One of the hottest trends born out of the Pacific Northwest that’s managed to percolate cross-country is the concept of the specialty coffee house. The most visible of the bunch is Seattle-based Starbuck’s, which spread from Washington nationally with great success. The latest coffee up-and-comer is Boise, Idaho-based Moxie Java, which went to the land of the coffee house to find its first advertising agency, AKA Advertising & Sass/Portland, Ore. Moxie, which markets coffee under the White Cloud Mountain Coffee Co. label through a variety of grocery stores, started a retail operation in 1988. It now has nine locations as far west as Portland and Scottsdale, Ariz., and is expanding quickly through cafes, kiosks in shopping malls and coffee carts on city streets.
Copyright Adweek L.P. (1993)