Holiday Inn Introduces Arabica Coffee at U.S. Hotels

Brand sets new standard in the hotel industry

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. October 14, 2008

APRIL 5, 2007. Holiday Inn Hotels & Resorts announced today that it will serve Rainforest Alliance Certified Coffee(R) 100% Arabica bean blend at its nearly 1,000 properties in the United States with the rollout beginning in April with full implementation by June.

This move harnesses Holiday Inn's massive buying power and makes it the largest hotel brand to serve Rainforest Alliance Certified coffee. The announcement means at least 30 percent of the beans used to brew more than 55,233 cups of coffee served every day in Holiday Inn hotels in the United States will come from a Rainforest Alliance Certified farm in Guatemala.

Holiday Inn expects to buy over half a million pounds of coffee blended with Rainforest Alliance Certified beans this year for its award-winning Best- 4-Breakfast(R) menu. This purchase will support environmentally and socially responsible practices on farms where workers and their families are protected and biodiversity is conserved. Areas of impact include the protection of ecosystems and access to clean and safe living and working conditions, schools, healthcare, training, potable drinking water, decent wages, better markets for crops and other worker rights and benefits.

"Consumers today do not just want a great tasting cup of coffee - they also want a brand they can feel good about buying and drinking," said Sue Morgan, vice president of Holiday Inn's Franchise Food & Beverage. "This new brand program provides our guests with a higher-quality product of 100 percent Arabica beans. And with the added benefit that the beans are grown by farmers who use sound ecological farming practices, with a commitment to a better quality of life for the workers and educational opportunities for their children. This commitment is a great fit with the Holiday Inn brand."

Holiday Inn's move is the latest example of a recent trend toward sustainable certified products breaking out of specialty niches and into mass markets, gaining popularity with large companies, mainstream outlets, and consumers. In the past three years, the amount of coffee purchased from Rainforest Alliance Certified farms has, on average, doubled, from an estimated seven million pounds of coffee purchased in 2003 to an estimated 59.9 million pounds purchased in 2006.

"Holiday Inn's partnership with Rainforest Alliance shows how big companies are discovering cost-effective ways to support sustainable practices," said Tensie Whelan, executive director of the Rainforest Alliance. "Blending beans from certified farms into mainstream brands helps support on a large scale farms that are having positive environmental and social impacts."

Holiday Inn has selected Royal Cup Coffee, Inc. as its partner in this new venture. Royal Cup, a Birmingham, Ala.-based importer, roaster and distributor of premium coffees and teas, has extensive experience and expertise within the hotel industry and an existing relationship with the brand.

"We are delighted to be working with Holiday Inn on the introduction of the 100 percent Arabica coffee that is certified by the Rainforest Alliance," said Hatton Smith, president and chief executive officer, Royal Cup Coffee, Inc. "It's rewarding to know we're helping Holiday Inn provide guests with a premium cup of coffee while supporting sustainable farming."