Business & Tech
Why Did Alterra Coffee Change Its Name?
The Alterra Coffee shops in Wauwatosa and the rest of the Milwaukee area have a new name: Colectivo Coffee. A co-owner and some customers talk about the change.
In a story that even made the business section of The Washington Post, the owners of Alterra Coffee Roasters announced they are changing the business' name to Colectivo Coffee.
That means the 13 cafes in the Milwaukee and Madison area — including the Wauwatosa shops on 68th Street and  North Avenue — have a new name, even though the Alterra signs are still hanging.
Perhaps more significant than changing the name after 20 years is that Alterra is ending its three-year relationship with Mars Inc. The national company will retain the name Alterra and still sell coffee under that name, while Colectivo will be owned and managed locally.
Company co-founder and co-owner Lincoln Fowler talked to Patch Monday about the significance of the name Colectivo, while some share their opinions of the change.
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