Business & Tech
Why Did Alterra Coffee Change Its Name?
The Alterra Coffee shops, including those in Shorewood and Bayshore Town Center, have a new name: Coletivo Coffee. What do customers think about the change?
In a story that even made the business section of The Washington Post, the owners of Alterra Coffee Roasters announced Monday they were changing the business' name to Colectivo Coffee.
That means the 13 cafes in the Milwaukee and Madison area — including shops at Bayshore Town Center and Oakland Avenue in Shorewood — have a new name, even though the Alterra signs are still hanging.
Perhaps more significant than changing the name after 20 years is that Alterra is ending its three-year relationship with Mars Inc. The national company will retain the name Alterra and still sell coffee under that name, while Colectivo will be owned and managed locally.
In this video, company co-founder and co-owner Lincoln Fowler talked to Patch Monday about the significance of the name Colectivo, while some customers shared their opinions of the change.
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