India’s Tata Coffee to Relaunch Eight O’Clock Brand in U.S.

India-based Tata Coffee plans to relaunch its Eight O’Clock Coffee (EOC) brand in the U.S. and Canadian markets. The company has also announced plans to introduce single-serve coffees in a collaboration with Green Mountain Coffee Roasters, as well as ramp up instant coffee production at its two manufacturing facilities by 30 percent, to approximately 8,400 tons, by April 2014.

Tata began processing and roasting beans for Starbucks locations in India and other new markets last summer, while also announcing a multiyear agreement with GMCR to rebrand EOC, as well as the Tetley and Good Earth Tea brands. In 2006, Tata acquired EOC from Gryphon Investors for $220 million.

Tata says it produces 19 varieties of shade-grown robusta and arabica varieties grown in nearly 20 estates throughout India, a country that has struggled over the past decades to shed its reputation as a low-quality-arabica producer.