Westrock Coffee Company has acquired US-based speciality-grade roaster Bixby Roasting.
In order to capitalise on shifting consumer consumption trends, the deal – which includes Bixby’s roasting facility in Los Angeles, California – will enhance Westrock Coffee’s omnichannel product marketing and development capabilities.
Founded in 2017, Bixby roasts and ships fresh premium coffee direct to consumers’ doors via its subscription service. Bixby is also known in the emerging influencer-led brand space.
Bixby co-founders, Miles Fisher and Remington Hotchkis, will both join the Westrock Coffee senior management team – Fisher will serve as senior vice president of sales while Hotchkis will be named vice president of sales.
Elizabeth McLaughlin, executive vice president of sales at Westrock Coffee, said: “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. 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.”
Fisher added: “Remington and I are thrilled to take our careers and company to the next level by joining forces with Westrock Coffee. [CEO and co-founder] Scott and his team continue to grow with their impressive customer base and look to serve their customers not only through traditional private brand offerings but also through the creation of products for specific customer segments and influencer-based brands.
“With the resources and momentum that Westrock Coffee brings, we are ready to get to work and fuel the product development and ecommerce offerings of the company.”
Terms of the transaction were not disclosed.
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