Our History

Grown to be a renowned roaster.

Victor Allen’s Coffee has been a pioneer in the U.S. specialty coffee market since 1979, has branched into numerous distribution channels, and uses years of experience and skill in the traditional coffee segment to produce one thing: great coffee. We continually strive to be the best in coffee selection, precision roasting and brewing.

1979

Victor Allen’s Coffee was founded in Madison, Wisconsin. In the beginning years, Victor Allen’s emerged in the grocery market and also branched into several coffee shops in the Madison and Milwaukee area. At this time, Victor Allen’s Coffee was considered a “micro-roaster” producing smaller, more concentrated batches of coffee.

2002

Victor Allen’s Coffee was purchased by its current owners, based out of Northeastern Wisconsin.

2003

A new, state-of-the-art, 40,000 square-foot facility was built and the corporate headquarters and production facility for Victor Allen’s Coffee was moved to Little Chute, Wisconsin. It was also during this year that New Mexico Coffee Company, based in Albuquerque, was purchased by Victor Allen’s Coffee, expanding distribution and services to the southwestern region of the United States including: Las Vegas, Salt Lake City, Colorado and New Mexico.

2007

Victor Allen’s Coffee acquired Trade-Mark Coffee based out of Chicago and the San Francisco area, and moved all production and manufacturing to the corporate headquarters in Wisconsin.

2008

In order to keep up with the evolving coffee industry, Victor Allen’s expanded the corporate headquarters facility to 70,000 square feet, enabling us to increase our roasting capacity to 31,500,000 pounds annually.

Today, Victor Allen’s offers three distinctive brands — Victor Allen’s Coffee™, Rio Grande Roasters™ and Avalon Organic Coffee™ as well as private label, customizable products for our customers. In order to keep up with consumer demand, Victor Allen’s Coffee has continued to make advances and improvements, and has expanded into numerous distribution channels throughout the country.

We have spent the last three decades making the best coffee on the planet—batch after batch. We hope you enjoy tasting the Victor Allen’s difference.