REDRUTH, UK – Leon, high-street restaurant group, launch with their Fairtrade organic coffee across Sainsbury’s UK stores this week. The coffee has been created in partnership with Puro Fairtrade Coffee, a brand and semi-private label creator known for purchasing and protecting rainforest reserves in the countries that grow their coffee. Every 200g bag of LEON coffee sold through Sainsbury’s will protect 4m2 of rainforest in Tanzania, with an ambitious target of 5 million m2 over the next 2 years.
Puro’s somehow managed to blend Fairtrade and Direct Trade creating further unity in what is often a divisive topic, but has also added into the mix own-grown. La Finca de Puro Café, Puro’s Fairtrade organic coffee farm in Honduras has made them a cooperative member of COCREBISTOL, the same coffee that features in this blend.
Andy Orchard from Puro explains
“How better to understand challenges faced by coffee producers than to become one yourself. But it should work the other way too, producers deserve to know the journey their coffee goes on; who’s drinking it, where are they drinking it, what do they think of it. So we brought Genrri Herrera, president of COCREBISTOL over to Europe to return some of the warmth we’ve received in Honduras. Genrri is already a big fan of LEON’s coffee, particularly when coupled with their Brazilian bean dish.
When we shared the news that LEON’s coffee is available in another 1000 places in the UK, we got a double thumbs up and this video message.”
LEON have roots to this region of Honduras too, as Puro organised for a rainforest reserve to be named in their honour – Leon de Montana, a name which also pays tribute to the mountain lion who lives there.
Ashley Davis, Managing Director of LEON Grocery, said:
“It’s always been our mission to offer food that tastes good and does good, so we’re proud to now offer our triple-certified coffee in Sainsbury’s stores across the country, making our coffee more accessible to the nation than ever. It’s great to be linked to the ground and growers of this coffee.”
LEON’s Fairtrade organic coffee is available in Sainsbury’s at a RRP of £4. There are two flavour profiles Blonde Roast (200g ground), with notes of smooth caramel and hints of citrus, and Dark Roast (200g whole bean and ground) with a full, well-balanced flavour with spicy undertones.
