The Industrial Auctioneers Association (IAA) presented its 2014 Marketing Award to Loeb Auctioneers for their successful marketing and sale of the assets from Green Mountain Coffee Roasters.
In May of 2014, Loeb Auctioneers in partnership with TCL Asset Group, sold the assets from Green Mountain Coffee Roaster’s North York, Ontario roasting and packaging facility. An extensive international marketing campaign was executed, and within a matter of weeks Loeb Auctioneers was able to negotiate sale of the facility as an ongoing concern. The new buyer of the facility resumed operations of the specialty coffee production lines within ninety days, saving many jobs in the process.
“This particular sale illustrates the depths of our marketing reach as a company,” stated Howard Newman, President of Loeb. “Within 48 hours of sending a single email announcement we received immediate interest in the entire facility.”
“It also clearly illustrates the shift toward digital marketing efforts in the industrial marketplace. More and more of our marketing budgets are being allocated toward digital efforts, whereas just 10 years ago a majority of the marketing would be put toward mailing out printed materials.”
Loeb Auctioneers further stated, “To be awarded the coveted IAA Marketing Award is extremely rewarding. To be recognized as the ‘Best in the Industry’ by our peers means a great deal to our organization. We work very hard to provide the most professional and effective marketing programs. Kudos to Sara Bogin, our Marketing Director, for her creativity.”
The auction of Green Mountain’s North York facility is just one of the facilities that Loeb Auctioneers has sold as an ongoing concern. Other recent successful sales include: Imperial Mills, Awrey’s Bakery, Nestle, and Anacon Foods.