Steve Aronson: Costa Rican coffee pioneer.(Cafe Britt S.A.)(Interview)

Tea & Coffee Trade Journal, June, 2003 by Luxner, Larry

For tourists visiting Costa Rica, taking Cafe Britt's famous coffee tour has practically become a rite of passage.

And no wonder, from the moment they arrive at San Jose Juan Santamaria International Airport until the moment they depart, the Cafe Britt brand name jumps out at them -- from duty-free shop displays, billboards placed strategically along the highway, and colorful tourist pamphlets distributed in their hotel rooms.

This is no accident.

Steve Aronson, president of Cafe Britt S.A., has worked hard to make sure his gourmet coffee is the best-known in Central America, so that Americans and Europeans will remember the brand and continue buying Cafe Britt via mail-order long after their Costa Rican vacation is over.

"I'm as...

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