The power of a label: customization on a small scale

MIW stores’ shelves display an eclectic mix of locally produced products designed to attract consumers with discerning tastes. MIW shoppers are willing to spend more on limited-time products unavailable in conventional retail stores.

MIW enlisted Caffé Appassionato (www.caffeappassionato.com), a local roaster and contract packager, to create, package, and ship small batches of different coffees that the chain markets under its exclusive Roasted in Seattle brand.