AL International, a vertically integrated producer of coffees for the commercial, retail and direct sales channels, has signed a lease agreement to increase the size of its wholly owned subsidiary CLR Roasters’ plant by 60%.
The company, which has recently expanded its roasting, grinding and packaging capacity to meet growing demand, has begun direct store distribution (DSD) for Café La Rica and Josie Java House brands.
The DSD routes will initially focus on 231 locations in Miami Dade and Broward Counties with plans to expand to West Palm Beach County later in 2012.
CLR Roasters has secured distribution with Publix, Winn Dixie, Sedano's and independent operators such as Tropical Super Market, Presedente Super Market and Extra Super Market.
CLR roasting president Ernesto Aguila said: "Winn Dixie will be running an Everyday Value in store ad until the end of the year with our Café La Rica brand and Sedano's has a major ad breaking November 7th where we expect to move 20,000 units during the week of the ad."
AL International commercial operations CFO and president Dave Briskie said that they will service the major accounts with DSD Corporate Team and the independent accounts will be serviced with distributors.
"We have already added Four Keys as our local distributor that will take care of the Keys, and Miami Based Rex is our distributor that will service the independent stores and pharmacies from Homestead all the way up north to West Palm Beach," he added.
"Our expectation is to cover Florida with DSD routes and then move to other markets. Our long term plan is to expand DSD distribution coast to coast."
CLR Roasters also produces a unique line of coffees under the JavaFit brand.
AL International was formed after the merger of Youngevity Essential Life Sciences and Javalution Coffee Company in the summer of 2011.
