In 2008 Kenco Coffee introduced a new television advertising campaign. The old ads concentrated on the quality and taste of the product. The new ads for the Kenco Sustainable Development coffee range show the company helping coffee growers and their farming communities in developing countries with social, economic, and environmental projects. Check their website: www.kencocoffeecompany.co.uk . Go to ‘about us’, and then ‘our approach to sustainability’. Is this a genuine contribution to economic growth and sustainability or a marketing tactic to persuade you to buy their coffee?