SHERBROOKE, QC, May 15, 2025 /CNW/ - Café William, a Quebec-based roaster recognized for its commitment to sustainable, Fairtrade-certified coffee, is proud to announce the launch of a new line of ground coffees. This expansion of the W Collection includes five new products — one espresso and four filter options — developed in response to increased demand from both consumers and retailers for accessible, high-quality coffee that does not require specialized equipment.
As more Canadians prioritize local and ethical sourcing, Café William continues to strengthen its commitment to responsible practices across all levels of its operations — from roasting and distribution to product innovation.
"Our goal is to make better coffee more accessible, without sacrificing quality or sustainability," said Rémi Tremblay, CEO of Café William. "This new ground line allows more people to enjoy coffee that is both great-tasting and environmentally responsible, even if they don't have a grinder at home."
These new ground coffees are Fairtrade-certified, organic, and roasted in Café William's energy-efficient facility in Sherbrooke, which houses the world's first fully electric industrial roaster. Packaging has also been thoughtfully designed to minimize environmental impact.
"Fairtrade is about making a commitment to help build a better future - a future that is rooted in respect for people and the planet,'' said Julie Francoeur, Executive Director of Fairtrade Canada. "As one of the largest roasters of Fairtrade and Organic coffee in Canada and the U.S., Café William is leading by example and demonstrating that business can be both bold and deeply ethical."
The new line will be available this spring in Metro grocery stores across Quebec. A tasting tour across select Metro locations in Quebec and Ontario will accompany the launch, with additional retail expansion anticipated in the months ahead.
About Café William
Founded in 1988 in Sherbrooke, Quebec, Café William is one of the largest importers of Fairtrade-certified coffee in Canada. The company's mission is to produce the most sustainable coffee in the world by integrating innovation, social responsibility, and exceptional quality. As a certified B Corp, Café William leads in sustainable practices across its operations, including sail-powered coffee transport, electric roasting, eco-conscious packaging, and ethical sourcing.
Key Information
Who – Café William, certified organic, Fairtrade, and B Corp–certified roaster based in Quebec
What – Launch of a new ground coffee line under the W Collection
Where – Available at Metro locations in Quebec and online at cafewilliam.com
When – As of May 15, 2025
SOURCE Café William
Media Contact: Audrée Marois, Marketing Director, [email protected] | 514-757-1743
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