The first manifesto coffee by Altromercato, part of the “consume or choose” campaign, urges consumers to think over the value of their own choices.
Altromercato, the largest fair trade organization in ltaly and the second in the world, launched its first multi–channel communication campaign at the very beginning of October. lt has a very specific aim: to make people think over the value and power of their purchases and to build a better world for everyone, together with consumers and businesses.
The campaign also includes the launch of the first “Manifesto Coffee”: a new coffee with a strongly symbolic value that paves the way for a series of other products that will literally “speak to the consumer”. “Consume or choose?” is the main claim of the campaign and the question that Altromercato poses to consumers. Resent research has shown that today’s consumers are much more aware of their ability to guide the market and increasingly expect companies to behave responsibly and sustainably, becoming bearers of a value that goes beyond simple profit, acting for the wellbeing of everyone. For this reasons, Altromercato has decided to “speak” to the hearts of people using a new language and a new tone of voice, in order to make them reconsider the value of their everyday choices.
The “Manifesto Coffee” is presented in a sustainable, aluminum-free, packaging on which a question is printed, addressed directly to the consumer and to anyone who is facing it on a shelf: “Is there a coffee that does not taste bitter for the workers?”. This is a special coffee, good for the producers and for the planet, which incorporates both the question and the implicit answer. This is a coffee that urges you to choose whose side to take (in ltalian “scegli da che parte stare”).
This new coffee is a 100 organic Arabica blend from Peru, Nicaragua and Mexico, grown on high grounds. It is a coffee for Moka, the most sustainable method of consuming coffee, stored in a soft pack without aluminum that can be recycled as plastic. lt has a very aromatic and fruity cup, full body with a persistent and chocolate aftertaste.
Coffee, the symbol of the campaign, is a key product for Altromercato- just consider that between the years 2019 and 2020 60 million of Altromercato coffee cups were drunk, thanks to the 22 different types of coffee available in their rage, over 60% of which organic. lt is with coffee that Altromercato started its fair trade activity over thirty years ago and today, thanks to their experience, the organization can claim to have created an ethical supply chain of coffee, sustainable from a social, environmental and economic point of view. The “Manifesto Coffee” is available in Altromercato stores, in different retail of large–scale distribution, on the online shop
and on the dedicated website
