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Salton in Joint Venture to Develop Single-Serve Coffee Maker
Feb 20, 2004
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Small appliance maker Salton, Inc., Italian manufacturer Rossi Corporation SRL, and the Colombian Coffee Federation, the non-profit organization behind the Juan Valdez brand, announced that they have entered into a joint venture to produce a cup-by-cup home coffee maker featuring specialty Colombian coffees.

The new Salton coffee system will feature single-serve pods of Colombian specialty coffee and technology developed by Rossi, a manufacturer of pod-making equipment and commercial espresso machines. Salton will market and distribute the Colombian Coffee pods and the new coffee maker in the U.S. and major global markets, adding to its existing coffee maker brands, which include Melitta in North America and Russell Hobbs internationally.

"The strength of the Juan Valdez brand, known for high-quality coffee, provides an excellent platform for the launch and global marketing of the new system," said Leonhard Dreimann, Salton's CEO. "Salton was the first to identify the market potential for a cup-by-cup home coffee maker in North America and has already established a U.S. presence in the category through our relationship with Melitta. Our new partnership with the Colombian Coffee Federation will now allow us to offer consumers a unique tree to cup experience, and a wider choice of quality coffees."

The new cup-by-cup system, which will be available nationwide this fall at leading specialty houseware stores, department stores, and mass merchandisers, as well as online, will allow consumers to expertly brew a single serving of fresh specialty coffee from Colombia's various coffee growing regions.

"Consumers everywhere are increasingly demanding better-quality coffee, in coffee shops and in their own kitchens," commented Gabriel Silva, the Colombian Coffee Federation's CEO. "Now, the best of Colombian coffee will be available to consumers in the convenience of a pod, enabling them to brew a perfect tasting cup of coffee in their homes."

Mr. Silva added: "Producing countries, such as Colombia, need to find creative ways to increase quality coffee consumption and ensure that coffee growers receive a fair income. The new premium pod line and coffee maker will help us do just that by working with a recognized leader in building highly successful consumer brands in the U.S. and around the world."

The partnership structure will make possible complete control over the quality of the coffee and of the production process, spanning cultivation, blending, roasting, packaging, distribution, and quality brewing right in the cup. The joint venture says this will enable them to offer consumers a unique tree-to-cup coffee experience at a competitive price.

In addition, the companies claim that sales of the Colombian coffee pods will enable coffee growers to benefit from a more sustainable price for the coffee they grow, as the profits from the sale of Colombian Coffee are returned to the more than 560,000 Colombian Coffee growers and their families.

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