Unmasking the Truth: Major Brands Settle in Kona Coffee Misrepresentation Case
5 min read
For those who appreciate the unique flavor profile of Kona coffee, recent developments in a class-action lawsuit filed by Kona Coffee farmers against several companies for misrepresentation will be of interest. The lawsuit has led to preliminary settlements with a number of companies, including Kroger, Safeway/Albertsons, and Hawaiian Isles Kona Coffee Company, resulting in over $21 million in relief.
The Kona Coffee Controversy: A Blend of Truth and Deception
Kona coffee, grown on the slopes of Mauna Loa in Hawaii, is renowned for its rich flavor and high quality. However, it has long been a concern that some companies have been selling coffee labeled as Kona that contains as little as 10% of the actual Kona bean. Some have even sold coffee labeled as Kona that may not contain any Kona coffee at all.
The lawsuit, filed four years ago, has led to significant changes in the labeling, marketing, and sale of products named Kona. The latest settlement has seen L&K Coffee/Magnum Coffee Roastery agree to an additional $6.15 million settlement in the US District Court, marking the 12th settlement in this landmark lawsuit.
The Science of Authenticity: Laboratory Testing Reveals the Truth
The lawsuit was bolstered by laboratory testing of 19 coffees sold as Kona coffee, which revealed little to no coffee in the products that originated from Kona. This led to the invocation of the Lanham Act, an 80-year-old trademark act that protects consumers from “false designation of origin.”
The original motion stated, “Even though only 2.7 million pounds of authentic green Kona coffee is grown annually, over 20 million pounds of coffee labeled as ‘Kona’ is sold at retail. That is physically impossible; someone is lying about the contents of their ‘Kona’ products.”
The Aftermath: Changes in Labeling and Marketing
As a result of the lawsuit, companies are now required to show the actual percentage of Kona-product coffee on any product that has Kona labeling. This is a significant step towards transparency and consumer protection.
In addition, Hawaiian Isles Coffee Co., a Honolulu-based company, agreed to an $800,000 settlement and was required to remove the word Kona from its company name and to inform its customers about the difference between Kona blend and 100% Kona coffees.
The Future of Kona Coffee: A Call for Authenticity
The Kona coffee misrepresentation case serves as a reminder of the importance of authenticity and transparency in the coffee industry. As consumers, we must be vigilant and informed about the products we purchase. As coffee lovers, we have the opportunity to support genuine Kona coffee farmers by seeking out and purchasing 100% Kona coffee. The unique flavor and quality of true Kona coffee are worth it.
The Ripple Effect: Settlements and Their Impact
The settlements reached in this case have had a significant impact on the coffee industry. Gold Coffee Roasters of Florida agreed to a $6.1 million payment, and Cameron’s Coffee/Boyer’s Coffee Company settled for $4.9 million. These settlements not only provide financial relief but also send a strong message about the importance of authenticity in the coffee industry.
However, the case is not yet fully resolved. It is believed that only two remaining defendants exist: Muldavi Corp, a Hawaii company selling Kona-labeled coffees, and Hawaii’s ABC stores, Muldavi’s primary retail outlet. The outcome of these remaining cases will be closely watched by industry observers and coffee lovers alike.
The Value of Hawaii’s Coffee Industry
Hawaii’s coffee industry, valued at over $50 million per year, is made up of nearly 1,000 coffee farms across all the islands. Despite representing less than 0.5% of worldwide coffee production, Hawaii coffee, especially Kona and Kau, are considered premium, value-added coffees. The cost structure in Hawaii means coffee farming can’t compete with Central America or Africa on price, but the unique flavors and high quality of Hawaii’s coffee make it a sought-after product for coffee connoisseurs.
A Call to Coffee Lovers: Support Authentic Kona Coffee
If you’re a coffee aficionado, the name Kona is more than just a label. It represents a unique, world-class coffee experience that is worth seeking out. When you choose authentic Kona coffee, you’re not only treating yourself to a premium product, but you’re also supporting the local farmers who work hard to maintain the high standards associated with Kona coffee. So, the next time you’re shopping for coffee, remember the value of authenticity and consider choosing 100% Kona coffee.
