Farmer Brothers distributes its coffee to restaurants, delis, vending operators, and coffee services through a variety of channels to reach essentially the same customers. Farmer Brothers is engaging in the practice commonly referred to as:

dual distribution

Explanation:

When a company uses a dual distribution strategy they are distributing their products through two or more sales channels that may have the same customers.

For example, it is very common now for a company to sell their products through brick and mortar retailers, and at the same time offer them through their website or some other website (e. g. amazon, ebay, etc.).