P&G adds socially conscious coffee to its Millstone product line

Cincinnati: Proctor & Gamble has taken a major step to improve its image with environmental and social-responsibility groups by announcing that it will offer a fair-trade coffee in its Millstone line.

Cincinnati: Proctor & Gamble has taken a major step to improve its image with environmental and social-responsibility groups by announcing that it will offer a fair-trade coffee in its Millstone line.

The consumer products giant worked with Fleishman-Hillard to spread the word of its decision to sell Millstone Mountain Moonlight Fair Trade Certified coffee. The agency gave USA Today exclusive access to the story, which the daily newspaper covered the same day as a press release was distributed to other media outlets.

Fair-trade coffee is bought at a price that guarantees a profit for the small farmers who grow the beans.

The world is in the midst of a coffee glut, with prices hovering between 40 and 50 cents a pound, below production costs of 70 to 80 cents in Central America, said Liam Brody, the coffee campaign manager for Oxfam International, a Boston-based organization that champions fair-trade coffee.

Tonia Hyatt, external relations manager for Millstone, noted, ?These products are an indication of our commitment to give consumers excellent quality and a commitment to social responsibility.?

The new Millstone fair-trade product is only being sold online and over the phone. Another new offering, Millstone Rainforest Alliance Certified Signature Roast, is being made with coffee certified by the Rainforest Alliance, a group dedicated to eco-friendly growing techniques that do not harm rain forests.

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