The demand for organic products is substantially increasing. That is what Löfbergs focuses on when the coffee roaster is expanding its assortment.
In February, Eko Mörkrost (Organic Dark Roast) makes an entrance on the coffee shelves in Swedish grocery stores. Löfbergs is preparing for a record launch due to the great demand for organic products.
– We have probably never experienced such a positive reception for a new product. According to the food chains, it has been difficult to get hold of a sufficient supply of organic products, which is why it feels great for us to expand the assortment with an organic dark roast that we believe can become many people’s favourite, says Kent Pettersson, sales director at Löfbergs.
Straight from the producing countries
Löfbergs purchases all coffee straight from the producing countries. It can be seen on the package of Eko Mörkrost, which is decorated with a photo from Santa Barbara in Honduras that Martin Löfberg took during one of his visits in the search for the perfect beans.
Handpicked Arabica beans from organic farms in South and Central America as well as East Africa are used for the Eko Mörkrost.
The coffee has delicate aromas of forest fruits and tasting notes of dark chocolate. Eko Mörkrost is labelled with KRAV and EU Organic. It means that the coffee comes from farms that do not use chemical pesticides or artificial manure and that decrease the climate impact.
Triple the sales in a year
That there is a great demand for organic products is not news for Löfbergs. In the last year, the sales of the coffee roaster’s organic medium roast (Savannah) have tripled.
– We never compromise with the great taste, but there is no doubt that the demand for fair, organic products is really high. That is why we have great expectations for Eko Mörkroast, says Kent Pettersson.
In 1995, Löfbergs imported the first container with organic coffee to Sweden. The family-owned coffee roaster is already one of the world’s largest importers of organic and Fairtrade labelled coffee.
