• The Record (N.J.), Friday, May 22, 2009 10:15 AM

The 150-year-old Eight O'Clock Coffee is positioning itself as "cool, hip and now," writes Kevin Demarrais, as the former A&P house brand signs up to follow 1,874 people on Twitter -- including gourmet chefs, wine lovers and other prospects.

On the flip side, 1,463 people are already following Eight O'Clock, which plans to alert them to "some special promotion or sale that is brewing," according to Demarrais.

Somewhat skeptically, the reporter notes that "coffee's never been the center of my social network," but he adds, "If it tastes good and wakes me in the morning, Eight O'Clock can follow me wherever it wants."

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