Launch of new grocery store brand called “Stellar Coffee House”
As consumers continue to become more savvy about coffee quality and freshness, they’re raising the bar on what they expect grocers to offer on their shelves. According to Liz Roquet of Lizzy’s Fresh Coffee, “Nationwide, the grocery store has typically been a place where coffee goes to age. Shelves of bags with expiration dates months and months away are the status quo, and roasting dates are seldom, if ever, communicated to the consumer.”
What ends up happening, according to Roquet, is customers pay top quality prices for coffees that have already become old, and are disappointed again and again by what they’ve purchased to consume at home. Coffee consumers have evolved to a place where they’re demanding better.
Those who break the habit of disappointment over purchasing stale, rancid, or tasteless coffee have sought out small micro roasters away from the store shelves, like Lizzy’s Fresh Coffee, who roast coffee fresh to every order. This requires a little effort on the part of the consumer, but guarantees that the coffee they’ve purchased is fresh. For many, the extra effort is worth what they get to enjoy in their morning cup.
For some, however, the added effort just can’t find a way into their busy schedules. Seeing the need for a better choice and convenience at the store, Lizzy’s Fresh Coffee decided to launch a grocery store specific brand called Stellar Coffee House.
One might ask why not simply sell Lizzy’s on the store shelf?
“It’s not that simple,” says Roquet. “Our Lizzy’s brand stands for freshly roasted coffee, period. Coffee is roasted to order, and every customer can expect their coffee to be the freshest possible.” She goes on to say that selling on the grocery shelves is a much more tricky undertaking….because consumption rates can’t be guessed on a daily basis. Roquet says "we want to be sure that when people select the Lizzy’s brand they were getting a specific freshness promise, and that just can't be executed within a grocery environment."
“The goal with Stellar Coffee House is to bridge the gap between typically grocery freshness, and direct-from-the-roaster freshness, so we committed ourselves to a 4 week freshness guarantee on everything available on the store shelves. Depending on the store, few if any coffee brands commit to this level of freshness, so we know we’re offering something very unique. We’re thrilled to bring coffee lovers a better choice, while still providing the convenience they demand.
Stellar Coffee House coffees can currently be found at Albertsons in Hailey. Every bag clearly displays the roasted-on date, and 4 different coffees are offered to suit the taste and brewing styles of different pallets. In addition, the offering also includes several Certified Organic and Certified Fair Trade coffees.
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Lizzy’s Fresh Coffee was founded in 2008 to provide coffee lovers with a freshly roasted coffee experience. Top quality Specialty Grade coffees are attentively roasted to order, and Certified Organic & Fair Trade choices are included in the offerings. Every month the coffees feature customers’ fun and sometimes cheeky snapshots on the labels and anyone can upload their own picture to create a customized coffee label for their favorite blend; to drink at home or share as a gift.
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