The Gevalia Coffee Company

Posted by CoffeeDewd on June 20th, 2010 at 05:25pm

Gevalia Kaffe is a subsidiary belonging to Kraft Foods and is the biggest coffee roastery in Scandinavia. In the United States, the company offers a coffee club membership that delivers premium coffee and teas directly to customers. Gevalia Coffee offers more than 40 different varieties of premium coffee and tea.

Located in Gavle (which is spelled Gevalia in Latin) in Sweden, Gevalia Kaffe was first brought there in 1920 by the Victor Theodore Engwall trading company. It remained a family owned business until 1971 when they sold it to General Mills. General Foods eventually became Kraft Foods, and that’s the company that owns Gevalia today. Gevalia Coffee is mostly sold in Denmark, Sweden and the Baltic area.

Gevalia is represented as a mainstream brand in Northern Europe, while in the United States, it’s marketed as a premium brand. The Gevalia Kaffe company also offers a coffee service for offices and businesses, with coffee available by the case or as premium singles. You can also get Gevalia coffee for the popular Tassimo Beverage System.

Gevalia began selling in the United States in 1983, offering a mail-order delivery service. Today, they are most well known for their introductory specials, where customers can get a free coffeemaker, and free mugs, carafe’s, coffee, and other coffee-related gifts.

Gevalia specials were first offered through advertisements in magazines, direct mailings, and on television. Now, the lead promotion method is Internet advertising, started in the early 2000s. Gevalia is the most popular coffee club in the world. Gevalia launched a new web site in 2009, along with new marketing campaigns, and better customer service. The result was explosive growth in their popular coffee club program.

Gevalia has available more than 40 varieties of coffee and tea. Most of these coffee varieties are Arabica blends, made from beans that come from Guatamala, Columbia, Costa Rica and Kenya. Gevalia Kaffe, their signature coffee blend, is comprised of six separate varieties of Arabica and Brazilian beans. The result is a complex flavor enjoyed by coffee drinkers.

Gevalia has made it its mission to support small farmers and green growing practices. Gevalia’s Karoma Estate coffee is produced in the Dominican Republic using sound environmental practices. The farmers keep 25% of their land set aside for to conserve local wildlife.

Gevalia has also formed relationships with other coffee growers in the world. In Colombia, Gevalia has worked to upgrade coffee production methods, and improve water quality and living conditions for the local populace. In Peru, Gevalia set up quality standards for Peruvian coffee and helped Peruvian farmers gain market share. In 2002, this partnership resulted in the introduction of Peruvian Organic Coffee. Other Gevalia assistance include education programs and providing food and medicine to those in need.

Gevalia Coffee continues to find, blend, and roast and make available some of the finest coffees available through their Gevalia offers, keeping coffee lovers satisfied, cup after cup.

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