It Gets Complicated

It Gets Complicated was Originally Posted on September 7, 2011 by lavarock

I will try to make a short timeline out of the recent events.

Safeway was selling a “Kona Coffee Blend” in mainland stores. a Kona Coffee Farmer member of KCFA complained that their package did not state the % of Kona in the bag or where the other beans came from. The packaging implied that a major portion of the product came from Kona when it appears that less than 10% and perhaps only a bean or two actually came from here.

Hawaii law requires blended coffee sold here in Hawaii contain at least 10% of the origin named coffee and special labeling, however there is no national standard.

We and the Hawaii Dept of Ag asked Safeway to comply with Hawaii labeling, even though they did not sell this product in Hawaii. They did not reply to the request and local farmers demonstrated in front of the Kona Safeway (even though that store was not involved in the complaint). The Kona store was the closest Sasfeway t othe farmers who could not picket in front of the Safeway headquarters on California.

Safeway finally agreed to change their packaging and to increase the Kona in the bags to 10%! This admission shows that there was less than 10% Kona in a Safeway Kona Blend that was marketed with the phrase ““revel in the unmatched taste of savory beans from Hawaii’s Big Island”. The bags now will state “delicate and smooth flavors of our Kona beans combine in perfect harmony with our Latin American beans to create this fragrant cup.”

In the meantime, while this was happening, I went to a Target store in vegas and noted that they had a Kona Blend with no % given on the bag. No problem, however we farmers would have prefered to have that information given. Then I came back to Kona and found the exact same product on the shelves here in Kona. Archer farms Kona Blend, for sale in the state, with no % of Kona Coffee on the label, in direct opposition of state law.

I spoke with an associate of the store and then went to the Service desk and spoke with a senior member/manager. She listened carefully as I told here that they had a product on the shelves which could not be sold because it violated state Agricultural rules and state law. She had heard about the picketing of the local Safeway a few blocks away and told me that she whould speak with her stocking people (I assume the distributor) and her main office. I scheduled a return trip in a few weeks to see what the outcome was.

Before I got back to check, another member of our association did and found no such product on the shelves. It appears that my discussion with them was sufficient for them to pull the product and not offer it until packaging was modified. I thank Target for their response!

Then just 2 days ago I see notice that a lone citizen in California, who said she has purchased the Safeway brand of Kona Coffee Blend, was fooled into thinking she ccould taste the Kona in the blend and now finds out that she was duped. She is asking for nation-wide class action with her suit.

My feeling mirrors that of many of the farmers (especially those who do NOT sell to these blenders). That is that we don’t care if a company wants to blend Kona with other coffees, if the public will buy it. We think that our coffee is excellent and does not need blending. Blending appears to be done to increase the profits of the blenders because they trade on our name while delivering a product not sustancially based upon our product. If they are forced to remove the name “Kona” from the blend name, their product does not sell, thus they rely upon the consumer thinking that 10% smooth coffee in a bag of 90% less smooth coffee is worth paying a lot more for. My contention is let the public know what they are buying and in what proportions and from where. Then, armed with that information the public can make up its own mind.

I liken this to a package that says “Beef Hot Dogs” which in reality contain 90% pork. Or when someone buys a Tahitian necklace which was made in China or Hawaiian Macadamia Nut candy which is marked “Made in Mexico” and whose mac nuts may have come from New Zealand.

Anyway, with all the problems with prioducts coming from foreign lands, it would be nice to know what you are really buying and where it is from, sso they YOU, the consumer can make the final choice.