Receiver Coffee: Brewing Up Wholesale Customers
Receiver Coffee (Receiver), a Prince Edward Island-based coffee roaster and caf , had found success since opening in 2012. Co-owner Colleen MacKay and her partners were trying to grow the wholesale side of the business, selling high-end coffee to caf s, restaurants, and other businesses outside of their usual trading area, with a focus on Ontario and Quebec customers. Sales growth of wholesale coffee had been limited, despite the overall success of the brand in its home region. Receiver had a clear identity as a high-quality local coffee roaster, a well-defined set of marketing tactics including price and promotion, and ambitious growth goals. Now in 2018, the question for MacKay was how to go about finding a market that could take Receiver to the next level. Eric Dolansky is affiliated with Brock University.