
Balanced, Multichannel Distribution
How Keurig Grows Sales
Social Responsibility: Putting Your Money Where Your Mouth Is
Company Continues Ethical/Honest Trade Marketing
Competitor Profile: Kraft Foods, Inc
Company Overview
Table 7-1: Kraft, Inc. Net Revenues: By Region and Category, 2008 (in billions of dollars)
Kraft Buys Cadbury
The Maxwell House Roller Coaster
Lawsuit with P&G Settled
Brewing Some Excellent Marketing
Yuban Is Revitalized
Sanka Suffers from Image Problem
General Foods International Coffee Mixes Losing Their Luster
Starbucks Agreement Has Had Long-Term Benefits
Gevalia Kaffe Gets New U.S. Push
Kraft’s Tassimo Home Brewing System Succeeds in Europe But Stumbles in the U.S.
Kraft Switches to Bosch
Kraft Settles Lawsuit with Keurig
Tassimo Looking to Bring Its European Mojo to the U.S
Advertising “Webisodes” Fall Flat
Tassimo Has Potential
Competitor Profile: McDonald’s Corp.
Company Overview
McCafé: An Thought Whose Time Has Come
Concept Traces Back to Premium Roast Coffee Upgrade
Adding Coffee Bars
Advertising Approaches: Special, But Unsnobby
McCafés a Global Success Tale
McDonald’s Japan Shoots for No. 1 in Espresso Drinks
Competitor Profile: Massimo Zanetti Beverage USA, Inc.
Company Overview
The Third Largest Roaster in the U.S
Chock Full O’Nuts: “A Heavenly Coffee”—Literally
Hills Bros. Well loved with Heavy Coffee Drinkers
MJB Premium Coffee in the Pacific Northwest
Chase & Sanborn Offers Affordable Price
Cafés and Foodservice
Competitor Profile: Nestlé USA, Inc.
Company Overview
Nestlé’s U.S. Operations: Vast and Varied
Joint Ventures with Jamba Juice & Coke
Nestlé Leads Instant Coffee Market
Nespresso’s Speedy Nespresso Brings Delayed Financial Gratification
Worldwide Nespresso Gains 28% in Third Quarter of 2009
Nescafé Rolls Out Dolce Gusto
Competitor Profile: Peet’s Coffee & Tea, Inc.
Company Overview
Sales Grow Despite Recession
Two Business Segments: Retail Stores and Specialty Sales
Peet’s Pulls in Sails Against Headwind of Economy
Peet’s Mantra: “It’s All About the Coffee”
Peet’s Retail Stores Are Marching Eastward
Peet’s 10 Commandments
Now a National Brand in Grocery Channels
Partnership with Vistar Should Increase Office Sales
Two Types of Foodservice Accounts
Bidding War for Diedrich
Competitor Profile: Sara Lee Corp.
Company Overview
Sales Results
Sara Lee Sheds U.S. Retail Coffee and DSD Foodservice Coffee Businesses
DSD Sale Does Not Mean Capitulation in Foodservice Competition
Despite Divestitures, Sara Lee Still Brewing Up a Storm
Senseo a Global Single-Serve Brand
U.S. Customers Wait for Senseo to Return
Competitor Profile: The J.M. Smucker Co.
Company Overview
Smucker Buys Coffee Brands from P&G
A Focus on Breakfast and Tradition
A Family Business with a Thirst for No. 1 Brands
Folgers Coffee Sales Perk Up Under Smucker
Pricing Key to Success
Competitor Profile: Starbucks Corp
Starbucks to World: “Accounts of My Demise Are Somewhat Exaggerated”
Table 7-2: Starbucks Results of Operations for Fiscal Years 2005-2009 (in millions of dollars)
Return of Prodigal CEO Reignites Company
Past Is Prologue as Starbucks Reevaluates and Regroups
Schultz Shutters Hundreds of Stores
Starbucks Takes Time Out to Retrain Baristas
The Vast Worldwide Starbucks Coffeehouse Phenomenon
Starbucks “Individualizes” New Outlets
Starbucks Testing 31-Oz. Trenta Iced Drinks
Other Strategic Initiatives
Fresh Appeal
New Machines
Pike Place Roast
Clover Upscale Brewed
Customer Loyalty Program
My Starbucks Thought Webpage
Table 7-3: “My Starbucks Thoughts” by Type and Number as of December 8, 2009
Prior to Recession, Starbucks Expanded Drive-Thrus
Starbucks and Ad Agency Part Ways
Starbucks iPhone Apps
Despite Store Cutbacks, Starbucks Retains Brand Portfolio
Seattle’s Best Coffee & Torrefazione Italia
Seattle’s Best Goes Franchise Route
Foodservice Operations Suffer Setback During Inhospitable Times
Burger King to Roll Out Seattle’s Best Nationally
Profitable Partnerships in Consumer Packaged Goods
Kraft Markets Starbucks’ Ground and Whole Bean Coffee
The North American Coffee Partnership
Via Rollout Ongoing
Transformation Agenda Fuels Energy Drinks
Nutritional Health & Wellness to Promote Corporate Health & Wellness
Social Responsibility as Practice and Marketing Tool
Employees vs. Starbucks: You Win Some, You Lose Some
Tazo Tea & Ethos Water
Table 7-4: Tazo Tea—List of Hot Tea Products as of December 2009
Ethos Water: PR Plus or Ethical Dilemma?
Other Partnerships, Other Products

