Graffeo Coffee, a beloved San Francisco roastery, has been acquired by Walter A. Haas III, marking significant change in its 90-year history. Previous owner Luciano Repetto, instrumental in building Graffeo into a reputable brand since 1978, will continue as co-owner. Haas, with deep roots in the city and experience in brand marketing, intends to enhance Graffeo's visibility while maintaining its artisanal quality. He acknowledges the heritage aspect of the brand and aims to broaden its appeal without losing its exclusive charm. Both owners share a vision for Graffeo as a specialty coffee favored by connoisseurs.
A sixth-generation San Franciscan, Haas is a lifelong marketer, having worked both for startups - one of which he founded, Gist - and for 172-year-old Levi's, where he learned the secrets of keeping a brand relevant. While Levi's is not affiliated with Graffeo, Haas is ready to apply what he knows to build the next great American brand, something he can devote the rest of his life to, he told SFGATE.
I understand and believe in the power of heritage businesses and San Francisco. I think Graffeo will always be a well-kept secret. It will always be for connoisseurs, high-end restaurants and high-end grocery stores. People who are in the know. My job is to make it a slightly worse-kept secret.
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