Tag Archives: Germany

As 1994 was drawing to a close, Carlos Murillo was busy wondering how to move ahead with the marketing of CafÈ Foresta. The company he managed, Coocafe R.L., had been exporting this brand name coffee, primarily to Germany, for nearly two years, and marketing it as a way in which retail customers could both contribute to the development of a third world society and help preserve its threatened rain forest eco-system at the same time.

Retail consumers paid an extra $1.00 per Kg. (2.2 lb) for CafÈ Foresta, however, came in a non-recyclable package and was not an organic coffee production, most of CafÈ Foresta was grown with the use of chemical pesticides, herbicides and fertilizers. CafÈ Forestaís traditional positioning as environmentally friendly was likely therefore to be endangered as environmental non governmental organizations (NGOís) initiated campaigns to publicize to consumers that coffee production could prove as damaging to the environment as the conservation projects supported by CafÈ Foresta were beneficial. Find out more for Coocafe R.L.