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The company behind Jde and Keurig unveils retail website focusing on craft coffees

craft coffees
A snapshot of the new website

MILAN – JAB Holding has unveiled a new retail site called Trade that focuses on craft coffee.

The website describes itself as the destination to discover and shop for craft coffee, freshly roasted to order by the best artisan roasters in the country and shipped directly to your home.

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Trade offers more than 400 roasts, from about 50 of America’s most prestigious quality-forward U.S. roasters, as well as related brewing equipment. It also features simple-to-understand educational content to help consumers make better coffee at home.

JAB Holding, a privately held company and investment arm of the wealthy Reimann family, has been steadily building a coffee and breakfast empire over the last five years.

Its portfolio includes a majority stake (through its subsidiary Acorn Holdings) in Jacobs Douwe Egberts (JDE), the world’s leading pure-play coffee company.

It also owns such brands as Keurig Green Mountain, Krispy Kreme Doughnuts and Peet’s Coffee & Tea.

To elevate the coffee experience

“By uniting premier coffee roasters with consumers across the United States in an engaging and convenient way, JAB is confident the Trade Coffee platform will elevate the coffee experience for the at-home brewer,” Bart Becht, partner and chairman at JAB, said in a statement.

Specialty makes 60% of the coffee industry

“Coffee is a $45 billion industry, with 59 percent of that now attributed to specialty coffee — an all-time high. However, today’s urban millennial that drinks specialty coffee is two to three times more likely to drink non-specialty coffee at home,” the company said in a press release.

“With its introduction to the market, Trade is serving an unmet need in specialty coffee — providing a way for today’s coffee drinker to brew better coffee at home, while providing an opportunity for specialty coffee roasters to broaden their customer base nationwide.”