What’s In a Name: The Switch from Alterra to Colectivo


Alterra fans woke up last week to something eye-popping, and it wasn’t their coffee: it was the news that the beloved coffee shops would now be under the name Colectivo, a name representing the colorful public buses of Latin America. While the switch has gained significant traction in news outlets, the founders have assured that the only change is the name, a move serving to distance themselves from their agreement to share the Alterra name and certain recipes with corporate giant, Mars, Inc.

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