Coffee Holding Co., Inc. operates as an integrated wholesale coffee roaster and dealer in the United States. Products The company’s private label and branded coffee products are sold throughout the United States and Canada to supermarkets, wholesalers, and individually owned and multi-unit retail customers. Its unprocessed green coffee, which includes approximately 90 specialty coffee offerings, is sold to specialty gourmet roasters. Its products are delivered to its customers within 72 hours of roasting. Wholesale Green Coffee: The company sells green coffee beans to small roasters and coffee shop operators located throughout the United States and carry approximately 90 different varieties. Specialty green coffee beans are sold unroasted, direct from warehouses to small roasters and gourmet coffee shop operators, which then roast the beans themselves. The company sells from as little as one bag (132 pounds) to a full truckload (44,000 pounds) of specialty green coffee beans, depending on the size and need of the customer. Private Label Coffee: The company roasts, blends, packages, and sells coffee under private labels for companies throughout the United States and Canada. The company’s private label coffee is sold in cans, brick packages and instants in various sizes. As of October 31, 2014, the company supplied coffee under approximately 30 different labels to wholesalers and retailers. The company produces private label coffee for customers who desire to sell coffee under their own name but do not want to engage in the manufacturing process. Branded Coffee: The company roasts and blends its branded coffee according to its own recipes and packages the coffee at its facilities in La Junta, Colorado and Brecksville, Ohio. The company then sells the packaged coffee under its brand labels to supermarkets, wholesalers, and individually-owned stores throughout the United States. Brands and Trademarks The company holds trademarks for each of its proprietary name brands and has the exclusive right to use the S&W, IL CLASSICO brand names in the United States. Each of its name brands is directed at a particular segment of the coffee market. The company’s branded coffees are: Cafe Caribe, a specialty espresso coffee that targets espresso coffee drinkers and, in particular, the Hispanic consumer market; S&W, an upscale canned coffee that includes Premium, Premium Decaf, French Roast, Colombian, Colombian Decaf, Swiss Water Decaf, Kona, Mellow’d Roast and IL CLASSICO lines; Cafe Supremo is a specialty espresso that targets espresso drinkers of all backgrounds and tastes. It is designed to introduce coffee drinkers to the tastes of dark roasted coffee; Don Manuel is an upscale quality product which commands a substantial premium compared to the more traditional brown coffee blends; Fifth Avenue, a blended coffee that is an alternative for consumers who purchase private label or national branded coffee; Via Roma, an Italian espresso targeted at the more traditional espresso drinker; and Il CLASSICO, an S&W brand espresso product. Other Products The company also offers other products, including: trial-sized mini-brick coffee packages and specialty instant coffees. Strategy The company’s strategy includes the following: pursuing strategic acquisitions and alliances; growing the company’s Cafe Caribe and Cafe Supremo products; developing the company’s food service business; and expanding into China and other Pacific Rim Countries. Sales and Marketing The company markets its private label and wholesale coffee through trade shows, industry publications, face-to-face contact, and through the use of its internal sales force and non-exclusive independent food and beverage sales brokers. The company also uses its Website (www.coffeeholding.com) as a method of marketing its coffee products. Customers The company sells its private label and its branded coffee to retail and wholesale customers in the United States. The company sells wholesale green coffee to Green Mountain Coffee Roasters (GMCR). Sales to GMCR accounted for approximately $62 million or 60% of its net sales, as of October 31, 2014. Competition Private Label Competition: The company’s main competitor is the former retail coffee division of Sara Lee Corporation, which was purchased by Segafredo Zanetti Group, and is known as Massimo Zanetti Beverage. History Coffee Holding Co., Inc. was founded in 1971.
coffee holding co inc
(JVA:Consolidated Issue listed on NASDAQ Capital Market)
3475 Victory Boulevard
Staten Island, NY 10314
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