Araku aroma set to waft across the skies

The aroma of Araku Coffee is all set to spread wider and into the skies soon!

Come February, the organic coffee grown in the tribal tracts of the Visakhapatnam Agency will figure in the list of announcements made in the SpiceJet flights bound for destinations in Andhra Pradesh.

Also, the coffee will be served to the passengers aboard the flights.

Speaking to The Hindu, Tourism Minister Bhuma Akhila Priya said the department came up with the novel way of promoting Araku Coffee and Araku Valley.

“SpiceJet has come forward to serve the organic brew to its passengers. In addition, the air hostesses would make special announcements on the brand and its significance. They would also say a few words about the coffee plantations in Araku Valley,” Ms. Akhila Priya said

Scratch cards

These apart, scratch cards would be given to every passenger.

And two lucky passengers, along with their families, would get free accommodation at Araku Valley for two nights and three days.

“It is expected that the new initiative would improve the footfalls at the tourist places located around Araku Valley,” the Minister said.

Ms. Akhila Priya said SpiceJet operates close to 36 flights per day to destinations such as Visakhapatnam, Rajamahendravaram, Vijayawada, and Tirupati.

‘Win-win situation’

The department would pay ₹1.5 crore to the airliner towards promotion of Araku Coffee for three months.

“It’s a win-win situation for the Tourism Department and SpiceJet,” she added.

Chief Minister N. Chandrababu Naidu had announced that he would be the brand ambassador for Araku Coffee.

In keeping with his word, Mr. Naidu had already started gifting packets of the coffee, instead of mementoes, to the delegates at important events.

The coffee, a product of the Girijan Cooperative Corporation (GCC), has become an instant hit ever since entering the market in February 2016.

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