EssentialNews UK COFFEE WEEK 2010
Left: Erika Makalli collects clean water from the tap stand
Right: Nakwetikya, a Masai woman, at the new water source
(photos: WaterAid/Alex Macro)
To recap, UK Coffee Week will be an annual programme to promote the success and vibrancy of the UK coffee and foodservice sector, whilst giving back to a worthy cause. Money raised during UK Coffee Week will help raise awareness of and benefit Project Waterfall - an initiative to provide clean drinking water and education to underprivileged communities in African coffee producing countries. During UK Coffee Week, consumers will be asked to pay a voluntary 5p levy on each cup of coffee (or food purchase). 100% of all consumer donations will go directly to fund Project Waterfall. Approximately 7,000 people in the Chini Ward of the Mbulu District will be the first to benefit from the money raised. To deliver this project, the Allegra Foundation will be partnering with WaterAid, a non-governmental organisation dedicated to the provision of clean water. UK Coffee Week is a real opportunity to raise the profile of
Help the coffee industry unite in a good cause
the coffee and foodservice sector and is fully inclusive of all sizes and types of businesses within the industry. Leading coffee chains such as Starbucks, Costa Coffee and Caffè Nero are already confirmed participants, as are highly regarded independent coffee shops such as Flat White, Monmouth Coffee and Kaffeine. Industry suppliers supporting the project include Lavazza, Beyond the Bean, Matthew Algie, Solo Cup, Huhtamaki and Square Mile Coffee Roasters.
Allegra is inviting the coffee industry to contribute seed funds. These contributions can vary according to the type and size of the business. These funds will cover the
6 Essential Café
administration costs of the initiative, ensuring that all consumer donations go directly to fund projects in African coffee growing countries.
Independent coffee venues can get involved for as little as £25, which will cover the cost of producing and distributing marketing materials for display in-store. Signing up to UK Coffee Week offers smaller operators the opportunity to make a difference, without impinging on resources. Participants will be encouraged to use official UK Coffee
Week marketing materials (posters, leaflets, and window stickers) leading up to and during UK Coffee Week. Coffee venues will be encouraged to send press releases, photos and general feedback to local press and radio about in-store activity. They will also be encouraged to ramp up traffic on their websites and social networking sites. Advice on how to do this will soon be available on a dedicated page on the UK Coffee Week website
www.ukcoffeeweek.com There will also be a national marketing and PR campaign to
raise awareness of UK Coffee Week and encourage increased footfall in cafés nationwide. Businesses that sign up to UK Coffee Week will have their shop name, address, telephone number and web address added to the official UK Coffee Week website, so that consumers can find participating shops in their area. The website will also feature in-store promotional activities, competitions and a discussion blog.
For more information on UK Coffee Week visit the website
www.ukcoffeeweek.com; alternatively you can contact Kathryn Lennon, programme manager, Allegra Foundation by email -
klennon@allegra.co.uk - or call 020 7691 8816.
Information about any advertisements appearing in this issue:
enquiries@essentialcafe.co.uk
As mentioned in the June/July edition of Essential Café, the Allegra Foundation will launch the first UK Coffee Week between September 27 - October 3 2010. Sign up to take part and you will make a difference to underprivileged communities
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