SOURCE: Javalution Coffee Company

Javalution Coffee Company

May 09, 2011 08:00 ET

Javalution Coffee Company (JCOF.PK) and Richmont Holdings Amend Alliance Agreement, Richmont Takes Equity Position

MIAMI, FL--(Marketwire - May 9, 2011) - Javalution Coffee Company (PINKSHEETS: JCOF) announced today that the Alliance Agreement with Richmont Holdings, a privately-held investment and holding company, has been amended whereby the financial remuneration that was to be provided to Richmont Holdings has been converted to an equity position in Javalution.

On July, 15, 2010, Richmont and Javalution entered into an Alliance Agreement, under which they began working together to develop a sales and marketing strategy for the coming years. "We have been very pleased at the progress made so far and we're ready for the next step," said John Rochon, chairman of Richmont. "This sends a loud and clear message that we believe Javalution has a very bright future," added Mr. Rochon.

The amended Alliance Agreement also calls for the formation of an Investment Committee, chaired by Mr. Rochon, to review and analyze acquisition and investment opportunities. Dave Briskie, CEO of Javalution, who is also on the Investment Committee, stated, "Having John Rochon, with his successful track record and influential relationships chairing our investment committee provides Javalution with a resource that is on par with many Fortune 1000 companies." Briskie continued, "We appreciate the confidence John Rochon and his Richmont Holdings Team has shown in Javalution by taking an equity position in our company. The new financial arrangement further enhances our bottom line and drive to profitability."

Mr. Rochon said the action underscores Richmont's confidence in the long term growth of Javalution and its prospects for becoming an increasingly important player in the coffee category.

"This is a category of massive proportions. Coffee is the world's second most popular beverage, after water. This is a unique opportunity for us to participate in an almost limitless growth strategy," said Mr. Rochon.

"We are delighted that our relationship with Richmont has now moved to a new level," said Scott Pumper, Founder and President of Javalution. "Combining our expertise in the coffee industry with the strategic business and financial experience of John Rochon and his team gives us a great launching pad to broaden Javalution's horizon. This is an important step in our growth."

About Javalution Coffee Company
Javalution Coffee Company is a fully vertical coffee roasting and distribution company, owner of the Direct Marketing Brand JavaFit, and the retail brand, Café La Rica, as well as the category creator of functional gourmet coffee. For more information please visit the company's website at www.javalution.com.

About Richmont
Richmont is a 20-year old holding company based in Dallas, TX. Its founder, John Rochon, is an investor who has been engaged in acquiring, managing and growing companies over a 35-year career in such industries as consumer products, international trading, banking, marketing, publishing and manufacturing. Some of Richmont's major investments have included Avon, Maybelline, Armor Holdings, Royal Appliance/Dirt Devil, Black and Decker, RealPage Inc., the Dial Corp and Harvey's Casinos. Mr. Rochon served for more than a decade as chairman and CEO of a global, Fortune 500 premium brands company. Prior to that, he held various positions of international scope related to consumer goods, the fashion industry and the chemical industry, providing services to the food and beverage, healthcare and hospitality markets. (www.richmontholdings.com)

"Safe Harbor" Statement
Under The Private Securities Litigation Reform Act of 1995: The statements in the press release that relate to the company's expectations with regard to the future impact on the company's results from new products in development are forward-looking statements, within the meaning of the Private Securities Litigation Reform Act of 1995. Certain oral statements made by management from time to time and certain statements contained in press releases and periodic reports issued by Javalution Coffee Company. (the "Company"), as well as those contained herein, that are not historical facts are "forward-looking statements" within the meaning of Section 21E of the Securities and Exchange Act of 1934 and, because such statements involve risks and uncertainties, actual results may differ materially from those expressed or implied by such forward-looking statements.

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