Alterra Coffee changes name to Colectivo

Milwaukee-based Alterra Coffee — which sold its name and intellectual property to Mars Drinks, a subsidiary of Mars, Inc., in 2010 and opened its first Madison location this past April — is renaming itself “Colectivo,” a reference to colorful Latin American buses. The local, independent coffee roaster has already renamed 11 of its coffee blends and discontinued two others as a result. Alterra brand coffee will continue to be sold by Mars Drinks.