Greenfield-based Pierce Bros. rebranding to Fogbuster Coffee Works

  • Sean and Darren Pierce of Pierce Bros. Coffee Roasters, seen here in their Greenfield facility, are rebranding their business after their most popular coffee, Fogbuster Coffee Works. Staff Photo/Paul Franz

  • Beans float on air as they are roasted, seen through a guitar pick-shaped window that is part of Fogbuster Coffee Works’ new branding. Staff Photo/Paul Franz

  • Beans float on air as they are roasted, seen through a guitar pick-shaped window that is part of Fogbuster Coffee Works’ new branding. Staff Photo/Paul Franz

  • Fogbuster Coffee Works’ new branding, featuring a guitar pick logo. Owners Sean and Darren Pierce, as well as their father, have all been avid musicians. Staff Photo/Paul Franz

  • Raw beans at Fogbuster Coffee Works, formerly Pierce Bros. Coffee Roasters, in Greenfield. Staff Photo/Paul Franz

  • Pierce Bros. Coffee Roasters’ spacious facility in the Greenfield industrial park. Staff Photo/Paul Franz

  • Daryn Ripley spreads freshly roasted coffee beans out to cool before packaging in Greenfield. Staff Photo/Paul Franz

Staff Writer
Published: 2/18/2021 1:35:13 PM

GREENFIELD — Sean and Darren Pierce will always be brothers. In fact, they’ll always be Pierce Bros. But the 100% Fair Trade-certified organic coffee they have been roasting for 27 years will now be sold in new packaging, with a nod to their flagship roast.

Fogbuster Coffee Works by Pierce Bros. is the culmination of much thought and consideration.

“From a branding perspective, a marketing perspective, we felt like we needed a fresh start,” Sean Pierce said.

Fogbuster, a dark roast trademarked at least 20 years ago, is the signature blend, consisting of five types of beans and three roast levels. The decaffeinated version is called Defogger and the half-caffeinated one is known as Half-Buster.

“Fogbuster is such a powerful name,” Sean said. “It sticks in people’s minds.”

The coffee bags also feature a new design, with a guitar pick logo. The brothers’ father was an avid musician, as are they. Both said their original designs were outdated, reminding them of packaging from the 1980s or ’90s. Part of the new name reflects the company’s purview, as it services espresso machines, offers training sessions, and sells canned cold brew and merchandise as well as chocolate-covered coffee beans.

The brothers had expected to launch their rebranding last summer with a block party, but the COVID-19 pandemic threw all plans out the window.

“It pretty much dismantled our timeline,” Darren said.

Employees were laid off or reduced to part-time and will be rehired when the health crisis is in the rearview mirror.

The brothers said they are not discontinuing any blends, but might rename some.

The company, which operates out of the industrial park in Greenfield, is known for air roasting, the process of taking the coffee bean’s outer husk out of the roast as it’s cooking. This, they said, produces healthier, cleaner, smoother beans. With its wavy design, the guitar pick logo pays homage to this process.

The backs of the bags read, “LIFE BREWED LOUD,” which the brothers said was chosen for a reason.

“You’re not just drinking, you’re having an experience with our coffee because it’s so unique,” Sean said.

Reach Domenic Poli at: dpoli@recorder.com or
413-772-0261, ext. 272.


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