Update:
Officials of the Ironman Triathlon apologized to Kona coffee farmers and the Big Island community Wednesday for introducing a Guatemalan coffee as its official coffee.
The officials placed advertisements for Thursday editions of both Big Island daily newspapers and Honolulu’s two dailies, saying “our lapse in judgment was not malicious.”
“We truly hope that you are able to forgive us for our mistake,” the ad said.
It said Ironman coffee was removed from local retail locations and promotional activities for it would end.
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Just announced - the official Ironman coffee…
From the company’s website… Becoming an IRONMAN takes time, dedication to excellence, discipline and accepting nothing but the best from yourself. Those same characteristics go in to every bag of IRONMAN Organic Coffee. Only the best 100% certified organic, single origin beans are chosen for roasting. Our coffee roasters have spent 25 years perfecting the art of the dark roast. The result is a superbly dark, bold and satisfying coffee. We guarantee that every bag of our hand roasted coffee is packaged within hours of leaving the roaster.
Whether you are waking up for a 5 a.m. morning swim or getting yourself to work, rest assured that the Ironman coffee you are about to enjoy will deliver you to the finish line.
During Ford Ironman World Championship race week, Lava Java will be serving Ironman Organic Coffee as the featured “World Coffee”.
All of which begs the question…what do you think will be the next ‘branded’ product?