Chapter 8: The Consumer
More than 50% of Americans Drink Coffee Daily
77% of Adults Drink Coffee Each Year
Consumer Like Affair with Gourmet Coffee Wanes a Bit
Consumption Among 18- to 24-Year-Olds Rebounds Slightly
Coffee Drinkers Know Home Isn’t Just Where the Heart Is
Brewing Method of Choice
Figure 8-1: How Consumers Get Their Morning Java Jolt, 2010 (percent)
Consumer Use and Demographics
The Simmons Survey System
Starbucks Restaurants Feel Recession Squeeze
Table 8-1a: Usage Rates for Starbucks Restaurants and Starbucks Packaged Coffee Products, 2006-2009 (percent of U.S. adults)
Table 8-1b: Adult Consumer Base for Starbucks Restaurants and Starbucks Packaged Coffee Products, 2006-2009 (number of U.S. adults in millions)
Table 8-2a: Quick-Food Breakfast Consumers: Usage Rates Overall and for McDonald’s, Starbucks and Dunkin’ Donuts, 2005-2009 (percent of U.S. adults)
Table 8-2b: Quick-Food Breakfast Consumers: Consumer Base Overall and for McDonald’s, Starbucks and Dunkin’ Donuts, 2005-2009 (number of U.S. adults in millions)
Usage of Coffee by Type
Figure 8-2: Household Usage Rates of Coffee: By Product Type, 2009 (percent of U.S. households)
Espresso/Cappuccino Has Youthful Demographic
Table 8-3a: Usage of Espresso/Cappuccino: By Household Age Group, 2009 (number in thousands, percent and index)
Table 8-3b: Usage of Ground/Whole Bean Coffee: By Household Age Group, 2009 (number in thousands, percent and index)
Types of Coffee Used Most
Figure 8-3: Coffee Usage Rates: By Product Type Most Often Used Per Household, 2009 (percent of U.S. Households)
Five-Year Trend by Types of Coffee Used
Table 8-4: Trended Number of Coffee Users: By Product Type Used Most Often, 2005-2009 (percent of U.S. households)
Demographic Indicators by Product Type
Regular
Ground Decaf
RTD Coffee Drinks
Instant Decaffeinated
Instant Specialty Flavored Coffee Mix
Whole Bean Coffee
Espresso/Cappuccino
Psychographics Reveal Unlikely Connection Between Flavored Mix & Whole Bean
Brands Usage Rates
Demographic Trends: Ground and Whole Bean Coffee Brands
Café Bustelo
Chock Full O’Nuts
Eight O’Clock
Folgers
Hills Brothers
Maxwell House
Yuban
Demographic Trends: Selected Espresso/Cappuccino Brands
Demographic Trends: Instant Coffee Brands
Demographic Trends: Instant Specialty Coffee Mix Brands
Demographic Trends: RTD Coffee Brands
Table 8-5: Top Demographic Indicators for Selected Types of Coffee 2009 (index of U.S. households)
Table 8-6a: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)
Table 8-6b: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)
Table 8-6c: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)
Table 8-7: Coffee Brands Used Most Often by Percentage of U.S Households, 2009 (percent of U.S. households)
Table 8-8: Top 10 Demographic Indicators for Selected Ground/Whole Bean Coffee Brands, 2009 (index of U.S. households)
Table 8-9: Top Demographic Indicators for Selected Espresso/Cappuccino Brands, 2009 (index of U.S. households)
Table 8-10: Top Demographic Indicators for Selected Instant Coffee Brands, 2009 (index of U.S. households)
Table 8-11: Top Demographic Indicators for Selected Instant Specialty Coffee Mix Brands, 2009 (index of U.S. households)
Table 8-12: Top 10 Demographic Indicators for Selected Ready-To-Drink (RTD) Coffee Brands, 2009 (index of U.S. households)

