AllegroCo

ffee

Company

•Fou

nded

in19

77inBo

ulde

r,CO

USA

•Started

asm

allregionalroaster

focusedon

organicandsingleorigin

coffees

•Purchased

byou

rlargestcustomer

Who

leFood

sMarketin19

97

•Who

leFood

sisthelargestN

atural

andOrganicgrocerystorechain

•Created

awho

lesale/retail

partne

rshipwith

shared

values

•StoresintheUS,Ca

nada,and

theUK

AllegroPu

rcha

ses

•In20

10wewillroastclose

to7

millionpo

unds

ofcoffee

•Thismakes

usasm

alltomed

ium

size

roasterintheU.S.

•Over50

%of

ourcoffees

arecertified

organic

•Wesource

greencoffee

from

23originsarou

ndtheworld

In2010,10%

ofou

rtotalgreen

coffee

purchaseswillbe

from

Nicaragua

AllegroSourcing

Mod

el

•Wehave

alwayslooked

toworkwith

grow

ersde

dicatedto

quality

,but

also

with

sincereen

vironm

enta

ndsocial

standards.

•How

ever

ourcustom

erswantthird

partyinsurancethat

theseaspe

ctsare

inplace.

•Partnered

with

RainforestAlliance

threeyearsagoto

providethis

supp

ort.

Allegroand

RainforestAlliance

•In2010

wewillpu

rchase

nearly

1.45

millionpo

unds

ofRA

coffee

from

9coun

tries

•Willbe

adding

RASumatra

toou

rlineup

forthefirsttim

e.

•Our

RAcertified

coffees

represen

t23%

ofou

rtotal

purchases

Allegropu

rchasesof

RainforestAlliance

coffeesby

coun

try

Nicaragua

andRA

•Forthe2010

harvestw

ewillbu

yatotalof6

25,000

poun

dsor

4000+sacksof

coffee

from

Nicaragua

•289,000po

unds

or46

%of

which

areRA

certified

•The

averageshop

perat

Who

leFood

sMarketsisbe

tter

educated

abou

tthe

prod

ucts

they

buy

•Moreandmorethey

demandtraceabilityof

theircoffee

andaguaranteethat

itis

sourcedfrom

farm

scommitted

tosoun

dsocialanden

vironm

entalpractices

•Transparencywillbe

akeypo

into

fdifferen

tiatio

nforroastersto

succeedinthefuture

•RAcertified

farm

sprovidetheleveloftransparencyne

eded

tosatisfycustom

erde

mand

•One

thingthat

isun

ique

abou

tWho

leFood

sMarketistheir“Who

leTrade”

seal

ofapprovallabe

l

•Guaranteesthat

aprod

uctw

iththislabe

lisof

thehighestq

ualityandhasbe

ensourced

inasustainablemanne

r.

•Thisisno

taselfcertificatio

nas

thesourcing

standardsmustb

ebacked

upby

athird

partyauditor.

•RainforestA

lliance

certificatio

nprovides

thissupp

ort.

•Allegroattributes

muchof

our

grow

thto

ourRA

certified

coffees

•RAcertificatio

nalso

provides

ameans

tocommun

icatethestories

ofthefarm

s.

•Itb

uildstrusta

ndloyalty

from

the

50,000

team

mem

bersat

Who

leFood

s.

•The

farm

storiesarethen

passed

onto

homeconsum

ersandbu

ildloyalty

andlong

term

sales.

•Intheserockyecon

omictim

esit

isevermoreim

portanttotellthe

storyof

thecoffee.

ElJaguar

LaBa

stilla

SelvaNegra

RainforestAlliance

farm

sinNicaragua

amod

elfortherestof

theworld

THANKYO

U