In a final symbolic goodbye for a good cause, Milwaukee’s Colectivo Coffee is selling the physical Alterra Coffee signs that used to hang atop its coffee shops.
The 19-year-old roaster and retailer Colectivo officially changed its name from Alterra earlier this year, hoping to finally separate the company from its association with Mars Inc., which purchased the Alterra name in 2010. Colectivo (then still going by Alterra) continued operations as usual, using the deal to greatly expand its footprint in the Milwaukee area and into Madison, but Colectivo ownership says the dual uses of the Alterra name (Mars continues to sell coffees with the brand name) created some unwanted confusion among consumers.
Beginning today, Colectivo is using on online auction platform powered by Milwaukee-based Okanjo and hosted by OnMilwaukee to sell off the old Alterra signs, many of which were handmade by local metal smiths or woodworkers. Priced from $99 to $500, the signs are being sold as fixed price or in an auction format, with bidding ending on Monday, Dec. 23. The auction is raising money for Milwaukee’s Hunger Task Force, a food bank and advocacy organization.