We believe in pushing potential in every aspect of what we do—from employee development to coffee-buying relationships—and we believe improvement is a journey not a destination. We're proud of all of the coffees we sell and we want to celebrate their journey to higher quality and sustainability. With that in mind, we are making a change to Hologram that will impact its organic certification. Starting February 15th, 2016, we will be removing the USDA Certified Organic label from Hologram for all West Coast products. The label was removed from all East Coast products in early January.
Hologram is one of our most popular blends and the vast majority of coffees used in Hologram will still be certified organic, but we saw great potential in a few groups of growers that are not yet certified. To support these coffees, whose flavor profile will work well for Hologram, we are making the choice to remove the certification and work with these growers as they continue on their journey toward greater sustainability.
In summary, changing Hologram to conventional allows the inclusion of coffees that are making progress moving along the continuum towards greater sustainability and we are committed to helping them push their potential.
We understand that some of our customers will still want coffee that has reached the organic certification benchmark and we are committed to offering a large selection of certified organic year-round options that include Apollo, Fast Forward, and Forty Six in addition to the numerous single-origin organic offerings.