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By Eric Frederick, NC Local Newsletter Editor
“When we bought The Chatham News and The Chatham Record two and a half years ago,” publisher/editor Bill Horner III told me the other day, “the very first thing we did was to combine them to make it The Chatham News + Record. And that created some confusion. One of the things I heard was confusion about the new name … and the other thing I heard was, ‘I didn’t know Chatham County had a newspaper.’
“So obviously, you want to try to leverage anything you can to create brand awareness.
“And I’m not a coffee geek at all, but … Chatham County has a pretty cool coffee culture. A lot of neat, eclectic coffee shops. We did a really nice two-page photo essay and story about the coffee culture, and one of the things that I learned in that story was that Aromatic Roasters (in Pittsboro) was the only roaster of coffee in Chatham County. So, at that point the light bulb went off, and it took me about five seconds to connect the dots: ‘This is a place that we need to approach.’”
With support from one of his business partners, Kirk Bradley, who’s a coffee aficionado and an Aromatic Roasters fan, Horner reached out to Erin Munson, managing partner at Aromatic, and made the pitch for a co-branded breakfast blend, which was perfected after several experiments and taste tests.