Thursday, April 26, 2012

Erin Fogg – 831-402-0871 [email protected]
Janet McAthie – 831-521-5932 [email protected]

Carmel Valley Coffee Roasting Co. Acquires Estate Coffee & Tea
CVCRC Welcomes Customers and a Non-Organic Artisan Wholesale Line


Carmel, CA – Carmel Valley Coffee Roasting Company’s owners, Dean and Janet McAthie, announced this week that their company is assuming ownership of Monterey’s Estate Coffee & Tea.

“Everyone in the CVCRC family is excited about welcoming Estate into our wholesale operation”, said Dean McAthie, President & CEO of Carmel Roasters, Inc. “We look forward to offering CVCRC’s wholesale customers access to Estate’s top quality non-organic line of roasts and sharing our signature organic line with our new Estate wholesale customers.”

Founded in 1996, Estate has a history of bringing the highest quality Arabica coffees to fine dining establishments, independent coffee shops, and local grocers. Estate’s single origin and specialty boutique coffee blends are roasted using only the best high-grown Arabica coffees. Estate, like CVCRC, is known for the company’s micro-roaster, artisan-style approach to coffee, that wholesale customers have come to love.

“I take delight in knowing Dean, Janet and the team at CVCRC are local to the Monterey Peninsula and will provide excellent customer service. I believe the quality of Estate’s coffee will not be compromised,” said Anna Amodo, prior owner of Estate Coffee & Tea. “They will add a dimension that will benefit the brand and its customers. I wish them well.”

Dean and Janet’s first priority will be personal sit-downs with each of Estate’s wholesale customers to ensure a seamless transition. Over time, the McAthies hope to develop Estate’s budding network of small, ultra-premium coffee growers to bring an all-new flavor palate to the Peninsula’s coffee lovers. They will also explore developing a premium wholesale line of loose leaf teas.

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Carmel Valley Coffee Roasting Company (CVCRC) was established in 1994 to provide superior fresh roasted coffee, using the finest Arabica beans, delivered fresh to discerning customers who wish to prolong their Carmel experience with every delicious sip of coffee. CVCRC roasts in Carmel Valley, and serves coffee in five intimate locations in Carmel, Carmel Valley and Monterey. CVCRC is certified organic by CCOF.org and is a members of the Fair Trade organization, making CVCRC the only Certified Organic coffee roasting company on the Monterey Peninsula. www.carmelcoffeeroasters.com

“We have been using CVCRC’s Guatemalan and Decaf coffees exclusively for all of our special events and consistently get excellent comments from our guests about the flavor and quality of your coffee. It is rare that we are able to find purveyors that share our views on sustainability and deliver a top quality product. We have found that magical combination with Carmel Valley Coffee Roasting Company and its coffee. The Guatemalan is also my daily drinker.”

Dory Ford, Chef / Owner
Aqua Terra Culinary

Pacific Grove, CA

“Dean, Janet and the entire CVCRC team consistently roast delicious organic coffee. We serve it in our two restaurants and they have been long-time supporters of all of our culinary efforts including the Pebble Beach Food & Wine and Harvest Farm-To-Table.”

David Alan Bernahl, II
Co-Founder, Coastal Luxury Management

Cannery Row Brewing Co., Restaurant 1833 Coming Soon
Monterey, California

“As owners of a commercial flooring company, nothing says thank you to our customers like a few bags of Carmel Valley Coffee Roasting Company coffee hand delivered to their offices. We even have CVCRC put on private labels during the Holidays. It’s a great way to have our business name in our customer’s offices every day. Everyone loves it! Thank you Carmel Valley Coffee Roasting Company.”

Henry & Karen Register, Southwest Interiors
Phoenix, AZ