Press Releases

8/03/04

Millstone® Coffee Brings Social and Environmental Change to the Coffee Aisle

Fair Trade Certified™ and Rainforest Alliance Certified© coffee to hit the stores in response to growing consumer interest

CINCINNATI, August 3 /PRNewswire-FirstCall/ -- After launching its Signature Collection online and through phone orders in September 2003, Procter & Gamble's (NYSE: PG) Millstone Coffee brand, one of the largest gourmet coffee brands sold nationwide, is introducing two of these specialty coffees to be sold at grocery and retail stores throughout the country starting this fall. Millstone Organic Mountain Moonlight (Fair Trade Certified™) and Millstone Rainforest Reserve (Rainforest Alliance Certified©) roasts are gourmet coffees of exceptional quality that also support the economic, social, and environmental needs of coffee-growing communities.

This launch will make Millstone one of the largest gourmet coffee roasters to sell Fair Trade Certified coffee in retail stores and the first and only major roaster to sell Rainforest Alliance Certified coffee nationwide at mainstream grocery stores. The roasts have been certified by TransFair USA and Rainforest Alliance - two of the world's best-recognized certification organizations. Fair Trade Certification ensures that coffee growing communities are paid a fair, living wage. Rainforest Alliance Certification works to protect the environment.

Since the launch of the Signature Collection last September, online and phone sales have been building momentum. The growing consumer response is prompting further expansion of distribution into retail and grocery stores throughout the country. Millstone Organic Mountain Moonlight and Rainforest Reserve coffees are some of the most popular varieties on http://www.millstone.com .

These roasts are part of a growing trend among consumers for products that contribute to global social and environmental improvements. They meet Millstone consumers' desires for excellent taste, and have been carefully chosen to meet Millstone's standard for using only the finest Arabica beans. The current coffee market often forces coffee-growing families to sell coffee at prices that are not high enough to meet their most basic necessities, such as food, education, and healthcare. Fair Trade Certification guarantees that these basic human needs are met. Rainforest Alliance Certification protects the environment in these communities.

Each of the two roasts will be sold in 10-ounce pre-pack whole bean form and will come in packaging unique to the Signature Collection and distinguishable from other premium Millstone coffee packaging. The roasts will be marked to show certification - either as Fair Trade and Organic Certified (Mountain Moonlight) or as Rainforest Alliance Certified (Rainforest Reserve).

"We are proud to expand our alliance with TransFair USA and Rainforest Alliance, who set the standards for sustainability - economic, social, and environmental said Doug McGraw, vice president, Global Coffee, Procter & Gamble. "We hope to see growing consumer interest in these coffees that deliver on taste, while also enhancing coffee-grower quality of life."

Fair Trade Certified and Rainforest Alliance Certified roasts will continue to be sold online and through phone orders ( http://www.millstone.com and 1-800-SAY-JAVA), including two new varieties which will be exclusive to the Web site. In addition, Millstone Cup of Excellence® Signature Roast, will continue to be available online and through phone orders. The Signature Collection, like all Millstone Coffees, is selected only from the top 15 percent of coffee beans worldwide.

About the Coffees and Certification

Millstone Organic Mountain Moonlight Fair Trade Certified

This medium-dark roast has a smooth body and a subtle jasmine aroma. It is certified by TransFair USA - the only independent organization certifying Fair Trade products in the United States. In addition to Fair Trade Certified, this roast is also certified Organic.

Fair Trade Certified coffee is grown on co-ops of democratically organized farmers. For these farmers, Fair Trade means hope for the future. Fair Trade certification is a guarantee to consumers that family farmers receive a fair price - significantly higher than average - for their exceptional coffees, enabling millions of farming families worldwide to stay on their land, keep food on the table, and keep their children in school. Fair Trade assures quality from crop to cup with strict criteria for social and environmental standards. The Fair Trade model is backed by an internationally recognized monitoring system that has operated for more than 16 years worldwide.

Millstone Rainforest Reserve Rainforest Alliance Certified

The flavor in this medium-dark roast has a ripe fruity overtone, with a hint of green apple, and clean, natural notes. Rainforest Alliance is a leading certifier of sustainable coffee and evaluator of farms according to its rigorous environmental and social standards. Working through local conservation organizations, the Rainforest Alliance applies a set of principles developed around the three pillars of sustainable agriculture: environmental protection, human welfare, and economic viability.

Every bag of Millstone Rainforest Alliance Certified Roast comes from farms that promote healthy ecosystems, protect forests and rivers, ensure soil and water quality, and are vital refuges for wildlife. In addition to visiting coffee farms annually to inspect these environmental guidelines, the Rainforest Alliance also requires the following for all workers: minimum wage or above, adequate housing, and access to education, medical care, public transportation, and recreational facilities.

About Millstone

Millstone Coffee is a gourmet coffee brand sold in grocery stores throughout the country. Millstone Coffee provides a wide variety of gourmet blends, roasts, and flavors and is available in ground and whole bean. In addition, Millstone Coffee values socially responsible coffee growers and is committed to supporting coffee sustainability practices.

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