Press release -
New coffee from Löfbergs for equal value
A coffee for everyone. With the new Equality Light Roast, Löfbergs takes a stand for the equal value of all people. Löfbergs donates SEK 1 for every sold package to the Rainbow Fund, which works for a world where everyone is treated the same, no matter who you are or who you love.
- Equal value for all people is a given, and something that we are working actively with on a number of fronts. At the same time, it is something that we unfortunately need to remind each other of. That is why this cooperation feels especially valuable, says Lars Appelqvist, CEO at Löfbergs.
Equality Light Roast is a Limited Edition, and Löfbergs donates SEK 1 for every sold package to the Rainbow Fund to support their contribution to a world where all people have the same fundamental rights no matter their sexual orientation, gender identity or expression.
- That companies like Löfbergs want and dare to take a stand means a lot. It makes our work easier, and we are very happy that they are on board, says Kajsa Bergqvist, ambassador for the Rainbow Fund.
Takes a stand
In the last couple of years, Löfbergs has carried out a comprehensive environmental scanning to understand new driving forces and trends as well as what the society and customers will expect from companies and brands forward.
- Everything points towards more purpose and value driven companies that take a stand and want to change the world. It is a tough task and not something we can do by ourselves; the solution is to get people to meet and work towards common goals. It is something we always have had in us, but that we will be even more clear about in the future, says Lars Appelqvist.
For more information:
Anders Thorén, PR Manager, Löfbergs, +46 703 55 64 22, anders.thoren@lofbergs.se
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Löfbergs Equality Light Roast
A light roast, smooth ground coffee with notes of milk chocolate, almond and ripe fruit. The beans come from farms certified by Rainforest Alliance in Latin America and East Africa. Löfbergs donates SEK 1 for every sold package to the Rainbow Fund.
The Rainbow Fund
A Swedish foundation with the purpose to financially assist LGBT organisations throughout the world as well as individuals, especially in countries where LGBT persons are pursued and harassed by authorities, police and religious institutions.
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The coffee roaster Löfbergs is a Swedish Family Business founded in 1906. We are 350 coffee lovers operating in Northern Europe and Canada, sharing the passion for taste, trends and sustainability. We have a turnover of SEK 1.9 billion and is one of the world's largest purchasers of organic and Fairtrade-labeled coffee. Löfbergs is a part of the Löfbergs group who also owns the brands Crema, Green Cup, Kobbs, Percol, Peter Larsen Kaffe and SuperBonobo. Website
