How we did it
In 2020, Counter Culture Coffee was a Southeast regional favorite with exceptional product quality, a loyal customer base, and a budding grocery program. The brand had ambitious goals to expand its footprint, secure national distribution, and become a leader in the premium whole bean coffee category. Achieving this vision required a strategic partner to navigate the complexities of natural and conventional retail and drive sustainable growth.
That’s where IGNITE came in. The premium nature of the product required a well-crafted narrative to convince consumers to spend more. The competitive category, dominated by strong regional players, needed a thoughtful approach to securing shelf space. Managing a highly perishable product through distributors like UNFI and KeHE also demanded precision and expertise. IGNITE tackled these obstacles head-on, offering customized solutions to keep the brand on track.
Together, the teams developed a powerful sales story highlighting why consumers would choose Counter Culture Coffee, even at a premium price. IGNITE also built a distribution model to scale the brand nationally while leveraging its network of retail relationships to secure critical placements.
The results were transformative. Counter Culture Coffee quickly expanded, launching nationally with distributors UNFI and KeHE and gaining placement at major retailers like Whole Foods Market, Kroger, Sprouts, and Publix. Regional retailers, including Fresh Thyme, Price Chopper, and Wakefern, also joined the fold, resulting in a total expansion of over 3,500 stores.
By 2023, Counter Culture Coffee had nearly tripled its distribution and firmly established a national presence. The brand became Whole Foods Market’s number one whole bean coffee and climbed to number three in the U.S. in combined natural and conventional channels (excluding Whole Foods).
We deployed a custom survey that uncovered insights into shifting consumer behaviors amid economic unease, including an increasing willingness to pay for quality, larger package purchases, and stronger brand loyalty driven by the rising home barista movement. These findings helped refine Counter Culture Coffee’s approach, ensuring the brand remained relevant and resonant.
This partnership exemplifies IGNITE’s expertise in helping emerging brands achieve national prominence. By aligning on attainable goals and leveraging our expertise, brands can break through regional barriers and establish themselves as category leaders.
“IGNITE was integral in executing our vision of national growth, helping us establish a sales story, build a distribution model, and secure new retail partnerships across the U.S. Their experienced team is backed by analytics and data that most small companies don’t have access to in their initial growth phase. Counter Culture Coffee will always be grateful for our partnership and what we have accomplished together.”
Chandra Poston
Director of Grocery, Counter Culture Coffee
