A Coffee War: Creativity, Financial Savvy, and Adaptation Saved Newhall Coffee

In 2009 Mitch McMullen’s decade-long entrepreneurial journey to further establish Newhall Coffee as a strong local brand, quickly turned into a battle for survival against large corporations such as Starbucks.

Losing key accounts that amounted to more than $1.5 million in sales, and with banks unwilling to finance, the Newhall Coffee Roasting Company was on the verge of shutting down.

Nonetheless, creative thinking combined with a solid marketing strategy based on product differentiation have recently strengthened Newhall Coffee and now McMullen is charging ahead, taking a stand on behalf of all mom & pop shops in the country, he says.

“In 2009 we found out who we were, we found out how bad we wanted it and we attached our bayonets and we’re on a charge right now, we’re on an offensive,” he said.

McMullen, whose two coffee houses called Mitch’s Java ‘n Jazz were unable to compete against large coffee house chains and closed a few years ago, has now strongly positioned his coffee brand at large grocery chains such as Costco and Sam’s Club.

The recession also drove a lot people into groceries like Costco and Sam’s so the company adapted, changed paths and seized the opportunity.

"Our sales are so good at Costco they just doubled our amount of warehouses last month, so we doubled our market share in Costco. And then Sam’s Club two months ago just put us in every Sam’s Club in Southern California," he said.

Without counting the new business from Sam’s Club, Newhall Coffee has experienced 25 percent growth in the last quarter within its existing market.   read more

Three New Specials Announced!

Organic Sumatra Mandheling is grown in west-central Sumatra. Mandhelings are considered to be the best of the Sumatran coffees. They possess a smooth, full-bodied characteristic as well as a strong earthy flavor. It's usually $10.50 per pound, but you can grab some now for only $8.00.

Our special Caramel Vanilla Organic is a well balanced blend of caramel and vanilla swirled together to create a delicious treat. We use light-roasted South American beans to create these smooth, delicious brews. It's normally $10.50 per pound, but you can purchase a pound now for only $7.00.

Patriot Blend is a smooth, medium roasted coffee, perfect to start off your morning or help keep you awake during those late night shifts. Purchase 2 pounds for only $10 and we will send free coffee to an active duty military man or woman as a "Thank You" for their service. It may seem like a small thing, but a little "cup of moral" can go a long way!

Coffee Revolution

For every fight, for every battle, for ever revolution, there's a story. In 1992 when Newhall Coffee founder Mitch McMullen started "Mitch's Java 'N Jazz" he had no idea he would start a war with corporate America. This is his life story, the ups and downs, this is the tale of the beginning of the coffee revolution.

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