Appendix: Addresses of Selected Industry Associations, Marketers and Coffeehouse Chains

The large number of daily coffee drinkers makes the coffee industry incredibly profitable. You can find money-making opportunities surrounding this caffeinated beverage virtually everywhere. Whether you start a coffee shop, do mobile espresso catering, open a coffee drink drive-through or sell coffee gift baskets through mail order, there are customers who want to buy what you sell.

If you like coffee, you can most likely find a lucrative coffee business opportunity that will fit your start-up capital and your lifestyle. You can start with a mobile service, upgrade to a kiosk or invest in a high-traffic storefront. In addition, you can partner with other companies to cut your expenses and grow your profits – such as event plotting businesses, catering services or hotels.

No matter what type of coffee business you choose to start, free samples are always a excellent way to get your business name out there and get your foot in the door with prospective customers. With a café, you can entice new customers with special events that feature local photographers, painters or musicians. You can often provide this “entertainment” for free, as these artists welcome the opportunity to promote their own talents.

In addition to the traditional advertising opportunities you have in the yellow pages, local newspapers and radio stations, you can print low-cost coupons to bring in new customers. Hold monthly drawings for a “free coffee drink” to get customers to give you their contact information so you can build a mailing list. Another simple technique is to offer discount coffee cards (“Buy 8, get one free”) to encourage people to become regular customers.

Delivering free coffee to a radio station is another inexpensive way to get your business name out there – in front of lots of people. Submitting a press release is a fantastic example – the media will promote you for free if you send them a fantastic news tale about your business. This could be as simple is having your friend write a review about your “Café Opening” and sending it to your local paper.

So how do you really start your coffee shop?

1. Learn your business – different coffee flavors, the various ways of preparing coffee, caffeinated beverage trends and new and different coffee products. Your knowledge will help your business stay competitive and profitable. Get an inexpensive start-up guide on how to start a coffee shop or interview a coffee shop owner who can give you first-hand advice.

2. Learn who your customers are. Obviously, they are most likely caffeine addicts – but what else do they want, and what are they willing to pay for it? (i.e. social atmosphere, relaxing work space, quick drive-through service, healthy meals, late-night hours) When you can make a unique café that offers value to the community, you’ll find it much simpler to win over customers.

3. Find out which licenses or permits you need from your local government office. Talk with an accountant, insurance agent and banker (you can get referrals from other local business owners or friends) to get helpful tips on financing, tax issues, insurance and business management that will save you time, money and hassles down the road.

Get Started!

Coffee is generically everywhere. People will pay for something a small different. Use your creativity to design a truly unique coffee service or café environment, and you’ll find that customers come flocking to your door. Businesses that provide coffee products or services can flourish even in a down economy, so if you want to start your business – go for it!

Many cultures throughout the world are known for their ‘specialties.’ Panama hats are a hallmark of Ecuador; stylish kilts are a trademark of Scotland, and so on. Along with Colombia, Brazil, and Costa Rica, one could argue that some of the finest organic coffee comes from India. Over the past centuries, India has placed a premium on its organic coffee and rightfully so. The majority of its organic coffee production is limited to a narrow strip of land across three states producing both Arabica and Robusta coffee, some of the best tasting in the business.

Coffee plantations in India are primarily organic coffee producers. The country has an elaborate system for its organic coffee to grow under the most optimal conditions using shade grown trees that evolve inside a grouping of wild trees placed specifically for the purpose of production. Shade grown trees are surrounded by three different types of trees that help in enriching the soil, keeping soil temperatures low, and filtering UV radiation. This third tree, a hardwood, does the job of filtering sunlight to stimulate organic coffee bean sugars for fantastic taste.

