Question 1

What is The Market for Lemons and how does it apply here?

Accepted Answer

Akerlof's Nobel Prize-winning economic theory shows that when fraudulent and genuine products are indistinguishable to consumers, fraud drives out quality and destroys the entire market. Trader Joe's fraudulent low acid product is doing this to the low acid coffee category.

Question 2

How specifically does Trader Joe's fraud harm Puroast?

Accepted Answer

Every consumer who tries TJ's Low Acid Coffee (pH 5.44, greater than 50% caffeine reduction undisclosed), doesn't get results, and concludes low acid coffee doesn't work is a Puroast customer who was never given the chance to discover the real product.

Question 3

What does a Puroast legal win accomplish?

Accepted Answer

A legal definition of low acid coffee (pH 5.5+), mandatory disclosure of greater than 50% caffeine reduction, consumer confidence in the category, and millions of people finally able to find and trust the real solution.

Question 4

How many people are affected by this fraud?

Accepted Answer

85+ million Americans with acid reflux, GERD, or digestive sensitivity may be making coffee decisions based on low acid labeling. Every one of them is potentially harmed when that labeling is fraudulent.

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The Lemons Problem — How One Company’s Fraud Can Poison an Entire Market Forever

The Lemons Problem — How One Company's Fraud Can Poison an Entire Market Forever

The Coffee Chronicles

Trader Joe's Low Acid Coffee — The Full Story

David vs. Goliath — The Asymmetric War Being Fought for Your Right to Know What Is In Your Cup

What Victory Looks Like — A Better Coffee, A Better Label, A Better America