Branded Legacy Inc (BLEG)

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Straight from the Annual Report:

Here are the five coffee industry trends that will dominate 2017:
1. New Generation, New Measure of Value
As of last spring, Millennials have unseated Baby Boomers as the largest living generation, according to U.S. Census data. This younger generation is more social and mobile than any other to date. As a result, coffee consumption has moved from the privacy of consumers’ homes to more public venues, and is then compounded by social media.
With that in mind, millennials have come to value different aspects of their coffee than their parents. Since many older generations drank their coffee in the comfort of their own homes, they focused on the price of the coffee they were drinking. Millennials, on the other hand, are more focused on experience rather than price.
Here’s how to capitalize on this trend:
Invest in eye-catching packaging and labels people will want to share photos of. Showcase your brand’s commitment to sustainability.
Experiment with new packaging and delivery systems.

In many grocery stores, people buy the cheaper house brand. I don't expect that would be the same in stores such as Whole Foods.