The Hoffmann Family of Companies, a multi-vertical family-owned company with more than 90 brands, through a new subsidiary of Stan’s Coffee and Food Service, has signed a definitive agreement with The J.M. Smucker Co. to exclusively service and expand Rowland Coffee Roasters’ more than 1,400 current direct store delivery (DSD) clients in the state of Florida for an initial term of 10 years. The agreement includes the physical assets of the Rowland Coffee Roasters’ DSD business, the management of sales of the Café Bustelo® and Pilon® brands for DSD customers in the Florida market and the transition of employees to Hoffmann.
Purchased in 2011 by The J.M. Smucker Co., the Rowland Coffee Roasters business dates back to 1865 and is the producer of leading Latin coffee brands Café Bustelo and Pilon coffee, which are currently available in retail stores nationwide and in DSD channels in Florida. This agreement seeks to expand the DSD whole bean offering to additional locations throughout Florida.
“Stan’s Coffee and Food Service offers locally roasted coffee, paper goods, and dry food products throughout the state of Florida, including restaurants, large country clubs, resorts, health care and offices. The addition of offering Café Bustelo and Pilon coffee will further expand access for consumers to these outstanding brands,” said Bob Payne, President Stan’s Coffee and Food Services.
The exclusive agreement with the Hoffmann Family of Companies will be an exciting expansion, exposing the brands to more direct store customers and clients. Café Bustelo, ranked a top-10 coffee brand and a leading espresso brand in the U.S., and Pilon coffee, are part of the ever-growing Latin market, which currently makes up nearly a fifth of the U.S. consumer market.
“This exclusive agreement with Smucker is a unique, once in-a-lifetime opportunity, to leverage our independent strengths for a mutual opportunity and future together. We are honored and very excited to be doing this with The J.M. Smucker Co.,” said Geoff Hoffmann, Co-CEO Hoffmann Family of Companies.
Upon close of the transaction, Stan’s Coffee will begin the immediate expansion of the Rowland Coffee Roasters’ brands through its existing DSD clients and channels, while looking to expand further to new customers and clients throughout all of Florida.