Crystal Rock Holdings, Inc. engages in the production, marketing and distribution of bottled water under the Crystal Rock and Vermont Pure brands. The company also engages in the distribution of coffee, including its Cool Beans brand; ancillary products and other office refreshment products; and office products under the Crystal Rock Office brand. The company operates primarily as a distribution business to homes and offices, using its own trucks for distribution throughout New England, New York, and New Jersey. To a lesser extent, the company distributes its products through third party distributors and directly through vending machines. Products Water, Coffee, and Refreshment and Ancillary Equipment The company sells its Crystal Rock and Vermont Pure water brands in 3- and 5-gallon bottles to homes and offices throughout New England, New York, and New Jersey. In general, Crystal Rock is distributed in southern New England and New York, while Vermont Pure is primarily distributed throughout northern New England and secondarily in southern New England and New York. The company rents and sells water coolers to customers to dispense bottled water. The company’s coolers are available in various consumer preferences, such as cold, or hot and cold, dispensing units. In addition, the company rents and sells units to commercial accounts that filter water from the existing source on site. The company also rents and sells coffee brewing equipment and distributes various coffee, tea and other hot beverage products and related supplies, as well as other consumable products used around the office. The company offers vending services in some locations. The company owns the Cool Beans brand of coffee, which the company distributes throughout its market area. In addition to Cool Beans, the company sells other brands of coffee, including Baronet and Keurig Green Mountain. Office Products Line The company distributes office products under the Crystal Rock Office brand. The company primarily purchases office products from large national vendors, such as S. P. Richards. Marketing and Sales of Branded Products Crystal Rock products are marketed and distributed under four house brands, such as Crystal Rock Waters, Vermont Pure Natural Spring Water, Cool Beans Coffee, and Crystal Rock Office. The company’s coffee line includes approximately 70 varieties in different types of packaging. Additionally, the company re-sells other coffee and tea selections. The company’s office products line features approximately 40,000 products, including supplies, equipment, and furniture, targeted for small and medium-sized business. Distribution The company sells and delivers products directly to its customers using its own employees and route delivery trucks. The company also distributes dispensing equipment; various coffee, tea and other refreshment products; and related supplies. The company receives office supplies, equipment, and furniture on a ‘just-in-time’ basis from its vendors at its distribution locations. The company ships between its production and distribution sites using both its own and contracted carriers. Suppliers The company’s principal coffee suppliers are Keurig Green Mountain, Inc. and Baronet Coffee. The company’s principal bottle supplier is Parker Plastics. Strategy The company’s strategy contemplated improving its business by a combination of making small acquisitions and improving its information technology infrastructure in order to facilitate online sales. Seasonality The company’s business is seasonal. The period from June to September, when the company has its highest water sales, represents the peak period for sales and revenues due to increased consumption of cold beverages during the summer months in its core Northeastern United States market. Conversely, coffee has a peak sales period from November to March. Sales of office products and supplies would fluctuate during the year. Trademarks The company owns the trade names of the principal water brands that the company sells, Vermont Pure Natural Spring Water and Crystal Rock. The company also owns the Cool Beans coffee brand and Crystal Rock Office products brand; and owns or has rights to other trade names that are not a significant part of the company’s business. The company’s trademarks and label designs are, in general, registered with the United States Patent and Trademark Office. Government Regulation The company’s bottled water must meet the Federal Food and Drug Administration (FDA) requirements of safety for human consumption, of processing and distribution under sanitary conditions and of production in accordance with the FDA ‘good manufacturing practices’. The company is subject to the food labeling regulations required by the Nutritional Labeling and Education Act of 1990. The company is subject to periodic, unannounced inspections by the FDA. Upon inspection, the company must be in compliance with all aspects of the quality standards and good manufacturing practices for bottled water, the Fair Packaging and Labeling Act, and all other applicable regulations that are incorporated in the FDA quality standards. The company’s plants and distribution locations are registered with the FDA under the Public Health Security and Bioterrorism Preparedness and Response Act of 2002. Competition The company’s principal competitors are Nestlé Waters North America and others. History Crystal Rock Holdings, Inc. was founded in 1989. The company was incorporated in Delaware in 1990.
crystal rock holdings inc
1050 Buckingham Street
Watertown, CT 06795
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