Trader Joe's Sued For False Advertising Over 'Low-Acid' Coffee – CoffeeTalk

High Point-based coffee company Puroast is suing Trader Joe’s over false advertising of a product similar to what they sell. Puroast filed the lawsuit in Florida federal court, where they are incorporated, claiming that Trader Joe’s is falsely advertising low-acid coffee, which they say is not low acidity but is less caffeinated than normal coffee, which they don’t acknowledge in the marketing. The complaint defines “low-acid coffee” as coffee that has a pH level above 5.5 or at least 50% less acid than regular coffee without additives or treatments. Puroast has its own proprietary roasting methods to minimize the acidity, and the complaint states that Puroast’s coffee retains its full flavor and caffeine content.

The lawsuit accuses Trader Joe’s of chasing the low-acid coffee trend by offering low acid coffee that has been steamed to reduce acidity. The steaming process reduces the potency of the coffee, essentially watering it down, and greatly reducing its caffeine content. The lawsuit continues that Trader Joe’s has made false and/or misleading statements (representing decaf or half caff coffee as regular low-acid coffee) to capitalize on several consumer trends without making the investment or changes needed to produce authentic low-acid coffee. Puroast believes that this false and misleading advertising harms them, impacting the market for low-acid coffee, and is requesting that the monetary amount of damages be determined at trial.

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