SOURCE: Newhall Coffee Roasting Company

Newhall Coffee Roasting Company

February 25, 2010 20:09 ET

Newhall Coffee Roasting Company to Be Sold in Whole Foods

Launches Coffee for a Cause to Feature Local Charities in High-End Retailer

SANTA CLARITA, CA--(Marketwire - February 25, 2010) - Newhall Coffee and Roasting Company announced that it will start being sold within eight Whole Foods Markets within the north Los Angeles County region. In addition, the company announced the launch of its new Coffee for a Cause division, which will enable local charities to offer a custom-branded coffee blend, roasted by Newhall, as a perpetual fundraiser. Select Coffee for a Cause Blends will be featured within Whole Foods, starting with the Michael Hoefflin Foundation's Hope Blend in the Valencia store.

These announcements coincide with major gains in Newhall's "Big Box" market including Costco and Sam's Club, further positioning it as an able competitor to larger brands such as Starbucks, Peet's Coffee and Tea, Folgers, Green Mountain Coffee Roasters, and Diedrich Coffee.

"We are making great strides in our 'big box' market share growth, and are developing several new divisions within Newhall Coffee to further it..." notes Mitch McMullen, Founder and CEO. "In this case two things came together for us simultaneously that we see significant value in. Namely, the creation for our Coffee for a Cause division and placement into Whole Foods, where we combined the two to provide a win-win-win for Whole Foods, for local charities, and for Newhall Coffee."

"Newhall Coffee and Founder Mitch McMullen have been wonderful supporters of the Foundation for many years. We are thrilled and honored to be chosen as the charity to launch Coffee for a Cause," Jeffrey Shapiro, Executive Director, Michael Hoefflin Foundation for Children's Cancer.

"I am very enthusiastic about these new developments, and look forward to utilizing our efforts here within the North Los Angeles region to develop a national program that can link local charities with retailers to generate funds..." added Alan Lewis, Newhall's Chief Growth Officer (CGO). "Newhall is founded on providing a differentiated product, and the Coffee for a Cause program is a natural progression in our growth. The coffee market is huge, and we are going to leverage it to solve growth challenges for American charitable organizations and small business. We are proud to be partnering with Whole Foods on this."

McMullen concluded by stating, "Another notable point here, is that I've placed Alan in charge of the Coffee for a Cause division, knowing he is very well suited to manage it. Alan is a recognized community non-profit leader who is a graduate of the Leadership SCV program, founding President of the San Fernando Valley Jaycees, and currently sits on the boards of the Valley Economic Alliance and Mid Valley Family YMCA. This is a unique opportunity incorporating the right people, the right entities, and the right product, and I am confident we'll be successful."

Contact Information

    Alan Lewis
    Chief Growth Officer
    (661) 295-1170
    Email Contact