- Strengthened e-commerce capabilities: CoffeeAM’s long-established online retail platform enhances Luna’s direct-to-consumer reach, complementing its existing grocery and wholesale channels.
- Enhanced product quality & consistency: CoffeeAM products will now be roasted at Luna’s state-of-the-art, high-altitude Denver facility, improving roast profiles and freshness while accelerating delivery speed to many regions.
- Expanded brand portfolio: CoffeeAM joins Luna’s multi-brand family, which includes Boyer’s Coffee, Boca Java, and Boulder Organic Coffee, reinforcing its position as a diversified leader in specialty coffee.
Overview
In June 2025, Luna Gourmet Coffee & Tea Company, Colorado’s largest family-owned coffee roaster, acquired CoffeeAM, one of the first specialty coffee roasters to launch online in the U.S.
The Catapult team served as CoffeeAM’s strategic and financial advisor, supporting the development and execution of CoffeeAM’s M&A strategy.
Significance
Catapult’s role
- Catapult created a structured process that resulted in a substantial number of competing bids, resulting in upward valuation pressure.
- Catapult managed the full due diligence process, including presenting financials in a clear, investor-ready format that highlighted the true performance of the business.
“Selling a family business after nearly three decades was both an exciting and emotional journey for us. From the very beginning, the Catapult team demonstrated a deep understanding of our business and our priorities, guiding us through every stage of the process with professionalism and care. Ron and Connor surfaced a wide range of potential buyers and enabled us to identify the right partner who shared our vision for the future potential of the business. Their steady guidance and relentless dedication, especially when complex issues arose, allowed us to move forward with confidence at every step. We are deeply grateful for their support.”
