US

According to the North American Organic Coffee Industry Survey, organic coffee imports to North America rose 12% year-on-year in 2008, thanks largely to consumer health-consciousness.

A total of 89 million pounds of organic coffee worth US$1.3 billion found its way into the region according to consultant Daniele Giovannucci.

"We were looking for a potential disaster. These certified coffees, like organic and fair trade and such are higher-priced typically," said Giovannucci. "So, in a recession, what would you think would happen? Much to our surprise, quite the opposite happens."

Organic coffee accounted for one-third of all US organic beverage sales, according to the survey.

"People relate to organics and certified foods as being safer," said Giovannucci. "People will give up other things, or may trade down from best quality to medium quality, but there is certainly a strong loyalty to certification."

Fair Trade and other specialist segments also posted modest growth in the same period, according to Giovannucci.