Farm-to-table coffee tasting at Earth Fare Turkey Creek this weekend

Three generations of the Garcia coffee growers.

KNOXVILLE -- – This weekend you will have an opportunity to taste coffee brought in directly from the farm. On Friday and Saturday from 11am to 3pm at Earth Fare in Turkey Creek, farmer Alejandro Garcia will be on hand to present his coffee to consumers. One of the founders of THRIVE Farmers Coffee will also be there.

"We are excited about our partnership with Thrive because we're all about supporting the farmers. We love that you can look at the coffee bag and see who's growing the coffee and know you are directly supporting the farmer and their community. Not to mention that the quality of the coffee is amazing," says Christy Tenhoeff, Specialty Store manager. Customers will also have a chance to win a year's supply of free coffee and a grand prize of an Artisan Brew Package, including everything needed to brew the perfect cup of coffee.

Thrive Farmers is an innovative new coffee company that is changing the way coffee does business by connecting consumers directly with the farmer. Garcia knows first hand the challenges of growing coffee and it was through the struggle of saving his family's farm that he learned a new way of growing and selling coffee.

While coffee is the second most consumed beverage in the world, the typical farmer receives pennies per pound of their coffee's retail value – barely enough to live on. "Our goal is to provide consumers with hand-crafted specialty coffee directly from the farmer and to give farmers the opportunity to participate as true stakeholders in the product they produce," says Michael Jones, one of the founders and CEO. "We do that by cutting out the middleman, which yields upwards of 5 to 10 more than Fair Trade."

THRIVE Farmers grow, process and advance their coffee to market, without getting paid, just like at your local farmer's market. This returns sufficient income allowing for sustainable coffee farming. There are currently 425 farmers throughout 3 countries participating in the program. The goal is to represent every major coffee growing region in the world.

The coffee is currently being sold to specialty retailers, roasters, and coffee houses. Earth Fare, one of the largest natural food retailers in the nation with 28 stores in eight states, is the first major retailer to carry Thrive Farmers Coffee.

Published October 26, 2012