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Westrock Coffee Company has acquired US-based specialty-grade roaster Bixby Roasting to enhance its omnichannel product marketing and development capabilities.
The terms were not disclosed.
The acquisition, which includes Bixby’s roasting facility in Los Angeles, California, allows Westrock Coffee to capitalize on shifting consumer consumption trends.
Bixby was established in 2017 and employs a subscription service to deliver fresh quality coffee to customers' doors. It is also known in the emerging influencer-led brand space.
According to Elizabeth McLaughlin, executive vice president of sales at Westrock Coffee, Bixby is at the forefront of the emergence of influencer-led brands that has created a new sales channel in the beverage business.
Bixby co-founders, Miles Fisher, and Remington Hotchkis will both join Westrock Coffee as senior vice president of sales and vice president of sales, respectively.
Miles and Remington bring a depth of knowledge on these emerging channels being added to the Westrock Coffee portfolio, including the co-creation of new influencer brands that are particularly appealing to young consumers.
Fisher said that with Westrock Coffee’s resources and momentum, they are ready to get to work and fuel the product development and e-commerce offerings of the company.
