Sunday, September 16, 2007

Beaner's Coffee Changing Name

I suspect Spic and Span will be next...

A small but growing coffeehouse chain is changing its name amid concern that the moniker meant to celebrate the seed of its main product also is a disparaging term for Hispanics.

Juan Tornoe, an Austin, Texas-based Hispanic marketing consultant, said it's clear to him and should be to anyone that Beaner's name is about coffee, not contempt. But the name change could be a smart move for a company with national aspirations: By 2050, nearly a quarter of the U.S. population will be of Hispanic heritage.

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