Milwaukee coffee roaster to open Madison cafe

Beginning this spring, Madison’s Capitol square will have a new source of energy, fueled by Alterra Coffee Roasters.

Alterra, a large, independent coffee roaster from the Milwaukee area, looks forward to opening their first Madison location in March, said Ramie Camarena, Alterra’s events and communications manager. It will be located in the Tenney Plaza Building, 110 E Main Street near the Capitol.

“We have always hoped to have a cafe in Madison, seeking the right opportunity was what drove the timing,” said Camarena.

The cafe will serve a menu similar to the Milwaukee locations. Bakery items made from scratch, breakfast burritos, quiche, and a variety of lunch options such as soup, salads, and sandwiches will be offered alongside weekly specials. Many of the items will be made with local Madison products.

Besides the typical coffee and espresso drinks, Letterbox Fine Tea, and fruit smoothies, the cafe will also be offering two custom beers brewed exclusively for Alterra. The recipes were developed in house and will be brewed by One Barrel Brewing, located in Madison.

Customers can take home the flavors of Alterra, whose stores sell whole or ground beans. Bags of the beans are also already available for purchase at a number of Madison grocery stores including Jenifer Street Market and Metcalfe’s Market.

“It’s a new market for us in an exciting location,” said Camarena. “We hope the new cafe becomes a welcome addition to the neighborhood and Madison community.”


supporting local

great article from Wisconsin foodie! plus if Alterra will be supporting other local businesses in Madison then by supporting Alterra wont you also be supporting those local businesses and farmers at the same time? hmmm...

Full story of Mars-Alterra

Full story of Mars-Alterra relationship explained here:

Read and judge for yourself.

As a co-owner of a truly

As a co-owner of a truly independent coffee roasting company I have to take issue with your description of Alterra. Alterra sold their distribution rights to Mars Candy (think M&Ms and Snickers) back in 2010. They maintained rights to sell in WI and IL, but they are otherwise owned by Mars for national and global sales. That does not sound "independent" to me. Madison has 6 or 7 truly independent and community-based coffee roasters. I would suggest supporting any one of them instead of an out-of-town company associated with one of the world's biggest multi-national food conglomerates.