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Mar 08, 22

Death Wish Coffee Co. launches limited edition blend to help consumers “Run the Day”

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Death Wish Coffee Co., the makers of the World’s Strongest Coffee, launched a new limited edition blend called, “Run the Day,” that combines Ethiopian Yirgacheffe coffee beans with Indian Robusta to create a first-of-its-kind, bold, complex, medium roast coffee.

Today marks the launch of the first-ever Grind for Good blend, which will support the Girls Gotta Run Foundation, a non-profit organization that empowers Ethiopian girls through the sport of running.

“When creating the roast curve for Run the Day, our focus was on finding the sweet spot, where both coffees shine — coming together to deliver a well-rounded, smooth, complex drinking experience,” said Mike Pilkington, CEO of Death Wish Coffee Co. “In doing so, we were able to preserve the complex sensory profile offered by the Ethiopia Yirgacheffe while adding body, deep coffee impact and that extra kick of caffeine with the Robusta. The marriage of these two coffees is truly one of a kind.”

Today, to celebrate International Women’s Day, Death Wish Coffee Co. announced they are sponsoring ten girls and their mothers in the Girls Gotta Run Foundation for the year. This sponsorship will directly support these families in several areas including educational scholarships, life skills training, run clubs for leadership development and savings and entrepreneurship workshops for the mothers of the girls.

The goal of Death Wish Coffee’s “Grind for Good” is to support organizations in coffee-growing regions around the world. Available for a limited time only, the Run the Day blend is 80 percent sourced from the Yirgacheffe growing region of Ethiopia, farmed just down the road from where Ethiopian Olympic hopefuls train. Fair Trade Certified by Fair Trade USA™ and USDA Certified Organic, this medium roast has a complex flavour profile featuring notes of candied citrus and dark chocolate.

“Our hope in launching Run the Day is to give back to a coffee growing community that heavily supports the coffee industry we so dearly love,” said Pilkington. “The Girls Gotta Run Foundation is doing incredible things for young girls in Ethiopia, and we are honoured to support and align with them for the launch of this initiative through our Run the Day blend.”

The special-edition Run the Day packaging was designed to mirror the bold colours of the Ethiopian flag and the traditional basket-weaving patterns that are often used to carry coffee cherries. It also features an upright lioness running forward, symbolizing the strength, courage and fearlessness embodied by the girls enrolled in the Girls Gotta Run program, who are working towards a better future for themselves and their families.

The launch of the Grind for Good Run the Day blend is the first blend of its kind from Death Wish Coffee, known for its highly caffeinated and bold roasts. Trademarked as the World’s Strongest Coffee, Death Wish Coffee is sourced from the highest-quality coffee beans in the world and roasted to deep, never-bitter perfection. The brand also boasts a Dark Roast, as well as a Medium Roast, which debuted in 2021, along with collectible mugs and merchandise.

For more information about Death Wish Coffee Co. and their Grind for Good, visit www.deathwishcoffee.com/runtheday.

For more information on Girls Gotta Run, visit https://www.girlsgottarun.org

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