Alterra Coffee changes name, splits with Mars

MILWAUKEE — Alterra Coffee is changing its name and parting ways with Mars, Inc.

Alterra owners say nothing will change except for its name, which will now be Colectivo (col-ehk-TEE'-voh), inspired by the artsy buses used for public transportation in Latin America.

The Milwaukee-based Alterra sold the brand name to Mars in 2010, which allowed Mars to distribute the coffee globally. The revenue allowed Alterra to expand its cafes to other Wisconsin cities, including Madison.

Mars will still be able to distribute coffee under the Alterra name.

The original Alterra founders — Lincoln Fowler, Ward Fowler and Paul Miller — will maintain control of Colectivo Coffee.

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