 Noticing the high demand for coffee products, Reily decided to move south to New Orleans to start a business that would roast, grind, package, and distribute canned coffee.In December 1902, he started his coffee business, and the Luzianne brand was born.Although William Reily began selling tea products under the Luzianne name just one year after opening his coffee business, his focus remained squarely on the roasting and distribution of his coffee products.