Arrow-right Camera
The Spokesman-Review Newspaper

The Spokesman-Review Newspaper The Spokesman-Review

Spokane, Washington  Est. May 19, 1883
Cloudy 28° Cloudy
News >  Business

Walmart edges into Whole Foods territory with premium coffee brand


Walmart Inc. is ramping up a battle with and its grocery arm Whole Foods as it starts to sell a new line of organic coffee made by a roaster in Colorado.

Mash-Up Coffee, produced by Boyer’s Coffee, will be offered exclusively at more than 1,200 Walmart stores or on the Mash-Up website. The coffee sells for about $7 a bag –roughly the same price as Starbucks sold at Walmart, which is typically at the high-end of coffee at the retailer.

Walmart contacted Denver-based Boyer’s Coffee last year seeking to learn more about the so-called third wave of coffee.

“They looked to us to educate them,” said Jason Barrow, one of two brothers who runs Luna Gourmet, Boyer’s parent company. “We knew it had to be competitive with Starbucks to work for them.”

The third-wave term refers to the premiumization of coffee, a major beverage trend in recent years as many U.S. consumers, who moved first from Folgers and Maxwell House to Starbucks, are seeking even more upscale ways to their caffeine fix.

The Spokesman-Review Newspaper

Local journalism is essential.

Give directly to The Spokesman-Review's Northwest Passages community forums series -- which helps to offset the costs of several reporter and editor positions at the newspaper -- by using the easy options below. Gifts processed in this system are not tax deductible, but are predominately used to help meet the local financial requirements needed to receive national matching-grant funds.

Active Person

Subscribe to the Coronavirus newsletter

Get the day’s latest Coronavirus news delivered to your inbox by subscribing to our newsletter.