November 1, 2001
100% KONA COFFEE ®
HOW TO TELL IF THE BREW IS TRUE
Kona Coffee has joined the ranks of prestigious agricultural products with
registered certification marks (trademarks for agricultural products) by
the U.S. Patent and Trademark Office. Officially known as '100% Kona
Coffee', the certification mark is owned by the Department of Agriculture
of the State of Hawaii, who can now stop people who might be tempted to use
the name Kona on beans grown elsewhere in the world. The trademark can only
be used on bags of coffee that was grown within the geographic borders of
the North and South Kona Districts on the Big Island of Hawaii.
Did you ever wonder why there are certification marks from the U.S. Patent
and Trademarks Office for names like Grown in Idaho Potatoes, Florida
Citrus, Washington Apples, Wisconsin Real Cheese, and even Colombian
Coffee? It's the name of the game in protecting consumers and growers
alike when it comes to authenticity and quality of the product you consume.
Otherwise you might be buying spuds from the Sea of Cortez, oranges from
Indonesia, apples from the Middle East, or cheese from the Moon. The
temptation to capitalize on the name 'Kona' by substituting coffee from
other origins for real Kona coffee has been tempting because the 600 small
(3 - 5 acre) farms in Kona only grow 2 Million pounds of unroasted coffee -
only .03% of the world's coffee production which exceeds 6.6 Billion pounds.
Battles for authenticity were also fought in Napa Valley to protect
consumers from bogus wine. In the 1960's, Napa Valley vintners transformed
wine from an ordinary beverage to a symbol of high culture. But in doing so
they created a demand for these extraordinary grapes that could not be
filled by the small vineyards in the valley itself. So a few large
wineries, intent on capitalizing on the Napa name, began importing grapes
into Napa Valley from counties outside Napa - such as Modesto and Sonoma.
They tempted buyers with clever names such as Napa Ridge - a beverage
that contained no Napa grapes at all. Fortunately for wine enthusiasts, a
new Napa County ordinance was passed in 1990 to enforce what is known as
the 75% Solution. This ordinance requires that all new and expanding
wineries use at least 75% grapes grown in Napa if they want to use the
name 'Napa' on their labels.
During the same period of time, coffee afficionados made Kona coffee, grown
on the volcanic slopes of the Big Island of Hawaii, one of the most
sought-after coffees in the world. Once you smell the fragrance of fresh
ground Kona beans, the aroma of just-brewed Kona coffee, and taste its body
and unique flavor, often accented with notes of wine and chocolate, you'll
join the fans who make a good cup of Kona coffee a lifetime search. The
problem is that, until recently, there has been no legal protection for
consumers from coffee producers and roasters determined to get rich by
falsely using the Kona. No wonder why, all too often after finding their
special treasure, many folks are disappointed with its quality.
The good news is that now the new Kona coffee certification trademark
should make it easier to detect the 'real deal'. Whether shopping at your
local coffeehouse, on the Internet, or through a catalog, just ask your
supplier to verify that there was a tag printed with certification
trademark '100% Kona Coffee' stitched to the burlap bags of unroasted Kona
coffee they put in their roaster. At this time, the Hawaii law only
requires the mark on bags of unroasted coffee intended for sale as '100%
Kona Coffee', but your local roaster can put the mark directly on their
bags of roasted coffee on the shelf, making your search simpler.
Fortunately, for most of us, there is an easier way to find and purchase
this quintessential brew. You can ensure both authenticity and freshness
by ordering direct from one of a handful of estate Kona coffee farmers that
actually grow, process, roast and ship the 'best of the best' direct to
your doorstep. You'll be amazed at the difference, due to its purity and
freshness. On Hawaii Island few estate growers are admired as the benchmark
for coffee that delivers the quality that Kona coffee lovers seek.
Nestled in the hills of Honaunau mauka, over looking Kona's Honaunau
Valley and Kealekaekua Bay, hidden away from the hustle and bustle of
Kailua-Kona village, grows a six acre organic garden. Here Rooster Farms
Coffee Co. produces the finest Certified Organic '100% Kona Coffee'. The
Roosters' coffee is fresh, smooth, full-flavored, very aromatic and has the
distinct touch of sweetness characteristic of the mauka bean. Mail ordered
fresh from our farm to you via USPS Priority mail. We gladly except Visa
and MasterCard. Contact the Rooster at (808) 328-9173, Fax (808) 328-9378,
e-mail firstname.lastname@example.org, or the web site www.roosterfarms.com.