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Tuesday, January 03, 2006

Civet Coffee - Best Marketing Campaign Ever ?

Civet Coffee or Kopi Luwak is sold for more than 300$ a Kilo making it one of the most expensive coffee beans in the world.
What's interesting (beside the price) is its method of preparation. Civets are cat-like animals living across southeast Asia that like to eat the best and ripest coffee berries. Enzymes in their digestive system break down the beans. Workers collect the "pre-processed" beans from the plantation floor after they've been "expelled" from the cats. They wash away the dung and roast them to produce the unique coffee.

300$ a kilo for "cat poop coffee" ? Praises for their PR guy... !


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