Dubai; December 4, 2007 - This year, with its sweet floral notes and lemon acidity, Starbucks awarded Costa Rica - Lomas Al Rio the honour of being a Black Apron Exclusive coffee. The newest addition to the special line of rare and exotic coffees is named after Cafetalara Lomas al Rio, the organic mill that processes the coffee - which is the largest in Costa Rica and the third largest in Central America.
"Starbucks has been purchasing Lomas al Rio coffee to use in blends since 1998. This year's production was so elegant and unique that the company decided to award them the honour of becoming a Black Apron Exclusives coffee," said Antoun Abou Jaoude, Marketing Manager of Starbucks Middle East.
Every year since 1998, the entire organic crop that the mill has produced has been used in Starbucks Serena Organic Blend. In addition to being certified organic in the United States, Cafetalara Lomas al Rio is a C.A.F.E. (Coffee & Farmer's Equity) Practices verified supplier.
Coffees from Costa Rica are known for their crisp, clean acidity. Each coffee-growing region produces a coffee that differs slightly in flavour from the others. Lomas al Rio comes from the Central Valley region, one of seven coffee-growing regions in Costa Rica. Some of the farms supplying Lomas al Rio are at a very high elevation; 1,700 metres and higher. This altitude, combined with the commitment to using quality processing methods, shows Lomas al Rio as a perfect example of the acidity common to many of the country's coffees, yet features floral notes surrounded by a medium body not typical of today's Costa Rican coffees.
As part of its C.A.F.E. (Coffee and Farmer Equity) Practices programme, Starbucks operates a Farmer Support Centre called the 'Starbucks Coffee Agronomy Centre' located in San Jose, Costa Rica. The centre works directly with the Lomas al Rio coffee mill and other Latin American farmers to develop sustainable and responsible agricultural practices, and ensure the highest quality. The team at the Farmer Support Centre builds and maintains relationship with coffee farmers, administers C.A.F.E. Practices, and focuses on quality and sustainable coffee-growing practices directly with the farmers.
"Through the line of Black Apron Exclusive Coffees, Starbucks reiterates its commitment to developing coffee communities around the world. These limited offerings represent the three coffee growing regions and the pinnacle of coffee quality. Costa Rica Lomas al Rio is the 16th coffee in this rare collection of coffees sourced from around the world, and it comes just in time to celebrate the holiday season with an elegant and refined coffee," added Abou Jaoude.
Try pairing Lomas al Rio with fresh oranges to really bring out the citrusy flavours of the coffee. Or pair it with a spoonful of vanilla ice cream to amplify the coffee's finish. Costa Rica Lomas al Rio is available across Starbucks stores in the Middle East.
-Ends-
About Starbucks
Starbucks Coffee Company provides an uplifting experience that enriches people's lives one moment, one human being, one extraordinary cup of coffee at a time. To share in the experience, visit www.starbucks.com
About M.H.Alshaya Co. (UAE)
M.H.Alshaya Co. is one of the leading retail companies operating in the Middle East; and is the franchisee for more than 40 International retailer brands including H&M, Starbucks Coffee, Mothercare, Debenhams, Boots, The Body Shop and Foot Locker. Based in Kuwait, Alshaya operates more than 1200 internationally branded stores across 13 countries: KSA, Kuwait, United Arab Emirates, Bahrain, Qatar, Oman, Lebanon, Jordan, Cyprus, Turkey, Russia, Egypt and Poland. This network of stores is supported by an integrated pan-regional infrastructure, incorporating best practice activities in retail operations, merchandising, marketing, IT, logistics, real estate, human resources and financial control. Alshaya Retail employs more than 13000 employees from 37 nationalities. You can also access more information on our company by going to www.alshaya.com http://www.alshaya.com
For further information, please contact:
Ibrahim Ayyad
Senior Accounts Executive
Tel: 00962 6 5602598
Fax: 00962 6 5602592
Mob: 00962 788440016
Email: iayyad@actionpr.com.jo
www.actiopr.com.jo
© Press Release 2007
