Mars Inc. has purchased the global rights to the Alterra Coffee brand and will begin selling the coffee in single-serve packages for Flavia Coffee Makers this fall, according to a news release issued by Alterra.

You may not have heard of it, but Alterra Coffee is a well loved Milwaukee, Wisconsin coffee roaster that has been growing steadily for years as one of the area’s most respected brands. They also have a very strong commitment to sustainability: It’s 100% wind powered, has gone to great expense to revitalize interesting historic buildings anchoring entire neighborhoods, has an experimental artificial wetland to treat parking lot runoff at one of its stores, and has made a solid commitment to fair trade practices. It even works with urban farming legend Will Allen’s Growing Power organization on a vermiculture project.

Alterra Coffee scored a big victory by teaming up with Mars corporation on a global brand distribution plan which will make Alterra a household name internationally and offer huge new revenue potential. Mars will distribute Alterra coffee as part of its Flavia line of single serve coffee makers. That’s great news for a small home-grown company.

Alterra will remain an independent Milwaukee company under the agreement, according to the release.

Mars will make the single-serving coffee available through its Flavia system in the United States this fall and in the United Kingdom, Japan, Germany and France in 2011.

While Flavia is not synonymous with sustainability, Mars is clearly working towards that end, as indicated by their sustainability statement on their website. “Contributing positively to our environment and local communities is critical to the way we do business at Mars – including our products, brands and operations. We understand that our company’s social, environmental and economic values and practices impact where we do business and how we operate, particularly given the scope and scale of the global environmental challenges.”

“We recognize that our long-term economic growth is inter-linked with our ability to adhere to the definition of sustainability produced by the UN World Commission on Environment and Development in 1987. It defined sustainability as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”Based on the foundation of our Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – we believe that our commitment to sustainability builds on our long-standing ethical commitment to the individual and the larger community. Our fundamental belief is that the only lasting success is a shared success, and this means success across the social, economic and environmental spectrum.”

“This is a great opportunity to take a beloved Milwaukee brand and share it with the world,” Lincoln Fowler, Alterra co-founder, said in the release.

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