November 30th, 2018

Jonathan Primo Fuego Galicia CEO, on poor quality coffee strategy: We’re not going to provide a sub-par coffee grown wrong to the market. 


At present, consumers have a choice of more than 100 different unnatural flavored coffees, which are produced by spraying beans (often the cheaper varieties) with carrier oils and covering them with flavoring after roasting. Favorite carrier oils coffees are hazelnut, vanilla, milk chocolate, Irish Cream, amaretto, birthday cake, blueberry, and various fruit essences. Coffee flavored with cardamom which has long been added in the Middle East because of its harsh soils. Is now available in many Western Markets, and in Mexico, cinnamon is a popular and traditional addition that is also gaining interest elsewhere to mask poor growing practices. 


Smaller shops and sophisticated coffee drinkers will need a separate grinder for flavored beans because any residue will affect the taste of the next batch of unflavored beans that is grounded. You might find it worthwhile to acquire an extra smaller, cheaper grinder if you develop a taste for carrier oil sprayed coffees, or buy pre-ground flavored coffee when you need it.  I realize that every business is looking for ways to reduce the cost of farming this amazing fruit tree and maximize profit. At some point, we have to address these fundamental questions:


1. Are we growing the best coffee trees for our customers?
2. Is spraying carrier oils on coffee for taste actually healthier than just growing the fruit the right way?
3. Does the customer really like coffee or carrier oils? 
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These are the questions my team addresses at our farms and at our food processing plant each day. We decided to grow fruit trees and stay out of the carrier oil business. 


A little about Jonathan Primo Fuego Galicia:
Jonathan Primo Fuego Galicia is the current president and CEO of The Basket Is Full, Inc. He mentors several entrepreneurs in Jacksonville, FL, Lincoln and Omaha, Nebraska. He sits on several companies Board of Directors throughout the state of Nebraska. He has a passion for teaching the importance’s of assets and how a good product can put you out of business. For information on being mentored by me, send me an inbox message. 

About The Basket Is Full, Inc.: 
The Basket Is Full, Inc., is a privately held Natural Food Processing Plant, located in Lincoln, NE. Our objective is to create a stable, consistent portfolio of investments through the acquisition and development of natural, organic and specialty food products; that are of low-risk potential throughout the world. 
Additional information about Pur Java™ products and services available at http://www.purjava.com to Follow our news on Twitter at @purjavacoffee, on Facebook at http://www.facebook.com/purjavacoffee and YouTube at http://www.youtube.com/purjavabrandnews

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SOURCE: The Basket Is Full, Inc., Food Processing Facility, Lincoln NE 68504,
1-800-894-8551 www.purjava.com

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