Indian organic coffee plantations are one of the few in the world with a systematic procedure where other trees are added to aid the main shade grown tree. It has been raved as a harmonious feat in nature. By mixing crops and trees, it enriches the soil for now and for the future. In addition, organic coffee is its own industry in India with millions of people acting as farmers. They are also harvesters, hand picking Indian organic coffee to perfection. Today, when buying tasty Arabica Indian organic coffee, rest assured you are drinking from the sixth largest coffee producer in the world who grew out of a mid-twentieth century slump in their coffee to become one of the most renowned today.

For more information on organic coffee or for organic coffee recipes

If you have not yet sampled tasty Kona coffee, then you are in for a real treat! Did you know that Hawaii is the only state in the United States to grow coffee crops? That makes coffee produced from Hawaii quite special, with Kona coffee being one of the most well loved varieties on the market!

Coffee is normally grown along the equator between the Tropic of Cancer and the Tropic of Capricorn. Kona coffee is unique because it is cultivated in a single coffee growing region, where it is also loved by the local communities instead of being only exported for profit. Coffee is grown in 11 different regions on Hawaiian Islands, with the largest being in Manoa Valley in Oahu since 1825. When it comes down to it, there are more than 630 farms cultivating Kona coffee in Hawaii as a whole!

Hawaii truly relies upon the agriculture of coffee growing, especially since 5.7 million pounds of unroasted coffee can be produced on a yearly basis. This totals up to million in profit from the export alone. One other benefit to coffee grown in Hawaii is that it draws serious tourism as a result to benefit the local economy. 16% of tourists to Hawaii in 2003 came specifically to visit the coffee agricultural communities. One of the main attractions to Kona coffee is that it is a specialty and gourmet type of coffee bean, especially since it is grown in such favorable conditions. This causes Kona coffee to be quite expensive compared to a regular bag of coffee beans at up to per pound. But, it is certainly worth the investment since Kona coffee beans are cultivated in rich volcanic soil with temperate rain fall and ideal climate conditions. This allows the coffee beans to get the proper amount of nutrients during the growing process so that their taste is fuller and richer as a result.

If coffee grown in Hawaii contains a blend, it must be advertised on the packaging by law. It is also regulated that the coffee blend has to contain 10% of the beans of origin, and the percentage must be stated on the packaging. But, this law only applies to coffee beans that are packaged in Hawaii, but if they are blended and sold in the United States, then the same laws do not apply.

When you sample a Kona cup of Joe, you will immediately notice the difference in flavor and characteristics! This is certainly a coffee type worth sampling on your journey, and if you are so inclined, making it a part of your next vacation to view the farms where Kona coffee is really grown in Hawaii! Kona coffee from Hawaii is produced at a high price as a specialty gourmet brew, mainly due to the high cost of living in Hawaii causing farmers to produce a crop at a higher price for sale. Nonetheless, Kona coffee from Hawaii is truly one-of-a-kind compared to other coffee beans on the market!

How to tell organic coffee from regular coffee

Organic coffee has been steadily growing in popularity over the past few years. People are gravitating towards it for its environmental and health benefits, but those aspects alone do not tell the whole tale. In this article we will examine 4 ways to differentiate organic coffee from regular coffee.

1)      Look for the USDA seal – Since 2002 any food that is at least 95% organic can be labeled with a USDA seal stating its organic authenticity. If your coffee does not have the seal it may still be organic, but the presence of the seal is a guarantee.

2)      Have a taste – Many organic coffee drinkers swear that their coffee has a cleaner and richer taste than its non-organic counterpart. If you are served a particularly tasty or satisfying cup of coffee, question your host or server if they have treated you to some organically grown coffee. You may end up with an organic surprise when you hear their answer.

3)      Have a smell – Studies have shown that the aroma of coffee beans has a relaxing and sleep inducing effect. Organic coffee beans tend to have a purer smell than non-organic due to the vastly cleaner manner in which they are grown. Some feel that this natural growth results in an even cleaner and more relaxing aroma. The next time you have the chance, take a nice deep inhale of both and see which one relaxes you more.

4)      Don’t rely on the price – Contrary to well loved belief, organic coffee is not always pricier than regular coffee. While there is typically a higher cost involved in growing coffee organically, many specialty coffees that are grown non-organically can be much pricier. Additionally, many smaller coffee sellers do not have the name brand markups of the major players, so there is additional savings in that regard. While price may be a clue as to the lineage of the coffee you are considering purchasing, it is not a criterion on which you can solely rely.

