Café Don Pablo Outsells National Brands in Test in South Florida Supermarket Chain

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The Café Don Pablo line of specialty coffees roasted by Burke Brands, Inc., North Miami Beach, Florida, outsold all of the national specialty coffee brands represented, including Starbucks, in a test store in the Miami area.

The supermarket, which is located in an upscale Miami suburb, and is part of a 28-unit chain that serves a diverse, though mainly Hispanic clientele, sold 52 twelve ounce bags of Café Don Pablo in a thirty-day period.

“The magic is in the brand,” says Darron Burke, President of Burke Brands. “Besides being a high quality, fresh-roasted, great tasting coffee, Café Don Pablo was created as a crossover product, and its name, packaging, and unique selling proposition has significant appeal to both upscale Hispanics, and non-Hispanic specialty coffee consumers.”

Burke adds that “Hispanics living in the US are very proud of the coffee tradition in Latin America, and non-Hispanic gourmet coffee connoisseurs realize that much of the world’s best tasting coffee comes from that region.”

The Café Don Pablo line is comprised of over 75 specialty coffees including various single origins, blends, roasts, flavors, organics, and fair trade coffees. “Our coffees are tailored to the tastes of specific consumer groups, Burke explains. “Hispanics traditionally enjoy their coffee roasted a bit darker, as do west coast connoisseurs, while New Englanders, for example, tend to lean towards a medium to light roast. Meanwhile, flavored coffees are becoming more popular than ever, and our Dulce de Leche coffee is proving to be a real winner across cultures.”

The company expects positive sales results in supermarkets across the country. “We’re confident that the timing couldn’t be better for Café Don Pablo,” Burke asserts. “There’s been an explosion of growth in the Hispanic population and a marked increase in that demographic’s purchasing power; this coupled with the swiftly rising demand for specialty coffee, and an interest in cultural exchange, particularly in food, puts Café Don Pablo in a favorable position to become a leader in the specialty coffee category nationwide.”

Burke, who holds an M.B.A. and a Masters of International Management, has been involved in coffee production since meeting his Colombian-born wife and business partner Eliana Burke, in 1989. The couple and their company were recently featured on the internationally broadcast Mananitas show on the Hispanic television network Telemundo. For product and contact information visit:


Darron Burke



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