Ken Lewis, chief marketing officer, Sun Coffee Roasters, Plainville

Sun Coffee Roasters bills itself as delivering premium branded and private label blends of organic fair trade coffee. What made Sun Coffee Roasters start a company in a down economy?

Even in a down economy there is opportunity.  As we began analysis of our business concept it became clear that the fair trade organic segment of the specialty coffee market was bucking the trend.  Over the last five years this segment has been growing a double digit rates in spite of the economic downturn.  Overall it is still a very small part of the market but the upside is substantial.  Our investors recognized that potential and backed our vision to become the preferred premium fair trade organic coffee roaster in the northeast.

Sun Coffee Roasters is “founded on the principals of social consciousness, environmental responsibility and great taste.” Is that a viable business plan? Can companies make money on those principles?

Unquestionably.  There is absolutely no reason that a company cannot be for profit and still live by a credo of social consciousness, environmental responsibility and great taste.  It requires careful planning, motivated and disciplined people, world class production capabilities and a commitment to stay true to the cause.  We may not become wealthy as quickly as more mercenary companies, but we can accomplish both if we stick to our principles.

One of the principles of your company is not to focus on retail and the general public. Why is that not a good market for organic coffee roasters?

This has changed.  Our products have been embraced by forward thinking retailers like Stop & Shop, Big Y, Highland Market, Geisslers and Whole Foods.  So we decided to give it a go even though the cost to enter this space can be high.  So far so good.  This does not change our overall strategy to also focus on the wholesale markets with a special emphasis on the collegiate marketplace.  The epicenter of the fair trade organic movement is in this important market and we want to engage the students, faculty, staff and alumni and promote our commitment to the fair trade organic movement.

Why is organic free trade segment enjoying double-digit growth at a time when the specialty coffee market as whole is relatively flat? Double-digit growth sounds good but not when you’re starting from a low position. Is the growth coming on already strong sales?

The organic fair trade movement has been gaining momentum for the last decade as consumers realize that the products that are available are of excellent quality and taste, yet only pennies more at the checkout line.  People understand much more about the importance of the movement to help impoverished farmers build a community that promotes health, education and the general welfare of their community while assuring that their farming techniques are sustainable.  Thousands of companies have committed to supporting the Fair Trade movement while protecting the environment.

Sun Coffee Roasters specializes in “eco-friendly roasting.” How is the roasting process bad for the environment in general?

The roasting process requires the use of natural gas.  During a roast a certain amount of waste by-product is created.  This is inevitable.  Our state-of-the-art roaster maximizes the use of natural gas and minimizes the waste.  The roasting process itself has a relatively low impact on the environment.  We are just trying to be as carbon neutral as possible.

You also offer single-origin products. What are those and why are they socially conscious?

A single origin is a specific crop of coffee from one farm very much like the wine business. Single origin coffee is very distinctive and often coffee lovers fall in love with a particular varietal.  They are only socially conscious when they are certified organic and fair trade.