Caribou Coffee celebrates Earth Day with free perk

April 18, 2012

Caribou Coffee Company Inc. has announced that it will once again reward sustainable coffee drinkers by offering free coffee to all customers who bring in a reusable mug on Earth Day, April 22, 2012. The annual Earth Day offer comes just a few months after Caribou Coffee announced that it is the first major U.S. coffeehouse retailer to source all coffees and espresso from Rainforest Alliance Certified farms.

Caribou achieved the 100 percent certification milestone in January 2012. The company began partnering with Rainforest Alliance in 2003 for its comprehensive certification process, which requires farmers to meet standards set by the Sustainable Agricultural Network, a coalition of independent, nonprofit conservation groups. Rainforest Alliance certification ensures that farmers, as well as their families and greater communities, receive decent wages, access to education and medical care, and that beans are harvested responsibly to protect the environment.

"As an organization, Caribou is committed not only to providing our customers with the highest quality beans and best-in-class products, but to do so in a way that is both socially and environmentally responsible," said Alfredo Martel, senior vice president of marketing and product management. "As the first major U.S. coffeehouse with a 100 percent Rainforest Alliance certification, our customers can enjoy a great cup of coffee and know that it was sourced in a way that supports coffee farmers, their families and communities at large, while also protecting the planet."

In addition to the free coffee on Earth Day offer, Caribou also is supporting the environment both inside and outside of the coffeehouse through a special partnership with Project 7 to plant a fruit tree for every pack of Project 7 gum or mints purchased at Caribou Coffee now through April 30. As part of this, Project 7 will plant trees in Haiti and El Salvador in August 2012.

The free coffee offer on April 22 is good for one coffee of the day per person with a reusable mug up to 24 ounces.

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Topics: Business Strategy and Profitability , Coffee / Specialty Beverages , Marketing / Branding / Promotion

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