New England Coffee holds 100th anniversary event in Boston

On Thursday, September 29, National Coffee Day, New England Coffee, a division of Reily Foods, will host a celebration in Boston’s South Station/Dewey Square as part of its 100th anniversary “Extraordinary People Campaign” honouring those who drink and serve their coffee.

New England Coffee’s Brand Ambassadors and their “Mug Mobile” will be on hand from 7:00am to 6:00pm to give away commemorative items and samples of coffee to hundreds of commuters and passersby. People will also have the opportunity to enter the sweepstakes, a digital instant win game awarding USD $100 Visa gift cards throughout the day, as well as daily USD $100 prizes online 30 September through 21 October. No purchase necessary to participate or win.

The highlight of the day will be a presentation and ribbon cutting at 12:00pm of an original work of art painted by Gerard Tonti, a celebrated artist who creates paintings using coffee and tea. The 12ft x 12ft mural, painted with New England Coffee espresso roast, is a gift from the company to the people of New England in celebration of its centennial, and will be displayed in South Station through October and then at the Boston Convention and Exhibition Center through early 2017.

“Celebrating our centennial on National Coffee Day in downtown Boston, just a short walk from our original location at the corner of Milk and Broad Streets, is an important way for us to say thank you to the many people who drink and serve New England Coffee, and therefore have made this milestone possible,” shared Michael Morse, vice president of marketing, Reily Foods Company.

The cornerstone of the “Extraordinary People Campaign” is the #YouAreExtraordinary Tour. An extensive sampling and engagement tour that is traveling around New England throughout 2016, the tour features the New England Coffee “Mug Mobile” and a team of Brand Ambassadors visiting restaurants, coffee shops and community locations, such as police and fire stations, to thank the extraordinary people who serve and drink New England Coffee. Photos of many of the people the company has recognized can be found on the Extraordinary People “Gallery” on All are invited to post a photo of someone extraordinary in their lives using the hashtag #YouAreExtraordinary.

Founded in 1916 by two brothers and a cousin delivering coffee to restaurants by horse and wagon, today New England Coffee is offered nationwide in thousands of coffee shops, restaurants, retailers, grocery and convenience stores. (See NEC 100th Anniversary feature in T&CTJ April 2016.) In 2013, Malden, Mass.-based New England Coffee was purchased by Reily Foods Company, a family-owned business, which was founded in 1902 in New Orleans, La.

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