While most consumers will be able to differentiate organic and non-organic coffee at the point of sale, this guide may help in identifying the difference in everyday life. Of course, you could always just question for organic, and ensure you are drinking the healthiest possible coffee option.

There are so many machines available in the markets for your coffee making, both in terms of filtering your hot drinks, grinding your beans or brewing both to have the final coffee product. But, if you want to dazzle your friends with the machines that will help you get the finest quality of coffee, go for the espresso machines.

If you delight in a more ancient fashioned style of coffee making, there are still steam espresso machines. They make top coffee quality, but they lack the features wanted by a more modern family. If you want to delight in a modern machine with plenty of fantastic features, then go for the pump espresso machines with piston levers. In all, espresso machines make the best coffee.

Espresso machines place the control in your hands. If you only want one cup of coffee, fantastic, if you want more you can do that as well. You can have a fantastic tasting hot cup of coffee in minutes. The best part is that you don’t have to go to a coffee shop in order to get it.

There is no limit to what you can do in your coffee brewing both for domestic and commercial purposes, as the Gaggia Synchrony Compact machine alone will give 44oz of water quantity with digital control, while the Saeco Charisma Automatic Espresso machine allows you to switch between two different kinds of coffee in just a jiffy.

Whether you are going for the cappuccino, the barista or any other coffee type, it is a known fact that espresso machines make the best coffee.

Natural Doctors Recommend Organic Coffee To Coffee Drinkers and Clients That Question The Huge Question ” Is Organic Coffee Healthier Coffee” Over Basic Premium Coffee Beverages Or Plain Coffee Beans On Sale.

What is organic coffee and why drink this specialty whole-bean java rather than the premium organo gold coffee sold on eBay and Amazon.

If you had enough acid reflux and poor pH balance after consuming a cup of morning coffee,” join thousands of American world wide struggling to beat the caffeine coffee constipation area.

Many health specialist say “find a healthy coffee alternative to STOP acid reflux in it’s tracks,”.

This article will show links that determine a healthy coffee alternative solution that include a herbal extract red reishi lingzhi to aid in the recovery from acid reflux.

As your read about Organic coffee beverages,” you can also buy the coffee that’s topical and eventful of the best organic coffee brand that works to beat upset stomach.

many cups of coffee do you drink every morning, if you all are a coffee lover.  The drinks more than 2 to 3 cups a day,” this article is perfect for you” there are many rich flavored gourmet coffee companies that offer an organic coffee alternative,” many of these companies are turning over to Gano mushroom healthy coffee.  Because of its pH balance affect over.  Acid reflux, stomach upset, and poor alkalinity after drinking usually mounts of highly caffeinated or even decaffeinated traditional coffee.

Even some of the most gourmet , flavored coffees include huge amounts of caffeine,” the bonus of drinking gourmet flavored coffee is certainly the flavor, but if your stomach and mindset clarity is suffering from a cup of morning coffee, switching over to a healthier coffee brand might be a solution positive.

Dr. Stuart Hoover and natural health specialist that constitutes healthy, coffee over drinking traditional black premium coffees,” instructs all of his patients to try and organic coffee drink to help stop acid reflux and the addiction to caffeine,” as his successor in health and wellness industry,”  Dr. Stuart Hoover improves the quality of his profession by recommending only the safest coffee beverages known in the health and wellness industry to all of his clients.

In case your doctor or your health specialist doesn’t have the experience or the recommendation of how to stop coffee or caffeine addiction, don’t be alarmed, many health specialists don’t have the experience with the types coffee featuring as an alternative solution to caffeine addiction.

To be more practical about which types of coffee drink,” uses scientific accordance to determine the factor of how caffeine affects the immune system,” many studies provide accurate evidence that caffeine from coffee Is a acid reflux predecessor,” the interacts with the connectivity of cells in the immune system.

Dr. Stuart Hoover……. when caffeine enters the immune system the human adrenal gland has to push even harder to produce more cells to absorb the caffeine and turn it into energy.  Because bodybuilders use caffeine in their diet regimen to help pump iron,” it doesn’t mean an average person can abuse caffeine or coffee daily.

these specific topics on acid reduce coffee alternatives.  Dr. Stuart Hoover would recommend organic coffee alternative solutions.the next time you seek a better coffee brand Try stopping by, these websites

http://www.ORGANOCOFFEE.NET

http://www.ORGANOPLANET.COM

http://www.ORGANOBRAND.COM

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