July 30, 2013

Alterra signed away its name in 2010 pact with Mars

Although the change from Alterra Coffee Roasters to Colectivo Coffee has shocked some customers, it was all part of the plan when Alterra signed a deal with Mars Inc., representatives from both companies told The Business Journal Monday afternoon.

Milwaukee-based Alterra sold the rights to its name and brand to Mars Drinks, a division of Mars Inc., in 2010, but it retained ownership of its local operations. However, the agreement always called for the companies to part ways after a few years, saidâ;€¦;

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