Colectivo Coffee Roasters
| Company type | Private |
|---|---|
| Industry | Coffee roasting and retail |
| Founded | 1993 |
| Founder | Lincoln Fowler, Ward Fowler, Paul Miller |
| Headquarters | Milwaukee , United States |
Area served | Milwaukee, Madison, Chicago metropolitan regions, United States (wholesale) |
| Products | Specialty coffee, bakery products |
Number of employees | 300+ |
Colectivo Coffee Roasters is a specialty coffee roasting company based in Milwaukee, Wisconsin. Established in 1993 by Lincoln Fowler, Ward Fowler, and Paul Miller, the business currently operates 20 outlets throughout the Milwaukee, Madison, and Chicago metropolitan regions. Initially operating under the name Alterra Coffee Roasters, it transitioned to the Colectivo Coffee brand in July 2013 after divesting the Alterra trademark to Mars Inc in 2010; Mars subsequently transferred ownership of the brand to Lavazza in 2018.
The company manages its coffee roasting and all food production locally within Milwaukee, positioning itself as a significant wholesale provider across the United States. Its headquarters and roasting facility are situated on Humboldt Boulevard in Milwaukee’s Riverwest district, where its bakery operations are also housed, including the former Alterra Baking Company—now operating as Troubadour Bakery.
Colectivo expanded into Chicago in 2017 by opening locations in Lincoln Park and Logan Square. This was followed by a suburban Evanston store near Northwestern University in 2018 and an additional Wicker Park location in 2019. These expansions represent a calculated effort to grow within major urban markets.
In 2021, Colectivo became the largest unionized coffee chain nationwide after employees successfully organized despite initial opposition from management. The National Labor Relations Board validated the union election outcome in 2022, paving the way for collective bargaining.
History
Colectivo was founded in 1993 by Lincoln Fowler, Ward Fowler, and Paul Miller and has since established itself as a leading entity within the specialty coffee sector, emphasizing superior roasting quality and local manufacturing. The company’s operational approach focuses on maintaining supply chain control through its Milwaukee-based roasting and baking facilities.
The divestiture of the Alterra brand to Mars Inc. enabled Colectivo to concentrate on building its own brand presence while benefiting from additional growth capital. Its entrance into Chicago’s competitive coffee scene reflects a strategic initiative to broaden its market footprint beyond Wisconsin.
The unionization movement initiated in 2021 highlights shifting labor relations amid the company’s rapid expansion and underscores challenges encountered by management during this period of growth.
Name change
In 2013, the business rebranded as Colectivo Coffee Roasters, retiring the Alterra name which remained with Mars Drinks until it was acquired by Lavazza. The new name draws inspiration from Latin American public buses known as colectivos, emblematic of daily life. To strengthen this branding, owners and employees collectively purchased a restored 1958 colectivo bus that was introduced to Milwaukee that same year.
Recognition
The United States Environmental Protection Agency has acknowledged Colectivo as a Green Power Partner due to its dedication to sourcing 100% renewable energy from wind, biomass, solar, and hydroelectric power. In 2004, it earned the EPA Green Power Leadership Award. The Humboldt Boulevard facility garnered several honors in 2008, such as Best Environmentally Friendly Project from the Milwaukee Business Journal Real Estate Awards, Wisconsin Commercial Real Estate Women’s Heart of the Community Award, and the Building Blocks Award from State Farm Insurance’s MANDI Awards.
In 2013, Colectivo’s Bay View café and bakery received the Milwaukee Business Journal Real Estate Award for regional influence. That same year, Complex City Guide listed Colectivo among America’s top coffee roasters, while OnMilwaukee named it "Milwaukee's Best Coffee Shop/Cafe," securing both editors' and readers' choice distinctions.
Since 2007, Colectivo has been an active competitor in the United States Barista Championship. Barista Trainer Scott Lucey notably achieved third place nationally in 2008 and won the Great Lakes Regional Barista Championship in 2009.
Colectivo Union Conflict
On March 9, 2021, more than 300 employees at Colectivo cast their votes regarding union representation, selecting the IBEW as their negotiating agent. The initial count on April 9 resulted in a deadlock of 99 votes each, with 16 ballots withheld due to objections raised by Colectivo. After the National Labor Relations Board (NLRB) reviewed the situation, 7 of those contested ballots were included, adjusting the final count to 106 in favor of unionization and 99 opposed. Colectivo expressed dissatisfaction with the outcome, arguing that the majority of workers did not support unionization and that some counted ballots belonged to individuals who had resigned prior to the election’s conclusion. The company reiterated its willingness to engage in good faith negotiations, though this assertion was met with criticism for containing inaccuracies.
In the aftermath of the vote, Colectivo made multiple requests to the NLRB seeking to postpone certification—a tactic labeled by the union as deliberate delay. Additionally, the company faced backlash for employing an anti-union consultant who conducted mandatory sessions aimed at persuading employees to reject unionization. In retaliation, union advocates, including local branches of the Democratic Socialists of America, organized demonstrations outside Colectivo outlets in Milwaukee and distributed promotional materials encouraging union support and urging an end to challenges against the election results. Some flyers placed in Shorewood were removed.
Eventually, in May 2022, the NLRB confirmed that Colectivo employees had secured their union victory despite ongoing disputes. This labor conflict highlights notable difficulties within Colectivo’s organizational framework and labor relations during a period of business expansion and heightened market activity.