Café William unveils new line of ground coffees
Café William, a Quebec-based roaster, announced the launch of a new line of ground coffees available this spring in Metro grocery stores across Quebec
This expansion of the W Collection includes five new products — one espresso and four filter options — developed in response to increased demand from both consumers and retailers for accessible, high-quality coffee that does not require specialized equipment.
"Our goal is to make better coffee more accessible, without sacrificing quality or sustainability," said Rémi Tremblay, CEO of Café William. "This new ground line allows more people to enjoy coffee that is both great-tasting and environmentally responsible, even if they don't have a grinder at home."
These new ground coffees are Fairtrade-certified, organic, and roasted in Café William's facility in Sherbrooke, which houses the world's first fully-electric industrial roaster. Packaging has also been thoughtfully designed to minimize environmental impact.
"Fairtrade is about making a commitment to help build a better future - a future that is rooted in respect for people and the planet,'' said Julie Francoeur, executive director of Fairtrade Canada. "As one of the largest roasters of Fairtrade and Organic coffee in Canada and the U.S., Café William is leading by example and demonstrating that business can be both bold and deeply ethical."
A tasting tour across select Metro locations in Quebec and Ontario will accompany the launch, with additional retail expansion anticipated in the months ahead.
