Alice.com will be an open, online retail platform for gourmet coffee, focused primarily on linking artisan roasters to end consumers directly. Consumers currently lack a convenient way to shop for fresh gourmet coffee on the web, while artisan roasters are in the market for a fresh alternative to the large bricks-and-mortar retailing services. The Alice.com model will be unique both in terms of how goods are ordered/distributed and how specialty coffee can target, incentivize and personalize offers to consumers.
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