Westrock and S&D Unify and Refresh Brand Under Westrock Coffee Name
Arkansas-based Westrock Coffee Company and North Carolina-based subsidiary S&D Coffee & Tea have unveiled a unified brand under the name Westrock Coffee.
“As we look to introduce our organization to more and more customers around the world, we realize a greater opportunity to accelerate our mission as one,” Westrock Coffee CEO and Co-Founder Scott Ford said in an announcement of the brand relaunch today. “And the need for brand continuity is paramount to our success.”
Based in Little Rock, Westrock Coffee acquired Concord, North Carolina-based S&D Coffee & Tea in January 2020 for $405 million, just prior to the onset of the COVID-19 pandemic that was cited as the cause for mass layoffs at S&D in April of 2020.
Combined, the companies offer a range of business-to-business services in the coffee and foodservice industries, including private-label roasting, packaging, tea supply, extracts manufacturing and development, convenience store supply and restaurant supply.
Last August, the combined companies announced the launch of a shared financial services unit to be based in North Carolina, and last December, the companies announced approximately $100 million worth of forthcoming manufacturing facility expansions in Arkansas, North Carolina and Malaysia.
The modernized Westrock Coffee logo offers an update to the brand’s elephant head drawing, while breaking the name out of its previous container and removing the word “Company.” The logo will begin appearing on building signage, fleet branding and online at the company’s new website.
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Nick Brown is the editor of Daily Coffee News by Roast Magazine.
Source: Daily Coffee News