Industry News | June 29, 2011
Coffee Co. Sends Troops "Support from Home"
The Coffee Bean & Tea Leaf, Southern California-based and largest privately held specialty coffee and tea retailer, announced that it will host its fifth annual “Support from Home” campaign in stores from June 27 to September 12.
Among the core principles at The Coffee Bean & Tea Leaf is a fundamental commitment to social responsibility, and the “Support from Home” program is one of the company’s many examples of that commitment.
The program resulted in 1.7 million cups of coffee—or 65,336 bags of coffee—and a $95,000 contribution last year to The Fisher House Foundation, which provides resources to support injured veterans and their families.
This program, which runs from June 27 to September 12, works in four ways. First, The Coffee Bean & Tea Leaf will donate $1 from each sale of its limited edition “Support from Home” blend ground coffee ($9.95), and “Support from Home” Hand-plucked 100 percent pure Ceylon tea ($8.95), to The Fisher House Foundation.
Second, customers who purchase the “Support from Home” retail coffee or tea are encouraged to donate the bag or tea tin to troops overseas. Each package has a blank surface where the customer can write a heartfelt note to the soldier who will receive the coffee or tea.
Third, on Tuesday, June 28th from 4 – 7 p.m., all participating The Coffee Bean & Tea Leaf stores will host a Summer Open House where summer promotional beverages—like Strawberries and Cream Ice Blendedand Honeydew Ice Blended drinks—will be sold for a $1 donation, which The Coffee Bean & Tea Leafwill award to The Fisher HouseFoundation.
Finally, The Coffee Bean & Tea Leaf will donate $1 to The Fisher House Foundation for every “Support from Home” gift card sold (initial activation, no reloads).
“Since 2008, our customers have generously donated the equivalent of nearly 3 million cups of coffee to our troops through ‘Support from Home,’ ” says Mel Elias, president and CEO of The Coffee Bean & Tea Leaf.
“We hope that the small comfort of a cup of coffee or tea will remind our troops that there are people at home who are thinking of them and the sacrifices they make on our behalf.”
The “Support from Home” coffee blend is a pre-ground blend of medium dark roast coffee with flavor notes of black cherry and dark chocolate. The new “Support from Home” tea is made with hand-plucked 100 percent Ceylon tea and comes in 20-bag tins. This medium bodied tea is great served hot or cold with a deep woody flavor and hints of peach.
Customers may also donate any retail item including coffee, tea, and accessories to the troops. The delivery of the coffee and products to overseas troops is facilitated through an organization called Soldiers’ Angels, which coordinates the delivery of donated goods to U.S. armed forces deployed around the world.
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