coffee business strategies

By Associated Press

KAILUA-KONA (AP) – Growers of Kona coffee are upset over what they consider a snub by organizers of the annual Ironman triathlon this Saturday.

The championship run, swim and bike race held every year in Kona is marketing an Ironman Organic brand coffee, and it’s made from coffee beans grown in Guatemala.

Coffee growers up the Kona Coast note the community has been supporting Ironman since 1978.

An Ironman news release, which has since been withdrawn, says the new coffee brand was created by athletes who want to offer an ideal coffee.

Sotero Agoot, representing about 300 local growers, says Ironman can sponsor any coffee it wants, but if they want to boast about Guatemalan coffee, they should do it elsewhere.