Sam's Club Awards "Everyday Item" Status to Newhall Coffee -- Growth in Wholesale is Catalyst for a Competitive Offensive

    SANTA CLARITA, CA, September 10, 2009 /24-7PressRelease/ -- Newhall Coffee Roasting Company (NCRC) announces the successful receipt and fulfillment of several major purchase orders from Sam's Clubs, as well as a change in status to "Everyday Item" at numerous Sam's Clubs locations throughout Southern California. This new standing establishes Newhall Coffee as a strong and noteworthy competitor against larger brands such as Starbucks (NASDAQ:SBUX), Peet's Coffee and Tea (NASDAQ:PEET), Folgers (NYSE:SJM) and Maxwell House (NYSE:KFT). Having established the company regionally, Newhall Coffee's founder and CEO, Mitch McMullen, has steadily grown the brand in the wholesale category. Being added as an everyday item into Sam's Clubs is a clear indicator of the company's further growth potential.

The official coffee of the City of Santa Clarita, Newhall Coffee has been featured in national wholesalers and retailers alongside major competitors for several years. As an emerging growth company, Newhall Coffee has provided a higher quality product, while differentiating their brand based on community and philanthropic endeavors. These community causes include major contributions to battle Leukemia and the company's support of troops overseas. For every two pound bag of "Patriot Blend" purchased, one pot of Newhall Coffee is shipped to United States active duty soldiers serving in Iraq and Afghanistan. To date, sales of the Patriot Blend have enabled Newhall Coffee to send over 4,000,000 cups of "American Made Morale" to servicemen and women. Sam's Club, in addition to local Wal Mart stores and major retailers like Super Value and Krogers, continue to order and sell the Patriot Blend, as well as the new California Organic Blend.

"We have enjoyed significant growth in our wholesale channel sales, thanks to our presence in major retailers like Sam's Club, Costco, and other key grocery stores," says Mitch McMullen, founder and CEO. "We are currently enjoying over twenty-five percent growth in Costco and exponential growth in Sam's Club. This doesn't account for the demand we are seeing from smaller retailers, coffee houses and other local businesses," McMullen continues. "Given this growth, it's now time to take the company to the next level."

While the 2007-08 recession had a significant impact on Newhall Coffee, 2009 has brought the company a unique opportunity to spur growth, and McMullen is not standing idly by. "The first thing I realized is that we need to begin the process of fundamentally restructuring the company financially to enable growth," McMullen acknowledges. "The first step was improving matters by bringing on Calvin Hedman, of Hedman Partners, and a Chief Growth Officer, to prepare and help lead us to the next level." With the addition of a strong finance team, along with the current growing demand for Newhall Coffee, the company is positioned for unparalleled growth, and is already seeing positive results.

"With the hard work of our management team and support staff, along with our partners and stakeholders, Newhall Coffee is executing a full court press against our major competitors. We are driven by profitable sales and a well managed balance sheet. David is going to beat Goliath, for the benefit of NCRC's stakeholders, customers and American small business," McMullen concluded.

About Newhall Coffee Roasting Company

Headquartered in Santa Clarita, California, Newhall Coffee Roasting Company was initially founded as Mitch's Java and Jazz in 1994 by Mitch McMullen, and reformed in 1998 to supply his coffee houses with a better product than he was getting from his suppliers. Within months he realized there was a growing local demand for better coffee and expanded to meet this need. Today, Newhall Coffee is considered to be one of the premiere coffees on the West Coast. Each of the 85 varieties the company offers is micro-roasted to preserve and control the quality that only can be achieved by roasting in small batches. For more information please visit www.newhallcoffee.com; www.facebook.com/newhallcoffee; www.twitter.com/newhallcoffee.

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