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If you are not aware, Gevalia is based in Sweden, and has been owned by Kraft for many years. And Gevalia has been sponsoring the competition for (I believe) 7 years now. It is really nice to see a larger coffee company promoting small farms and quality coffee. Of course, they gain great press from it ... but do you see Big Green sponsoring quality competitions? Here you see 2 of the NY-based Kraft people, who were there for hands-on help with the cupping (tabulating the numbers, sorting samples, etc etc. At the computer is Jim Meinhold and with his back to the camera is Jim Cecere from Kraft.