SOURCE: Javalution Coffee Company

Javalution Coffee Company

May 17, 2011 08:00 ET

Javalution (JCOF.PK) Penetrates South Florida Food Service Market; Initial Volume Commitments Total $500,000 Annually

MIAMI, FL--(Marketwire - May 17, 2011) - Javalution Coffee Company (PINKSHEETS: JCOF) is proud to announce that its strategy to break into the South Florida Food Service Market has begun to show promising results. CLR Roasters, Javalution's wholly owned subsidiary, has begun to make its presence felt in this market by distributing its coffees via three different private label programs that are focused primarily on the high margin, high volume Latino espresso market. Dave Briskie, CEO, stated, "We have been working diligently to penetrate accounts that will provide us a credibility platform and we believe we have accomplished that now that we will be providing coffees to some of South Florida's most prestigious and high traffic restaurants, including Versailles, La Carreta, Casa Juancho, and Las Vegas Cuban Cafes." Briskie continued, "We believe $500,000 in volume is a nice start, however, we have identified this niche market's potential volume at approximately $15 million annually. Our goal is to gain a 10% market share by the end of 2011 and to control a minimum market share of 20% in 2012. We believe that being a locally positioned roaster provides us with a significant competitive advantage." Javalution Coffee Company announced that this market primarily will utilize Whole Bean Espresso and Ground Espresso; however, American Coffee is being shipped to this market as well.

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.

"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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