Printer Friendly

STARBUCKS SECURES EXCLUSIVE COLOMBIA NARINO SUPREMO CROP FOR THIRD CONSECUTIVE YEAR

 SEATTLE, March 1 /PRNewswire/ -- For the third year in a row, Starbucks (NASDAQ-NMS: SBUX) will be the exclusive purveyor of Columbia's most exquisite crop of coffee, Columbia Narino Supremo, Starbucks said today. Outbidding European buyers and singling out the perfect bean, coffee buyer Dave Olsen brought the best to Starbucks with a combination of taste and tenacity.
 The complete crop of Narino Supremo, by Colombian standards, is extremely small. Of the 12 to 14 million green coffee bags that Columbia exports each year, this bean only counts for about 4,000; if every coffee drinker in Texas suddenly switched to Narino Supremo, Starbucks' entire annual supply would be consumed in just 28 hours.
 While publicists have done a masterful job of convincing the world that every Columbian coffee is of superlative quality, not all beans are created equal. And what Starbucks wants is at the head of the crop. Trusting not in luck but armed with determination, Olsen began his search for the perfect Columbia: the proverbial needle in a haystack of beans.
 "To understand the Starbucks Columbia," Olsen lays his tasting spoon down carefully and leans back from the table, "you have to erase everything you think you know about Columbian coffee. And start over."
 Letting his taste buds lead the way, Olsen began by cupping Columbias from a wide geographical range. His practiced palate soon picked out the distinctive beans of the Narino region, situated high in the Cordillera mountain range. Guarded jealously for decades by Western Europeans, the Narino bean yields a colorful and highly preferred flavor complexity used in upgrading blends.
 Starbucks was quick to recognize the superiority of the Narino beans, and Olsen packed up for the town of Pasto he knew produced them. Pasto hovers at breathtaking altitude on a flank of the volcano Galera. "The coffee trees and corn grow on hillsides so steep," described Olsen, "that without vegetation you couldn't get up or down without a rope."
 This was the place. Olsen had identified the country's finest family of beans, but was determined to go one step further. Starbucks' mission was to isolate the most desirable Narino beans -- the best of the best -- and offer them as a pure varietal. Through a combination of tastings and sorting by hand, Olsen linked the superior flavor characteristics he wanted with the presence of a longer, bolder bean harvested from the more mature trees in the region. This was the needle in the haystack, Narino Supremo, and he had to have it.
 Thus began a year's study in pure tenacity. First, Starbucks needed market access to the Narino beans. Western Europeans had been exercising a buying monopoly, claiming all the beans from this region for quite some time. A combination of commitment and the persuasion that Starbucks intended to use "the best beans to a higher purpose" won the battle, securing a place for Starbucks in the premium Colombian marketplace.
 Starbucks then began collaboration with a mill in Pasto. The goal? Incorporation of the painstaking and specialized technology necessary to single out this particular bean, Narino Supremo. In an environment where most farmers use hand-made pulpers and spread beans to dry in front of their own houses, coordination wasn't easy. Starbucks went out on a limb and purchased the entire Narino Supremo yield, even before the new technology was operational, as a guarantee of the process. Olsen knew the fine, sweet acidity and intense, heady aroma of the spectacular bean would be worth it.
 Olsen was right. Columbia Narino Supremo, only at Starbucks. Starbucks welcomes people to taste the difference.
 Starbucks Coffee Co. is the leading specialty coffee roaster/retailer in North America. To order Starbucks by mail, call 800-445-3428. To receive a free brochure, call or write: Starbucks Coffee Co., 2203 Airport Way South, Seattle, WA 98134.
 -0- 3/1/93
 /CONTACT: Julie Huffaker or Laura Moix of Starbucks, 206-447-1575/
 (SBUX)


CO: Starbucks Coffee Co. ST: Washington IN: REA SU: PDT

LM-JH -- SE001 -- 1262 03/01/93 09:30 EST
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Mar 1, 1993
Words:666
Previous Article:SI HANDLING SYSTEMS AND AUTOMATED PRESCRIPTION SYSTEMS FORM JOINT VENTURE
Next Article:U.S. BANK INCREASES ITS SIZE AND PRESENCE IN NORTHERN CALIFORNIA
Topics:


Related Articles
Starbucks: at the helm of Seattle's espresso adulation.
Colombia.
COLOMBIA: COURT SUSPENDS AERIAL-FUMIGATION PROGRAM.
Colombian cup of excellence finds 33 great coffees.
Several die in Colombia gun attack.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters