Independent Grocers Alliance (IGA) has announced it is forming an exclusive partnership with Aerosmith drummer Joey Kramer to promote his Rockin’ & Roastin’ coffee. Through the Red Oval partnership, Kramer will join a coalition of suppliers offering resources to IGA unavailable to other grocery retailers. IGA will work with Kramer to introduce the Rockin’ & Roastin’ line to its retailers and wholesalers through alliance-wide communications and events. IGA will introduce Rockin’ & Roastin’ as a Red Oval partner at an annual National Grocers Association (NGA) convention in Las Vegas, United States. Kramer’s coffee will be served at IGA’s booth at the NGA Show in February. In March, Rockin’ & Roastin’ will host a morning breakfast at the IGA Global Rally in Orlando, Florida.
“We are extremely pleased to welcome Rockin’ & Roastin’ to our IGA Red Oval Family and are excited about the upcoming events that will give our IGA retailers and the rest of the industry the opportunity to see and taste the benefit of this unique partnership,” said Doug Fritsch, IGA Sr. Vice President Retail & Business Development. “We look forward to a long future with this rapidly expanding company.”
Kramer is planning to open Joey Kramer’s Rockin’ & Roastin’ Café in North Attleborough, Massachusetts later in the year. The company hopes the flagship café will eventually become a franchise. Kramer partners with North Andover-Massachusetts based Comfort Foods to roast, package and distribute his whole-bean, ground and single-serve coffee, which is sourced from Guatemala, Ethiopia and Sumatra.