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LAKE BUENO VISTA, Fla. -- Caribou Coffee and the National Association of Truck Stop Operators (NATSO) partnered to offer high-quality craft-roasted coffee to the selected NATSO-represented truckstops and travel plazas throughout the United States.
"Our mission at NATSO is to advance the success of our truckstop and travel plaza members," Lisa Mullings, president and chief executive officer of NATSO said in a released statement. "By offering a premium product that appeals to the general driving public as well as the truck driving community, we believe this strategic alliance with Caribou Coffee advances that mission."
"The coffee consumer across the country has changed in character over the last several years," Hank Suerth, senior vice president of commercial businesses at Caribou Coffee, the nation's second-largest coffeehouse chain said in a released statement.
"From restaurants to high-end cafes, the consumer prefers a specialty coffee. For truckstops and travel plazas looking to enhance existing programs, or change their branding message, the Caribou brand offers a total coffee solution and branding opportunity that may not exist with every travel center in the marketplace today."
NATSO and Caribou Coffee will be holding information sessions during the NATSO annual meeting from Feb. 17-21. These focus groups will give truckstop and travel plaza owners and operators the opportunity to ask any questions and learn more about the new alliance.