Big news from last night...
http://www.jsonline.com/news/milwaukee/alterra-coffee-brewing-up-a-new-name-colectivo-b9963861z1-217325231.html
So if I read that correctly, they split with the Alterra brand because they sold it to Mars and want to continue the "local" company angle. That's actually a welcome move. I'd be more disappointed if they stayed with Mars and let them control the local branches...that said, I have a hard time with the new name...just doesn't say coffee to me...or Alterra...or local...or any of the things "Alterra" said to me.
It's really not that big of a deal and I don't think that, at any point, disliking the new name is going to stop me from going there if Alterra was my destination...it's just not a positive...I just think they could have done better.
But then again, maybe we'd simply hate anything other than "Alterra"...
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