Westrock Coffee and S&D Coffee & Tea start to work for a conjoint brand
March 10 - 2022
Coffee Geography Magazine
Westrock Coffee Co. and its subsidiary, S&D Coffee & Tea, plan to promote a single brand name. The companies will pursue to embrace Westrock Coffee as a brand, reinforcing both organizations shared commitment to build and efficiently operate the preeminent integrated coffee, tea, and extracts supply chain in the world. “The brand isn’t just about a new logo and its associated colors, our brand is what we live out every day, and this visual shift signals our uncompromising commitment to the people who power us,” said Scott Ford, CEO and co-founder of Westrock Coffee. “As we look to introduce our organization to more and more customers around the world, we realize a greater opportunity to accelerate our mission as one, and the need for brand continuity is paramount to our success.”
Scott Ford, CEO and co-founder of Westrock Coffee
In 2020, Westrock Coffee acquired S&D combining the leading private label retail coffee supplier with the leading foodservice coffee, tea, and extracts provider. The combined company is preparing for future growth under the Westrock Coffee name and recently announced expansions of its global coffee, tea, and extracts development, manufacturing, and packaging facilities in central Arkansas, Concord, North Carolina, and Johor Bahru, Malaysia. The move will result in a modernized logo that will appear in all mediums and collateral, including building signage, fleet branding, social media platforms, and traditional and digital communications. To coincide with the rebrand, Westrock Coffee launched a redesigned website, reflective of the combined brand’s offerings, that can be found at WestrockCoffee.com. “Our unified brand brings new life and opportunity to our growing organization, allowing us to focus on more transparency for the people that power us and streamline our supply chain for the betterment of our farmer partners and our valued customers,” Ford said.