As a wholesaler of coffee and tea and a provider of marketing programs to independent coffee shops and retailers, CrimsonCup has experienced growth over the past decade and is within range of becoming the nation’s second or third-largest alternative to Starbucks. Its branding mission has focused on creating the independent retailer as the brand, rather than the product or supplier. The CrimsonCup brand is featured on packaged coffee sold by retailers for office or home consumption, on mugs and cups provided to retailers and in some other promotional materials. The firm is now considering the issue of whether it should be more aggressive in promoting the CrimsonCup of Coffee for Independent Thinkers brands as well as developing its strategy for helping the independent coffee shops it serves.