New Certified Organic & Fair Trade Certified Tribeca Blend
Available at All Restaurants
GOLDEN, Colo., Feb. 27 /PRNewswire-FirstCall/ -- Known for its strong
support of local communities, Noah's Bagels(R) is expanding efforts to support
sustainable, small-scale coffee farmers around the globe with the introduction
of Tribeca(TM) Blend, the brand's first certified organic and Fair Trade
Certified(TM) coffee. Noah's Bagels, one of the brands under New World
Restaurant Group, Inc. (OTC: NWRG), has introduced the new sustainably grown
blend in all of its locations.
Homage to Noah's New York roots, Tribeca Blend's moniker nods to the
bustling streets of the historic Lower Manhattan neighborhood with a rich and
smooth taste as vibrant and sophisticated as the city it calls home. Tribeca
Blend's flavor is a melting pot, combining choice Arabica beans from the
world's three primary growing regions. The brand was created in conjunction
with Coffee Bean International, exclusive roaster of specialty coffees for
Noah's, and offers even the most discriminating coffee drinker an
unforgettable aroma and taste. The Blend's lighter roast component is grown in
the remote mountains of northeast Africa, homeland to all Arabica coffee. The
Latin American coffee is carefully intermediate dark roast, taming its
brightness without sacrificing its boldness. Finally, to add depth and
richness, the Asian portion of the blend has been taken to a very dark roast.
The result is a coffee with a taste as big as the city it calls home.
"Our commitment to quality extends beyond bagels and baked goods. Through
our collaboration with Coffee Bean International and TransFair USA, we're able
to display that belief in our high-quality coffees," said Brad West, senior
vice president of operations. "In addition to its great taste, the Tribeca
Blend is a sustainable coffee that is both organic and Fair Trade Certified."
According to a recent market survey, Americans are buying more organic
products to improve the health of the environment by eliminating use of
dangerous chemicals that harm the soil, air, water and humans. Additionally,
people believe that buying and using organic products are better for
supporting small farmers. Noah's is pleased to offer its guests the choice to
purchase certified organic and Fair Trade Certified coffee blends, alongside
its signature blends Midtown, Chelsea, Soho and Grammercy.
When consumers purchase Fair Trade Certified coffee, they are directly
supporting a better life for farming families through fair prices, community
development and environmental stewardship. As members of democratically
elected cooperatives, Fair Trade coffee farmers learn how to bootstrap their
businesses, trade directly with importers and compete in the global
Receiving a fair price for their harvest allows these farmers to invest in
their families' health care and education, and reinvest in processes and
facilities that improve quality and protect the environment. The Fair Trade
Certified label is backed by TransFair USA, the only independent, third party
certifier of Fair Trade products for the U.S. market.
"With this launch, Noah's shows it truly understands that it takes the
entire 'global village' to empower coffee farmers and ensure quality coffee
supplies for years to come," says TransFair USA Founder and CEO Paul Rice.
"It's critical that leaders in the quick-casual restaurant industry, such as
Noah's, embrace the Fair Trade model and acknowledge their critical role in
supporting sustainable, small-scale coffee production."
Fair Trade Certified coffee is the fastest-growing segment of the $11
billion U.S. specialty coffee market -- from approximately 76,000 pounds in
1998, to nearly 50 million pounds in 2005 -- sending more than $75 million in
above-market revenue to over one million small-scale coffee farming families
throughout the developing world since 1998.
About Fair Trade Certified(TM) and TransFair USA
The Fair Trade Certified(TM) label is the only consumer guarantee that
small-scale coffee farmers receive a fair price, enabling more than one
million farming families worldwide to stay on their land, put food on the
table, and keeps their children in school. Annual inspections require
sustainable farming methods that protect the environment, and measurable
socioeconomic development using increased Fair Trade revenue. As members of
democratically elected cooperatives, Fair Trade coffee farmers learn how to
bootstrap their businesses, trade directly with importers and compete in the
global marketplace. The Fair Trade Certified label is backed by TransFair
USA, a 501(c)(3) nonprofit organization and the only independent, third-party
certifier of Fair Trade products for the U.S. market. TransFair USA is one of
20 members of Fairtrade Labeling Organizations International (FLO), the
world's most rigorous social, economic and environmental certification system.
For more information please visit www.transfairusa.org.
About New World Restaurant Group
New World is a leading company in the quick casual restaurant industry
that operates locations primarily under the Einstein Bros. and Noah's New York
Bagels brands and primarily franchises locations under the Manhattan Bagel
brand. As of January 2, 2007, the company's retail system consisted of 598
locations, including 416 company-owned locations, as well as 86 franchised and
96 licensed locations. The company also operates a dough production facility.
The company's stock is traded under the symbol NWRG.PK. Visit
www.newworldrestaurantgroup.com for additional information.
SOURCE New World Restaurant Group, Inc.
/CONTACT: Susan Wong, +1-925-979-6016, or Meredith Stevens,
+1-303-292-6655, both for New World Restaurant Group, Inc./
/Web site: http://www.transfairusa.org /
/Web site: http://www.newworldrestaurantgroup.com /
CO: New World Restaurant Group, Inc.
IN: FOD OTC
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9292 02/27/2007 14:47 EST http://www.prnewswire.com