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Making a difference, one cup of coffee at a time

Other Topics: Coffee Business Management Solution


CNW
September 29, 2008

Nabob Coffee Company announces commitment to sustainability and
collaboration with the Rainforest Alliance

TORONTO - Can a cup of coffee help provide schooling for
a child? Go towards paying a worker decent wages? Help protect the
environment? The answer is yes, if it's a cup of Nabob Coffee, brewed with
beans from Rainforest Alliance Certified(TM) farms.
Now you can get a cup of coffee that not only tastes great but, also does
great things too. The Nabob Coffee Company is committed to coffee that goes
beyond great taste and now sources its beans from Rainforest Alliance
Certified farms, reflecting its dedication to a healthier planet. Canada's
number one premium coffee brand, Nabob, will continue to be made with 100 per
cent Arabica beans for a rich, smooth cup of coffee.
"Through Nabob's collaboration with Rainforest Alliance, we're taking the
first step in our commitment to sustainable practices," said Bill
VandenBygaart, Vice President Beverages, Kraft Canada. "Nabob has always been
true to its high quality bean heritage and responsible sourcing practices, but
now we stand for more. Nabob is joining Canadians in making people and the
planet a priority."

To support the company's commitment to sustainability, Nabob Coffee
offers blends made with coffee beans sourced from Rainforest Alliance
Certified farms, as well as organic products. Currently, 30 per cent of Nabob
Coffee beans are Rainforest Alliance Certified. This number will grow to
65 per cent in 2009 and will reach the goal of 100 per cent in the next two to
three years.

"For the over 25 million people who depend on growing coffee for their
livelihood, this is great news," commented Rainforest Alliance President
Tensie Whelan. "This commitment from Nabob Coffee will allow more coffee
farmers, workers and their families to improve their standard of living and
produce coffee in a sustainable manner."

Sustainability Explained
Rainforest Alliance Certified farms meet a comprehensive set of criteria
that promotes and guarantees improvements in agriculture and forestry. The
organization's independent seal of approval ensures that goods and services
are produced in compliance with strict guidelines protecting the environment,
wildlife, workers and local communities.

When it sources beans from Rainforest Alliance Certified farms, Nabob
Coffee is helping to support sustainable farming - a healthy and holistic
approach that balances the three pillars of sustainability:

- Environmental: Protection of wildlife, conservation of natural
resources, protection against deforestation (and/or proactive
reforestation), and maintaining a variety of native plants to support
the local ecosystem.

- Social: Workers and their families are well-treated and ensured a
safe and healthy work environment with access to medical care,
education and decent housing.

- Economic: Earnings increase as a result of more efficient farm
methods, allowing farmers to invest in improved infrastructure and
provide better wages for workers.

Minimizing the Footprint
In an effort to further lessen its impact on the environment, Nabob
Coffee is also reducing its packaging. The new canister is recyclable,
contains at least 50 per cent recycled materials, weighs 34 per cent less and
will be Forest Stewardship Council Certified(TM) by early 2009 - ensuring
consumers that by buying this product they are supporting responsible forest
management worldwide. This change represents another way the company is
helping to support sustainable business practices.
"This will be the first time that a Rainforest Alliance Certified product
has been packaged in FSC Certified(TM) packaging - a double win for the
environment and for consumers looking for products that allow them to lessen
their ecological footprint," continued Whelan.
Visit www.nabob.ca to learn more about Nabob Coffee and the Rainforest
Alliance.

About Kraft Foods
For more than a century, Kraft (www.kraft.com) has offered delicious
foods and beverages that fit the way consumers live. Today, we are turning the
brands that consumers have lived with for years into brands they can't live
without. Millions of times a day in more than 150 countries, consumers reach
for their favorite Kraft brands, including nine with revenues exceeding
$1 billion: Kraft cheeses, dinners and dressings; Oscar Mayer meats;
Philadelphia cream cheese; Maxwell House coffee; Nabisco cookies and crackers
and its Oreo brand; Jacobs coffees; Milka chocolates; and LU biscuits. Kraft
is one of the world's largest food and beverage companies with annual revenues
exceeding $37 billion, more than 100,000 employees and more than 180
manufacturing and processing facilities globally. The company's stock (NYSE
KFT) is listed on the Standard & Poor's 100 and 500 indexes as well as the Dow
Jones Sustainability Index and Ethibel Sustainability Index. In Canada,
company brands include Kraft Dinner macaroni and cheese, Christie cookies and
crackers, and Delissio pizza.
 

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