Califia extends coffee leadership: launches all-black RTD cold brew coffees, making sustainably-sourced, high quality coffee accessible to all; coffee guru Brian Lovejoy begins new direct trade coffee initiative and continues Califia’s ‘fourth wave’ coffee innovations
Los Angeles, CA – September 22, 2016 – Califia Farms today announced the launch of Black Label Cold Brew Coffees, a new line of ready-to-drink (RTD), all black, cold brew coffees. The new line of coffees stand out for their specially-roasted, complex, yet smooth drinkable flavor profiles; unique amber glass packaging; accessibility, and traceable sourcing that benefits grower, environment and consumer. Califia also announced that beverage innovator and former head of Verve Coffee Roasters’ RTD, Brian Lovejoy, has joined as General Manager of Coffee.
“We are extending our leadership in coffee with a new line of cold brew that builds on the momentum of our RTD portfolio, and brings Califia’s unique approach to the pure coffee category,” said Califia Farms CEO and Founder Greg Steltenpohl. “Positive disruption at the retail level is integral to every product we produce, as is our commitment to taste and sustainability. We believe that our new, on-the-go, fourth wave coffee products, developed with our new Califia Coffee Czar Brian Lovejoy, exceed expectations at all levels – especially when it comes to taste.”
Califia Farms, which is already the number one RTD coffee drink in the natural channel (and outpaces Starbucks in the specialty channel), is leading the way in bringing the fourth wave cold coffee craze to retail shelves. In June, the company launched the first, dairy-free Nitro Cold Brew latte (“one of the best nitro cold-brew offerings out there,” according to BevNet). And now, with Califia Black Label, the company continues its ‘Better Coffee for All’ mission, by making clear label, pure coffee alternatives to creamed and/or flavored and sugared bottled coffees, easily accessible.
“We believe ‘clear’ labels are what today’s consumers want. Which, to us, means transparency and quality at every level – from the ingredients list all the way to ethical and sustainable sourcing,” said Steltenpohl. “Our new coffees are at the ‘unsweetened’ sweet spot of the cold brew coffee craze – pure, smooth, unadulterated, and with a complexity that comes from our unique cold brewing process and access to high quality beans through our new direct trade initiative with growers in Latin America and Ethiopia.”
Califia’s proprietary cold brewing immersion process ensures that the coffee beans in its Black Label Cold Brews have greater contact with water, which imparts more flavor and freshness. Califia’s new direct trade initiative nurtures relationships with its farmers to not only encourage sustainable practices and confirm that they reap the benefits of their labor, but also to work hand-in-hand with them to ensure that beans are harvested when they are at the height of their flavor.
Califia Black Label Cold Brew Coffees utilize a light Scandinavian-style roast profile that is clean, and bright, with rich, complex notes and flavors. The coffees come in three flavors: Black Mocha, a full-bodied brew with balanced acidity and chocolate aromatics, and Signature Blend, with subtle aromatics and mild spice notes for depth and complexity, both of which are sourced from Colombia, Guatemala, and El Salvador; and, Single Origin, sourced from Ethiopia’s Yirgacheffe region, featuring delicate citrus, fruit and floral aromas.
The Black Label Cold Brew Coffees are packaged in eye-catching 10.5 oz amber glass bottles with convenient screw caps, rather than the crown caps found on most bottled coffees; and, like all Califia products, are completely vegan, dairy-free, GMO-free, soy-free and carrageenan-free. Currently available in select Whole Foods Markets, and at over 500 Target stores nationwide in October, Califia Black Label Cold Brew Coffees further extend the ‘Cold Brew Revolution,’ which has seen cold brew coffee increasingly adopted by consumers.
“Our mission is to capture exquisite quality and taste in a bottle – and to do it ethically, sustainably, and with an aesthetic that draws consumer eyes (and taste-buds) to the retail shelf,” said Lovejoy. “I’m excited to be part of the Califia team, whose flavor expertise, insight and instincts are truly amazing. Most of all, I’m dedicated to the company’s mission to bring consumers the best, most carefully and deliciously curated coffee they will ever have.”
Lovejoy brings 25 years of cutting-edge beverage experience to the Califia team. In addition to his leadership at Verve Coffee Roasters, Brian founded and ran several beverage companies, including Dr. Kefir's Sparkling Probiotic Beverages, KeVita Probiotic drinks, and Drinks that Work, Inc. A true beverage innovator, Lovejoy also worked with Steltenpohl for seven years as Odwalla’s VP of Marketing and Product Leadership.
Califia will be sampling its new Black Label Cold Brew Coffees at Natural Products Expo East, September 22 – 24, in Baltimore: booth #331.
About Califia Farms (pronounced “Cal-ah-FEE-yuh”)
Los Angeles-based Califia Farms creates delicious plant-powered foods to provide mindful nourishment. The company is leading the way in the plant-based food and beverage revolution, creating innovative, healthy and great-tasting premium beverages that make it easy for consumers to go ‘plant-powered’ and live dairy-free, without compromise. The company is also leading the way in democratizing America’s coffee cups by delivering the next wave of delicious coffee innovation to every consumer - Califia Cold Brew Coffee with Almondmilk already outsells Starbucks in the specialty channel and is the best-selling natural cold brew coffees in the natural channel.
Founded in 2010 by a farmer’s co-operative based in the San Joaquin Valley and headed by beverage visionary Greg Steltenpohl, Califia Farms is one of the fastest-growing natural beverage companies in the U.S. In 2015, Califia Farms was named “Brand of the Year” by BevNet, and a “Breakout Brand” by Beverage World.
Califia Farms Media Relations
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 Cold brew coffee has experienced dramatic growth (115%) in the past year with 24% of consumers reporting they are drinking it, according to Mintel. http://www.mintel.com/press-centre/food-and-drink/us-cold-brew-coffee-sales-grow-115-from-2014-2015