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Issue Date: Vol. 50, No. 5, May 2010, Posted On: 4/26/2010

Flavia Pacts To Add Milwaukee's Alterra Coffee To Single-Serve Line

Tim Sanford
Office coffee service, OCS, vending, vending machine business, Mars Drinks, Flavia, Flavia coffee system, coffee brewers, Alterra Coffee, Lincoln Fowler, Ward Fowler, Paul Miller

WEST CHESTER, PA -- Mars Drinks has announced an agreement with Alterra Coffee Roasters (Milwaukee) under which Mars acquires the global rights to use the Alterra brand.

Plans call for adding Alterra coffee to the Flavia single-serving system in the United States this fall, and offering it to Flavia customers in the United Kingdom, Japan, Germany and France in 2011.

Under the pact, Alterra founders Lincoln and Ward Fowler and Paul Miller retain the right to use the brand in their retail operations and wholesale coffee business in Wisconsin and Illinois.

Alterra was established in 1993 by three friends who, unable to find a strong, full-flavored cup of coffee, began roasting their own. The company currently maintains a roasting facility and operates nine cafés in the greater Milwaukee area.

"For nearly 20 years, Alterra has been a beloved coffee brand for folks in Milwaukee and throughout the Midwest," said founder Lincoln Fowler. "This collaboration with Mars Drinks will allow coffee lovers around the world to share our passion for a quality cup of coffee."

Launched in 1984, Mars Drinks' Flavia brew-by-pack system has a number of firsts to its credit. Since 1996, the company has placed nearly 200,000 beverage systems in homes and offices, with more than 2 billion drinks served nationwide.

Mars Inc. is a private, family-owned company founded in 1911. It currently employs more than 65,000 associates at more than 230 sites, including 135 factories, in 68 countries worldwide. Corporate headquarters are in McLean, VA.

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