Centra launches new full roast 100% Fairtrade coffee

24/11/2011

Signing a €2m supply deal with Bewleys

Centra, Ireland’s largest local retailer has announced that it has signed a €2 million deal with Bewley’s to supply its new full roast coffee bean which will be freshly ground for the ‘on the go’ coffee range sold throughout its 463 stores nationwide. Centra’s new full roast coffee is 100% Fairtrade certified and a delicious blend of premium Arabica coffee beans sourced from Brazil, Columbia and Nicaragua.

Centra, which sells over 8 million cups of coffee every year or over 160,000 cups each week has rolled out it’s new exciting full roast coffee in response to changing consumption patterns of coffee drinkers in Ireland. According to the latest research, despite the recession, coffee consumption and sales has remained relatively unaffected. The coffee in-store category has continued to grow in recent years, with the volume of take-away coffee increasing by 38%, prompting Centra to launch its new coffee bean and continue to build on its position as one of Ireland’s most popular destinations for ‘on the go’ coffee.

Irish people still view coffee as an affordable indulgence, with good coffee becoming something of a necessity as palates have become more sophisticated and demanding, however, Irish coffee drinkers are going back to basics and purchasing more cups of regular coffee over lattes and cappuccinos.

The average cups of coffee purchased per day in Centra stores has increased from 1.5 to 2 cups, with Centra forecourt stores accounting for 20% of the groups total coffee sales, particularly before 9am each morning. This growth is primarily driven by lifestyle factors, with consumers citing their desire for an energy boosting kick-start to their day as the main reason for purchasing take-away coffee. Centra’s forecourt store in Charleville Co. Cork is reported to sell more cups of coffee than any other Centra store throughout Ireland, with over 130,000 cups sold each year. Centra convenience stores represent the highest sales for the mid morning and lunch time coffee trade.

Commenting on the announcement, Ciara McClafferty, Category Manager, Centra said “We are delighted to award the contract for our new full roast coffee to Bewley’s. We are fully committed to supporting Irish suppliers and Irish businesses, while providing our consumers with a quality product. With the improvement of coffee standards in Ireland, consumers expect a café standard when purchasing coffee in store and this is what we supply with our new full roast bean. By purchasing Fairtrade coffee, Centra is supporting marginalised suppliers and workers, helping them move from a state of vulnerability to security and economic self sustainability.”

Speaking at the launch, Jim Corbett, Managing Director, Bewley’s said “We are delighted to sign this €2million supply deal with Centra. It is a great example of two strong indigenous Irish brands doing significant business together and in so doing, helping to secure Irish jobs in addition to providing consumers with a great tasting quality product at good value prices. Supplying Fairtrade coffee, demonstrates Centra’s commitment and strategic intent to develop sustainable and ethical relationships with suppliers, both at home and abroad and we at Bewleys are very pleased to be involved.”