New premium brew is sourced from coffee growers held to strict environmental standards.
7-Eleven Convenience Stores have rolled out an exclusive new premium Nicaragua single-origin coffee from Matagalpa that is the retailer’s first coffee to be Rainforest Alliance Certified.
The Rainforest Alliance is an international nonprofit organization that seeks to conserve biodiversity and ensure sustainable livelihoods. Carrying the Rainforest Alliance Certified seal with the little green frog means 7-Eleven stores’ new coffee is sourced from coffee growers whose farms are required to meet strict standards designed to protect the environment, conserve wildlife and promote the well-being of local communities.
This single-origin coffee, made exclusively from 100% Arabica beans harvested from Nicaragua’s famed Matagalpa region, is a full-bodied, medium-dark roast with a delicious dark chocolate aroma and rich, sweet notes of cocoa.
“Our Matagalpa Nicaraguan coffee delivers a smooth, rich and robust flavor – it’s a great tasting, premium cup of coffee without the premium price,” said Nancy Smith, 7-Eleven senior vice president of fresh food and proprietary beverage merchandising. “And it does so with minimal impact on the environment. Nearly every major coffee-producing region of the world is under stress as changing weather patterns affect coffee production. By working with the Rainforest Alliance, we can help foster sustainable farming practices that protect natural resources.”
“Our goal was to source a coffee that could carry the Rainforest Alliance Certified seal and provide a great-tasting addition to our selection of fresh-brewed coffees,” Smith said. “The Rainforest Alliance got its start in Central America, which also happens to be where some of the world’s best coffee beans are grown. The Matagalpa Nicaragua coffee got rave reviews in taste tests.”
All 7-Eleven coffee varieties, flavors and blends are exclusive, with roasting levels and specifications developed exclusively for the retailer. One of its customers’ favorites is from another tropical Latin American country. The retailer’s 100% Colombian coffee has had the fastest-growing sales this year. The global convenience store chain is the fourth largest coffee retailer in the U.S.
7-Eleven announced in July that it was working with Conservation International (CI) to set measurable corporate social responsibility (CSR) goals to reduce its environmental footprint. 7-Eleven’s CSR mission has three focus areas – planet, products and people. The retailer also joined CI’s Business and Sustainability Council, a forum for corporate leaders taking positive environmental actions in their businesses, to explore mutually beneficial ways to further reduce its environmental impact.
“The Rainforest Alliance is proud to be working with 7-Eleven, a company that understands the value of sustainably sourced coffee and shares our belief that everyday actions add up to meaningful impact,” said Alex Morgan, Rainforest Alliance director of Markets Transformation.
As part of its CSR objectives, 7-Eleven will continue to seek out responsibly-sourced coffees and other products and packaging with less environmental impact.
Like all its proprietary beverages sold in a cup, the new single-origin coffee qualifies for 7Rewards, 7-Eleven’s customer loyalty program. Through its mobile app, 7Rewards customers earn a free any-size drink after the purchase of six drink purchases. The 7-Eleven app is available for download in Google Play and the App store.
Nicaragua single-origin coffee from Matagalpa is available at participating 7-Eleven stores.
