Food Brands Group

Sector:  Food Producer/ Processor, Retail
No.of Employees:  10
Region: London

Summary
Percol is one of the brands owned by Food Brands Group (FBG).  Percol is a brand of premium coffees and tea, sold throughout major multiples, independents, wholesalers and health food stores.

Background
Percol was launched in 1988 by Food Brands Group.  In the same year, the Coffee Kids charity was founded in the US, by Bill Fishbein.  In 1998, Percol began its Cause Related Marketing initiative with Coffee Kids.  Today, FBG's turnover stands at approximately £6 million.

Responsible business objectives 

Percol is very passionate about its products but is also very passionate about the way it does business.  It believes that premium quality can go hand in hand with positive business ethics.

How they do it

• Partnership with Coffee Kids.  Agreement to support Coffee Kids, to register the organisation as a UK charity, and to be the primary sponsor and marketing partner for the charity.

• Fairtrade range.  Percol was one of the pioneers of the Fairtrade Mark. It offers a range of coffees and teas that have achieved the Fairtrade standard.

• Organic range.  A range of coffees certified by the Soil Association.

What impact it has

• Support of Coffee Kids' diversification projects.  Coffee Kids introduces alternative sources of income for communities dependent on coffee farming in Mexico and Central America.

• Contributions from sales: 1% of net turnover from instant coffees and 2% from roast and ground coffees donated to Coffee Kids.

• Marketing of Coffee Kids, to raise awareness of Coffee Kids.  Inclusion of Coffee Kids logo on all packaging, marketing material and press information.  Visibility of Coffee Kids at all levels of trade and consumer marketing.

• Percol staff time.  10% of PR & Marketing Manager's time invested in the partnership, plus other PR and Marketing agencies where relevant.

• 'Encuentro' conference, Mexico.  Opportunity for farmers and cooperatives to share best practice and ideas on diversification, and to establish their own support network.

• Growing support for Coffee Kids from individuals and other UK businesses.

• Fairtrade for coffee and tea growers.  A guaranteed, fair price to producers, plus a 'premium' that producers can invest in developing their community.  Contracts with suppliers also allow for long-term planning and sustainable production pratices.

• Sustainability.  Percol's organic range avoids artificial fertilisers or pesticides, producing benefits for consumers, the environment and producers.

Business Benefits

• Product differentiation.  By identifying itself as a brand dedicated to ethics, Percol's partnership with Coffee Kids gives it the cutting edge over competitors and a point of difference to distinguish the brand.

• Brand growth and awareness.

• Acquisition of awards, including the 2004 Organic Food Awards and Fine Foods Oscars.

• New partners.  Coffee Kids generates interest from potential partners.  A new, mutually-beneficial relationship with Body Shop is a direct outcome of Body Shop's interest in Percol's work with Coffee Kids.

• Staff motivation.  Feedback on the Coffee Kids projects is received with real enthusiasm by employees.

• Stakeholder interest.  New stakeholders are particularly interested and inspired by the partnership.

• Consumer interest.  The Coffee Kids story gains a very positive reaction from customers.  Research suggests that this interest is translated into increased sales.