Melissa’s Produce, long known for blurring the boundaries of traditional perimeter categories, has done it again. This time, the Los Angeles-based specialty supplier is introducing a product that’s familiar to grocery shoppers but new to the produce department: single-origin, whole-bean coffee. In partnership with Herb’s House Coffee Roasters, Melissa’s has launched a limited-run Huila, Colombia single-origin coffee, now merchandised in the produce department at all Gelson’s Markets in Southern California. The move signals a strategic expansion for Melissa’s and a new opportunity for retailers to rethink how “fresh” and “craft” intersect in the perimeter.
Why Coffee Belongs in Produce
Why are retailers putting coffee in the produce department? Robert Schueller, director of public relations for Melissa’s Produce, says the answer is simple: coffee is a plant, its bean is a fruit, and shoppers in the perimeter are already primed for premium, story-driven items. That thinking led to the new Melissa’s x Herb’s House Huila Single-Origin Coffee, now merchandised at Gelson’s Markets and positioned as a craft, agriculture-forward product with strong appeal for produce consumers.
“Coffee, by definition, is a plant,” Schueller says. “It has always been sold in the grocery department, but why can’t we sell it in the produce department?”
Schueller points to previous category expansions that once seemed unconventional but are now commonplace in produce:
- Cold-pressed juices
- Specialty sauces
- Crepes
- Popcorn (a produce-sourced item Melissa’s successfully normalized in the department nearly a decade ago, Schueller says)
- Holiday nuts, which migrate from grocery to produce during the fourth quarter sales window
Introducing coffee follows the same pattern, Schueller says: a plant-based product with agricultural origin and strong storytelling value that aligns naturally with the produce shopper.
What Is Melissa’s x Herb’s House Coffee?
A limited-run, single-origin, whole-bean coffee grown in Huila, Colombia.
Key Product Facts
- Grown at 1,500-plus meters in volcanic soil
- Whole bean, washed and sun dried
- Flavor notes: milk chocolate, roasted almonds, orange blossom
- Shelf life: 1 year, ambient storage
- Packaging: Six 10 oz whole-bean bags per pack
- Merchandising: produce endcaps and wire racks
- Ideal storage: 60°F to 65°F
- Acceptable range: room temperature
The goal, Schueller says, is to bring a craft, farm-story product into a department where consumers already expect seasonality, origin transparency and premium flavor.
The seasonal nature of agriculture becomes part of the value proposition, Schueller says. Instead of offering a single standardized SKU year-round, Melissa’s will roll out quarterly releases, each tied to a new harvest cycle.
“The flavor will change from quarter to quarter,” Schueller says. “We’re not trying to be a mainstream coffee company with one blend sold everywhere. We’re focused on flavor — just like in produce.”
Retail Strategy: Why Now and Why the Produce Department?
The launch hits during the high-traffic holiday season, when produce departments traditionally showcase limited-time, gift-friendly or premium items.
At Gelson’s, the coffee is merchandised on produce endcaps using wire-rack displays much like shelled nuts, seasonal snacks and cross-merchandised holiday items.
Despite the specialty positioning, the coffee behaves like a typical shelf-stable item.
“It doesn’t need refrigeration,” Schueller says. “Stores run cool in the mornings and warmer in the afternoons, so standard produce-department conditions are fine.”
This makes it easy for retailers to incorporate the product without rearranging refrigeration or rack space, he says.
A Limited-Run Strategy That Creates Urgency
Melissa’s is positioning the coffee as both premium and ephemeral, saying it’s a formula proven to drive trade interest.
Key strategic elements include:
- Small-lot sourcing from a single grower
- Quarterly availability that reflects harvest cycles
- First-come, first-served retail allocation
- Price point aligned with craft coffee, not commodity beans
Schueller emphasizes Melissa’s isn’t competing on price.
“We are not the low-price leader,” he says. “Everything comes down to flavor and taste, and it’s what Melissa’s is known for.”
With Gelson’s as the first adopter, Melissa’s expects additional retailers to follow as the program demonstrates category lift, perimeter differentiation and shopper engagement.
Why It Matters for Retailers:
- Expands the Produce Aisle’s “Craft” Identity: Shoppers are increasingly aligned with origin stories, sustainability and traceability, hallmarks of specialty produce
- Creates Incremental Basket Opportunities: Coffee buyers often overlap with produce shoppers seeking premium seasonal items
- Delivers Fresh Content for Perimeter Merchandising: Quarterly releases give retailers a built-in narrative with new product, new flavor notes and new origin batch
- Reinforces the Produce Department as a Destination: Retailers have spent the past decade elevating produce with experiences, storytelling and fresh-adjacent products; specialty coffee is a natural addition
What’s Next for the Program? Melissa’s and Herb’s House plan to continue rotating single-origin offerings as harvests shift. With Gelson’s as the first retailer, the company anticipates broader adoption as produce directors look to expand the perimeter with high-value, story-rich products.
The new Melissa’s x Herb House Huila Single-Origin Coffee is available now in whole-bean form for retail, foodservice and online purchase through Melissas.com and participating specialty retailers.
