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Show E4 BUSINESS Sunday Cultivating Coffee Drinkers In a process called “cupping,” employees slurp coffee made from beans around the world,then spit into a large metal spittoon. A sample from every shipmentof Folgers beansis P&G wants next generation to all have Folgers in their cups freshly ground coffee. After losing battle for the °&G's der thirsts of an entire of soft-drink lo ts next generation al cutback it food-and-be 7 t, th menaker of ieee ind M Istone ules of the brands by concentrating or consumers in their 20s and srans who have been drink ing coffee for years Plans include new flavored versions of the mainstream leer: coffee and nev ng for its gourmet-brand si Millstone, brand market in 1 Gamble Co. wants Despite oldest than | said Mike trademark , president of global bever s at Cincinnati-based P&G. We lost neration to soft drink Griffith said. “It was brilliant marketing by soft drinks But it's all about wth, and we thinkthere are ubstantial srowth opportuni ties out there. Fora decade, some investors have been urging P&G to exit the food and beverage business and was sold f P&G'S old America red can as nly ar n one of brar North Millstone, which P&G ac quired in 1995, has reached $175 million ales. is the com ntrance into the trendy world of gourmet coffee a market gr z at close to 10 percent a year Together, Grif even », on the the brands make P&G the U.S. leader in coffee, with a marketshare of about 34 t over the last year, ac rket-watcher In formation Resources Ine. (IRI). lhe IRI numbers do not include Wal-Mart Store The basis is >is imple: You ee are drinking more coffee. Ac: cording to P&G, consumption by those aged 20-24 increased 78 percent from 1995 to 2002, and E nati went training mployees in Cincin through 18 months of learn howto test offee for acidity, aroma The body and harvested mostly by hand Asia, tested this way in Africa and Latin America, and then shipped to New Orleans, where P&G's roasting plants are lo ated. Procter buys about 5 million 132-pound bagsof coffee beans per year more t lifferent types of coffee from more than 30 countries, said Greg White. director of green coffee. og Ruffing/ Gannett News Service » specifics for the two sources at prices that can change up to 20 cents per pound the brands are diffe ant Millstone beans generally are Salt Lake consumption in the 25-29 age bracket jumped 24 percent company moved in that direc: tion earlier this year by shed ding Jif and Crisco. But it i That provides an opportu: nity that trend-conscious P&G It's everybody's business is determined to exploit. For 100th Anniversary trying to use its strengths in consumer research and global sourcingto keep competitive ir the coffee business Folgers provides a substan. tial base. The brand, a market ler among mainstream cof fees, is one of P&G's billion dollar brands and produces a bulk of the food and beverage unit's profits, which totaled $384 million in the just- com pletedfiscal year the ba it will be expanding of consumers who drink 85 million cups of the coffee every morning. For Millstone, it is a matter of mar. rying P&G's consumer re. search with the still-strong trend toward gourmet coffee. Procter’s coffee operation in a single day. P&G generally es on the changes in raw pai coffee costs to the consumer. ‘As the market moves, we obviously are trying to get the best value we can,” Whitesaid But the first thing we care about is good taste. We will make it taste that way, no mat ter what it costs. Be part of the legacy. A con The to concentrate onits core umer products markets. and more expensive bigger and fourtraders in Cincinnati buy beans from different New Orleans, while a group in Cincinnati tests the beans harvestedfor Millstone. amper special section OnThursday, Sept. 12, Salt Lake Tribune and Deseret News readers an astounding 321,440 adults* — will s e the Salt Lake Chamber's 100th Anniversary special section. The 1,800-member Chamber has been instrumental in manyof the community's great milestones, including the formation of UTA and bringing the Utah Jazz and the Olympic Winter Gamesto the state. This is your opportuni ty to applaud these achievements. Place an adin the special section, and show thousands of potential customers your community support. Don't miss the chance to be part of this once-in-a-lifetime, centennial event! *Source: Belden continuing market study, 2001 Deadlines Reserve your ad space today. 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