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Mayorga Rolls Out Hispanic Coffee Line


Mayorga Coffee has launched Cafe Sabroso, a line that the company says it has developed to fill a gap in the Hispanic coffee market.

As the “New Generation of Latin Coffees,” the brand is characterized by a fresh approach to the Hispanic coffee segment, which is dominated by the all-too-familiar “brick packs,” according to Mayorga Coffee. In an effort to represent its ethnic roots through Cafe Sabroso, Mayorga sources specialty grade Arabica coffee that is Rainforest Alliance certified and roasted in small batches.

Martin Mayorga, president and founder, says, “I am thrilled to be an authentic voice for the Hispanic consumer within an industry dominated by large conglomerates. We created Mayorga Coffee to represent coffee farmers and communities throughout Latin America. With Cafe Sabroso, we are representing the Hispanic consumer in the United States. This generation of Hispanic consumers is no longer interested in a low-end brick pack or overpriced, over-marketed brands. They want quality, sustainability, flavor depth and value. This is what Cafe Sabroso offers.”

Cafe Sabroso packaging is designed so that, depending on how it faces the consumer, it can be read in both English and Spanish.

Cafe Sabroso is available as ground coffee in 12-oz. bags of Fuerte (dark roast), Suave (light roast), Decaf Fuerte (dark roast) and Dulce de Leche (light roast, flavored coffee) and can be found at retailers nationwide this fall.


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