Westrock Coffee Acquires LA-Based Bixby Roasting Co.
Arkansas-based coffee giant Westrock Coffee Company has acquired California-based specialty coffee company Bixby Roasting Co.
The financial terms of the acquisition have not been disclosed, although the deal includes Bixby’s production roastery in Los Angeles.
Bixby co-founders Miles Fisher and Remington Hotchkis, who founded Bixby in 2017, will be joining Westrock’s senior management team, where Fisher will be senior vice president of sales and Hotchkis will be vice president of sales.
In an announcement of the acquisition, Westrock representatives identified Bixby as a “leader in the emerging influencer-led brand space.” The company has been a roasted coffee supplier to the venture-capital-backed Chamberlain Coffee brand, led by influencer celebrity Emma Chamberlain.
In addition to co-founding Bixby, Fisher has maintained a career in television and movie acting, including appearances in shows such as “Mad Men” and “2 Broke Girls,” and numerous appearances as a Tom Cruise lookalike.
“The emergence of influencer-led brands has created a new sales channel in the beverage business, and Bixby is at the forefront of its development,” Elizabeth McLaughlin, executive vice president of sales of Westrock Coffee, said in the announcement. “Miles and Remington bring a depth of knowledge on these emerging channels that we are adding to the Westrock Coffee portfolio, including the co-creation of new influencer brands that are particularly appealing to young consumers. We are excited to welcome them to the Westrock Coffee team and look forward to integrating their talents and ideas into our portfolio.”
Since acquiring North Carolina-based S&D Coffee & Tea for $405 million in 2020, Westrock Coffee has redefined its brand and is continuing to expand its physical operations through more than $100 million in facility investments.
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Source: Daily Coffee News