Irvine, California-based Diedrich Coffee, a roaster, retailer and wholesaler of specialty grade coffee, has announced the appointment of Roger J. Stewart as director of sales, Office Coffee Services (OCS).
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Stewart comes to Diedrich Coffee from USRefresh, in Boston, where he was senior VP, operations, responsible for their office coffee service and vending business. Previously, he was president of AAA Coffee Service and VP, market development for US Office Products.
According to Ed Apffel, Diedrich Coffee’s VP, sales: “OCS is an important component of our overall strategy. We look forward to the contributions Roger will make leading that initiative.”
Diedrich Coffee has also recently signed a seven-year agreement to continue its long-term relationship with Keurig to sell its products in K-Cups for the Keurig single-cup brewing system. Introduced in 1998, K-Cups are used with Keurig’s proprietary one-cup counter-top system. The agreement extends the relationship between Diedrich Coffee and Keurig, which began in 2000. More than 25,000 office brewers have been placed in offices in the US.
“Our ability to manufacture and sell [our] brands into the OCS market using Keurig technology is key to our continued penetration into that market,” commented Phil Hirsch, Diedrich Coffee CEO.
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By GlobalData
