Wednesday, August 16, 2000

Coffee Challenge Brewing

Press Telegram
By John W. Cox

LONG BEACH Three Long Beach coffee store owners are joining efforts to change the way consumers view corporate coffee chains like Starbucks.

The new Long Beach Independent Coffee House Alliance, linked by some $2,000 in marketing money, consists of Marty Cox, owner of five It's a Grind Coffee Houses; Gary Paterno, co-owner of The Library Coffeehouse in Belmont Heights; and Mike Sheldrake, owner of Polly's Gourmet Coffee in Belmont Shore.

Their idea is to teach consumers about the value of supporting local businesses especially those that brew their own coffee.

"Foremost is to heighten the consumer awareness of specialty coffee in Long Beach, and to show how there's diversity in the coffee scene here," Sheldrake said.

Seattle-based Starbucks insists that it does not stifle local business. And indeed, Paterno says he welcomes the competition. He just wants customers to know where he's coming from.

"We're banding together to hopefully bring our neighbors' attention to, one, we're Long Beach people. We're your neighbors," Paterno said.

The partnership was devised by Long Beach consultant Bob "Retail Doctor" Phibbs. He has advised Cox and Sheldrake on business matters, and suggested including Paterno in a new group.

So far, the venture has agreed to buy advertisements in local community newspapers. The ads would feature all three companies, pointing out their unique aspects and strengths.

Future projects are also proposed, but not finalized. The three are talking about working with a local charity and perhaps organizing a golf tournament to benefit that charity.

Phibbs said the alliance has goals beyond just improving local coffee business. "It's not about whining," Phibbs said. "It's about convincing people to choose the independent first."