Vancouver, BC (October 25, 2011) – Following up on the strong success of Level Ground Trading’s 2010 Complete Brand Redesign and Coffee Packaging overhaul, Subplot Design Inc. has redesigned Level Ground’s Organic Dried Fruit and Organic Cane Sugar Packaging, and has helped launch Level Ground’s first MicroLot offering. All products are on shelf today.


see images here


“Subplot’s 2010 packaging redesign has contributed amazingly to our success”, says Level Ground President, Hugo Ciro. “Sales are up 20% over the previous year, and we have signed many new retailers. We are obviously thrilled.”


The packaging platform extends the system created in 2010, with innovative kraft paper, vapour-barrier bags with resealable zips for freshness. The Dried fruit build on the coffee platform with full-colour fruit imagery, to help play up the extraordinary taste and freshness of the product itself. Clear bags for Cane Sugar allow the colour and texture of the sugar to shine through. And a new stamp graphic signifies the MicroLot system, with a revised design layout to help distinguish it from the line of regular coffees.


Level Ground Organic Dried Fruit 

This Direct Fair Trade and certified organic dried fruit features large, tender pieces and is delectably sweet and all-natural. Through Direct Fair Trade partnerships, farmers receive a fair price for each harvest. Fresh fruit is cut and dried by women living in Cazuca, Colombia, a refugee settlement on the outskirts of Bogotá, providing fair income, microcredit loans, education and health care opportunities for their families.


Level Ground Organic Cane Sugar

Organically grown by small-scale farmers in the rich, volcanic soils of Huila, Colombia, this unique cane sugar has been hand-processed in a cottage industry press. Farmers are paid fair prices for each harvest and income from processing stays in the local farming community. This unrefined, single-stream sugar maintains a delectable caramel sweetness that is a perfect match with coffee or baking recipes.


Level Ground Philippine MicroLot

Their first-ever shipment from Coffee for Peace in the Philippines, the initial harvest is from 30 farming families in Purok 8, Mt. Matutum on Mindanao. Farm elevations are between 800 and 1500 meters above sea level, and the lot is only 600kg (10 sacks of coffee).


All three product lines are available immediately in existing Level Ground accounts in BC and across Canada and the US. Find out where at


Level Ground Trading’s coffees can be found at leading Canadian retailers such as Save-on FoodsIGAThrifty Foods and Fairway Markets, as well as independent grocery stores and cafés and Ten Thousand Village locations across Canada and the U.S.



About Level Ground Trading

Based on Vancouver Island, Level Ground Trading has been trading fairly and directly with small-scale coffee farmers in five countries for over 12 years. Discover the full line of Level Ground coffee, dried tropical fruit, and natural cane sugar at



About Subplot Design Inc.

Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.