Grumpy Mule coffee now available to foodservice

One of the most distinctive high-end retail coffee brands is being made available to the foodservice sector for the first time.

Grumpy Mule is the character brand created by Bolling Coffee of Yorkshire, which is its own right is a well-established roaster of coffee and a significant supplier to the café and coffee-house trades. The Grumpy Mule brand was launched to create an identity which would take Bolling into the deli and speciality foodstore sector, under a twin identity of quality high-end filter coffees and fully-traceable ethical sourcing. Bolling’s own buyers have been working for several years to build face-to-face relationships with individual farmers and co-operatives who supply their coffee.

The surprise move towards catering and foodservice was inspired by a clear quality demand from the sector, reports Bolling’s managing director Ian Balmforth.

“We have been supplying the catering trade for more than 30 years – but when we conducted research with our foodservice customers, we found that Grumpy Mule would be welcomed by a specific type of restaurant and café, where sourcing and traceability are crucial and integral features of the menu.

“We believe that the timing is right for a focus on filter coffee and the variety and choice it offers chefs and restaurateurs when designing their menus. In the recent past the focus has been on espresso-based drinks, but filter coffee has potential to become the latest trend. The public is familiar with the idea of selecting from a wine list, and we are set to show that a similar level of choice in coffee will add to diners’ enjoyment, and bring something new and exciting at the end of the meal.

“Grumpy Mule has won around ten Great taste awards in the last few years, and in 2009 we were the only filter coffee to get three gold stars. The retail sales have been through farm shops, delis, and the kind of department store where people are looking for ‘something more than the supermarket’. This is definitely not a supermarket product, and so we’re now bringing that very high-end retail coffee quality to foodservice.”

The new Grumpy Mule foodservice range will include six single estate Arabica coffees, 6 espresso blends and five ground coffees. This collection of fine coffees will offer a broad spectrum of characteristics from the vibrant fruity coffees typical of East Africa to the rich chocolatey notes found in Grumpy Mule’s bestselling Sumatran beans.

Grumpy Mule will be available in 500g bags of beans and a range of filter and bulk-brew pack sizes with comprehensive printed literature explaining the ethical, traceable and sustainable values of the brand. A part of the branding is that the drawings of village schools and the like on the pack labels were actually drawn by children in the communities supported by the Bolling company

Advertisements

%d bloggers like this: