New Delhi: Wake up and smell the coffee. And this time, it’s a brand that promises to be "Direct from the Growers".
It’s a brand that a group of small coffee growers in Karnataka's Hassan district have come together to launch, calling it "Copsy Coffee", an initiative of Arehally Coffee Cooperative Society which has 300 members.
The brand comes as part of an effort to reach out to consumers directly. It was launched by the Chairman of state-run Coffee Board G V Krishna Rau on Saturday.
"Our aim is to get the best quality coffee to consumers. We will never compromise on quality. In fact, our vision is to offer best quality coffee in the world by April 2008," PTI quoted the Society's President K M Raje Gowda, as saying.
Arehally has around 1,600 growers, 99 per cent of whom are small ones, who mainly grow coffee.
"When prices were ruling low for a long-time, we asked ourselves how can we help ourselves as we realised government help alone cannot be a long-term solution," Gowda was quoted as saying.
That’s when the Society was formed with members contributing Rs 1,000 each, parting with with two bags of coffee each, which enabled them to raise around Rs 26 lakh.
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