Kona farmers complain to Green Mountain Coffee Roasters

T.J. Whalen
Vice President, Marketing
Green Mountain Coffee Roasters
33 Coffee Lane
Waterbury, VT 05676

Dear T. J. Whalen:

Thank you for your letter of January 3, 2008, in response to my letters of September 2 and December 14, 2007. Your taking time to respond is appreciated.

I also want to re-state the appreciation of Kona coffee growers for the important role of GMCR in popularizing and broadening awareness of geographically identified specialty coffees. We applaud GMCR’s early support for Ethiopia’s efforts to protect the geographical identity of Ethiopian coffees.

The GMRC position on the marketing of “10% Kona Coffee Blends”, however, is disappointing. The use of the Kona name on packages which are 90% non-Kona coffee is inherently deceptive. Last year the Hawaii Legislature recognized this is so by making a factual finding that Hawaii’s “existing labeling requirements cause consumer fraud and confusion and degrade the ‘Kona coffee’ name.” (See SCR102/HD1.) Consistent with that finding, Kona coffee growers are working with our legislators to amend HRS Sec. 486-120.6 to bring an end to this fraud and to put a stop to the resulting damage to the Kona coffee name.

GMCR has a reputation for good corporate citizenship. Given that reputation, the Kona Coffee Farmers Association respectfully requests that the company re-examine this issue in light of basic consumer protection and fair marketing principles. If GMCR’s “87”-rated blend appeals to customers on the basis of its taste, then it will sell without the deceptive use of the Kona name.

This integrity and reputation of our heritage crop is important to Kona coffee growers. We appreciate your continued consideration of the issue.

With aloha,

Bruce Corker
Kona Coffee Farmers Association

Robert's Note:

Please see my complaint to Wawa Food Markets about their deceptive mis-use of the Kona name in selling coffee. Adulteration of Kona coffee by Wawa. Wawa's response to my complaint was a puny form letter email. We all await Green Mountain's response to the Kona Coffee Farmers Association.