![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiluW5hGRw4O9G1qD-959EcJ5zPSjv-xPWR87zrX5gCogaoCwNj2hbps9LDVstPwhRDVnKPCprtMRL3A7o8KawQ-0aU7W8D0mfNtrOzBxs5Ugc5m2B0Yt2vXWYg4ZbKgrhn0L_lRw/s400/200px-Beaners_Gourmet_Coffee_logo.jpg)
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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