An informative time of year

Beverage brands celebrate causes in October

There aren’t many months that I enjoy more than October. There’s a chill in the air that allows me to bring out my favorite sweaters and sweatshirts from the closet, but it’s not too cold to prevent me from enjoying all the seasonal activities. But October is more than fun fall festivities.

As many know, October is national breast cancer awareness month. According to the American Cancer Society, about one in eight women, approximately 12 percent, in the United States will develop invasive breast cancer during their lifetime. With numbers like this, it is no wonder that many events and charities are around to support education and awareness about this disease. But highly talked about events aren’t the only ways people are showing their support.

This month, Las Vegas-based Real Water began a program in which it will donate $0.60 to the Susan G. Komen organization for every specially marked case of Real Water sold. Packaged in pink bottles, Real Water’s promotion will continue through December 2014. Check out our story on page 42 to learn more. Also showing its support for breast cancer awareness, The Coffee Bean & Tea Leaf chain, owned and operated by Los Angeles-based International Coffee & Tea LLC, released limited-edition Cherry Vanilla Tea. The tins of 21-count tea bags are available through Nov. 3, and The Coffee Bean & Tea Leaf will donate $1 from every purchase of the tins to the National Breast Cancer Foundation.

Although breast cancer awareness resonates with so many out there, it is not the only cause highlighted this month. October also is host to Fair Trade Month, and Waterbury, Vt.-based brand manufacturer Green Mountain Coffee Roasters (GMCR) is celebrating it with its “Great Coffee, Good Vibes, Choose Fair Trade” integrated awareness campaign.

In partnership with music artist Kelly Clarkson, GMCR’s campaign aims to educate and encourage consumers to purchase Fair Trade Certified products. As part of this campaign, Clarkson even took a trip to Peru to see the positive impact Fair Trade can have on coffee-farming communities.

Through Facebook, choosefairtrade.com, retail activation and digital advertising, consumers can learn about Clarkson’s experiences. Fans also got a chance to hear about Clarkson’s experience in Peru during an Oct. 10 concert webcast on Facebook. In addition to performing some of her most popular songs, Clarkson educated fans about the effects of Fair Trade and GMCR’s mission.

“Green Mountain Coffee is thrilled to launch ‘Great Coffee, Good Vibes, Choose Fair Trade’ with Kelly,” said Susan Cote, senior director of the specialty coffee category for GMCR, in a statement. “Through the universal language of music, the campaign will help people experience Fair Trade Certified coffee, feel good about helping others, and purchase Fair Trade products. Kelly got her chance at a career in music, and like us, she strongly believes coffee farmers deserve the same opportunity. She’s committed to sharing the importance of Fair Trade with her fans.”

Jessica Jacobsen, editor of Beverage Industry, visits a range of beverage companies for cover stories and facility tours, represents the magazine at trade shows and industry events, and works with the Beverage Industry team to determine the content and direction of the magazine and its online components. She earned a Bachelor of Arts in Journalism from Marquette University.

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The Non-Alcohol Beverage Market, analysts at Beverage Marketing Corporation detail how established categories ― like carbonated soft drinks, bottled water, fruit beverages ― and emerging beverage segments ― such as plant milks, ready-to-drink coffees and teas ― are navigating these shifts.

This important industry event is a learning and information sharing experience for warehousing, distribution and fleet management professionals who will have the opportunity to continue to share ideas and network with their industry peers in a safe and productive format as we continue to navigate these challenging times.