Don Francisco's Coffee Unveils Super Premium Family Reserve Coffees

LOS ANGELES, July 13 /PRNewswire/ -- F. Gavina & Sons, Inc. (Gavina), producers of Don Francisco's Coffee, one of the leading coffee retail brands in Southern California and among the top 10 nationally, today marked its entry into the burgeoning super premium coffee category with the introduction of the Don Francisco's Coffee Family Reserve line.  Available immediately in major Southern California grocery stores and online at www.don-francisco.com, Don Francisco's Coffee Family Reserve (Family Reserve) offers a variety of rich and flavorful whole bean and ground coffees in 10- and 12-ounce bags (SRP $7.99).

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According to the National Coffee Association of America (NCAA), consumers are not only maintaining their coffee drinking habits, but they're also demanding higher quality coffee, even in the face of economic challenges. In fact, the NCAA sites that "40% of the coffee consumed is now gourmet, as consumers favor the affordable luxury of coffee brewed from premium whole bean or ground varieties."

The Family Reserve line features six new ground coffees including:

• 100% Colombia Supremo Coffee - a medium roast with a hint of sweet citrus and a slight floral aroma
• French Roast Coffee - a bold smoky blend with a bittersweet flavor
• Kona Blend  Coffee - a medium body blend with a floral aroma and rich flavor
• Espresso - a bold roast with a heavy body and a hint of chocolate
• Sumatra  - a bold roast with a full body and creamy earthy notes
• Decaf 100% Colombian - a full-flavored decaffeinated medium roast coffee with a hint of sweet citrus and a slight floral aroma

"Family Reserve coffees represent the most pristine selection of 100% Arabica beans and have been custom roasted in small batches to deliver only the richest and most flavorful cup of coffee every time," said Jose Gavina, chief financial officer, F. Gavina & Sons, Inc.  "Aside from delivering a quality consumers can taste, we are confident that the introduction of Family Reserve will not only cement Don Francisco's Coffee's positioning as a preferred brand in Southern California but will also lay a foundation for expansion and growth in both the premium and super premium segments, both locally and at the national level."

Unmistakably the cornerstone of all Don Francisco's Coffees is the unmatched high standard of quality and consistency honed over four generations.  In addition to guaranteeing that at least one family member is always involved in the roasting process, all of Don Francisco's Coffees, including Family Reserve, are created under the supervision of six resident Q Graders (professionally accredited coffee cuppers who are exclusively certified by the Coffee Quality Institute®).   There are currently 872 licensed Q Graders worldwide and only 96 in the United States; Don Francisco's Coffee employs more Q Graders than any other coffee company in the United States.

Family Reserve coffees have already garnered industry accolades.  Kenneth Davids, editor of the independent Coffee Review, awarded Family Reserve's French Roast and Colombia Supremo coffees outstanding ratings of 89 on a 100-point scale, which are among the highest ratings bestowed upon any grocery brand coffee available in stores today. Davids also awarded the French Roast, Colombia Supremo, Kona Blend, House Blend and Sumatra coffees an average rating of 88.2, firmly cementing Don Francisco's Coffee Family Reserve's place in the super premium category.

Aside from a superior quality they can taste, coffee lovers will note a new logo and contemporary packaging, as well as the Don Francisco's family seal which dates back at least 130 years.  Homage to their heritage and a testament to a deep commitment to innovation and the highest quality standards, the introduction of Don Francisco's Coffee Family Reserve marks the first time ever that multiple generations of the family are depicted in any of their products.  

Additionally, these super premium versions of Don Francisco's Coffee favorites will now also be available in 10- and 12-ounce Family Reserve bags, including ground and whole bean varieties including:

• Ground: Breakfast Blend, House Blend, Hazelnut Cream, Decaf Vanilla Nut, and 100% Organic Mayan Blend
• Whole Bean: Colombia Supremo, Kona Blend, Moka Java, French Roast, Decaf 100% Colombian, French Vanilla, Hawaiian Hazelnut, Vanilla Nut, Cinnamon Hazelnut, Decaf Vanilla Nut, and Decaf Hawaiian Hazelnut.

Produced by F. Gavina & Sons, Inc. since 1967, Don Francisco's is the leading coffee retail brand in Southern California and ranks among the top 10 nationally.  Based in Vernon, California, F. Gavina & Sons, Inc., one of the largest family-owned coffee companies in America and the nation's largest privately held minority roaster, has been a leading producer of high-quality and great tasting coffee for more than four generations.  Spanning more than 130 years, dating back to the family's humble beginnings in the rich-coffee bearing soil of the Caribbean, the unmatched experience as coffee growers and roasters has paved the way for a strong presence in wholesale and retail accounts all across the country. To learn more about Don Francisco's Coffee and the Gavina family, please visit www.don-francisco.com.

SOURCE Don Francisco's Coffee Family Reserve