Stir It Up: With Its Coffee Subsidiary, a Global Direct Marketer Taps a Giant Opportunity

Coffee is the second most traded commodity after oil. Taking advantage of this demand is San Diego-based AL International, a global marketer of nutritional products with a thriving gourmet coffee line

Miami, Fla. (I-Newswire) September 14, 2012 - By far the world’s most popular beverage, coffee is the second most traded commodity after oil. Taking advantage of this demand is San Diego-based AL International, a global direct marketer of lifestyle and nutritional products with a thriving gourmet coffee operation known as CLR Roasters, LLC.

CLR Roasters is a wholly owned subsidiary of AL International. Founded in 2001, it distributes three company-owned brands: Café La Rica is a quality espresso brand distributed via grocery and the mass market. Javalution Brand is a boutique brand offering premium gourmet coffees and flavored coffees targeted toward a variety of retailers. Meanwhile, the private-label Josies Java House line of coffees is targeted at the gift market.

“CLR buys coffees from Central and Latin America and around the world,” says Steve Wallach, Chief Executive Officer of AL International. “The beans are handpicked by farmers from coffee fields at an average altitude exceeding 3,000 feet above sea level, and transported to mills where quality controls are put into effect before the beans are transported worldwide.”

CLR Roasters’ coffees are also integrated into AL International’s direct selling division, under the name JavaFit®. As one component of AL International’s lifestyle and nutritional brands, JavaFit’s coffees are touted for their vitamins, minerals and other nutrients. Varieties range from “JavaFit Original Roast Arabica Coffee” to “JavaFit Organic Royal Water Decaf Coffee” to “JavaFit Energy Extreme Coffee.” The latter incorporates four clinically tested nutrients: garcinia cambogia with HCA or hydroxycitric acid, green tea extract with EGCG, an extra boost of caffeine, and niacin.

Given coffee’s enduring popularity, CLR Roasters appears strategically poised to reap the rewards of this thriving market.