Announced today via press release, the rebrand is meant to embody “the core values of the business, focusing on relationships, collaborative journeys, and shared stories to generate thrive-equity and a sustainable future throughout the coffee supply chain for producers, roasters, and the communities that shape their success.” The name is a portmanteau of sorts, combining “collaboration” and “voyage”. Per Covoya’s European Managing Director Phil Schluter:
It was very important to us that our new brand capture what we value most in coffee, which is relationships—both at origin and in the consuming countries we serve around the world. At the same time, we wanted our name to evoke a sense of adventure and remind us of the challenges and discoveries which keep us motivated every day.
Though the name has changed, the Covoya (née Olam) day-to-day business remains the same. The brand will continue importing specialty grade coffee from 30 producing countries to their home offices in the United States—in Rhode Island and California—as well as to Europe via offices in Liverpool, England. For more information on the rebrand and the company’s current green coffee offerings, visit Covoya Specialty Coffee’s official website.