We are extremely proud to announce that we’ve teamed up with Mars Drinks to share the Alterra brand with coffee drinkers throughout the U.S. and abroad. Mars traveled the globe looking for a great cup of coffee…and they found it right here in Milwaukee. Mars has purchased the global rights to the Alterra brand so that it can become a key part of Mars’ FLAVIA single-serve coffee, tea and cocoa system. However, we retain the rights to use the Alterra brand locally in Wisconsin and Illinois. Mars has seen what makes Alterra special - our commitment to quality backed up by 17 years experience as a specialty coffee roaster - and selected us to bring a piece of the Midwest to the rest of the world.
Our homegrown roasting operation, cafes and bakery will all remain local and independently owned. This new relationship will allow us to grow and improve what we do here in our own backyard. Our cafes, bakery, employees and drinks will remain the same and we look forward to serving Milwaukee and its neighbors even better in the years to come!
Q&A
Will this partnership change my Alterra café experience here in Milwaukee?
Not at all! Alterra Coffee will remain an independent, locally owned company with the same great people, drinks, food, 
products and service on which we’ve built our business. We will continue to operate our cafes and roasting facility just as we have for the last 17 years.
If the cafes aren’t changing, then what is?
For our loyal café customers in Milwaukee and its surrounding areas, nothing will change. This relationship just means that many of the things that you love about the Alterra brand will be brought to the rest of the world via Mars Drinks.
Where and how will Alterra Coffee be available that it wasn’t before?
Mars Drinks will make Alterra coffee available to the world through Mars’ single-serve coffee platform. However, we retain the right to use the Alterra brand in our retail and wholesale coffee operations in Wisconsin and Illinois. Mars Drinks customers will begin enjoying Alterra coffee in the US this fall and in the UK, Japan, Germany and France in 2011. This is a great opportunity to take a beloved Milwaukee brand and share it with the world.
Can you tell me a little more about Mars?
Mars is a privately held, family-owned company of global scope with a variety of business segments, among them, Mars Drinks. Our agreement with Mars is unique in that we have not sold Alterra as a company, just the use of our brand in improving the coffee experience for FLAVIA customers.
Will there be any changes to the Alterra staff?
There will be no changes in ownership and our staff will be identical with no management or structural changes on any level - café, warehouse, office, bakery/commissary, or roastery. Our Green Coffee Buyer, George, will still select exceptional coffees and Roscoe and the gang will roast the beans. If you call our offices, Jesse, Sarah, Wendy and Jeff will be there to greet you and answer your questions!
As we develop and grow in our new relationship with Mars we will be sure to keep everyone informed on how we’re doing and, once again, we look forward to continuing to serve our community with the same strength, consistency and quality that you’ve come to enjoy in the past 17 years.
Thanks,
All of us at Alterra Coffee
