SOURCE: Santa Fe Holding Company, Inc.

September 20, 2007 09:30 ET

Santa Fe Holding Co. Announced Today That It Has Signed a 5-Year Deal to Be the Title Sponsor of the "Ronnie Smith Outdoor Adventure" Show

BRENTWOOD, TN--(Marketwire - September 20, 2007) - Santa Fe Holding Co. (PINKSHEETS: SFHD) -- Santa Fe Cattle Co. announced today that it has signed a 5-year deal to be the title sponsor of the "Ronnie Smith Outdoor Adventure" show. The Ronnie Smith show can be seen 3 times weekly on CSS cable network and 24/7 on www.MyOutdoorTV.com. The show is seen by more than 6.5 million viewers weekly and will begin airing in January on two other major networks for a total of 20 million homes.

Santa Fe Cattle Co. Chairman Danny York said, "Ronnie's show is one of the most entertaining hunting and fishing shows on any network. His down home humor and realistic hunting adventures make his viewing audience one of the most loyal." York also added, "Santa Fe's customers are the same viewers that watch Ronnie's show. Our target audience has the same makeup as Ronnie's viewers." Charter and Comcast cable wrote that the "Ronnie Smith Outdoor Adventure" TV show is the fastest growing outdoor show in the South East.

The show will also incorporate some hunting trips won by various Santa Fe Cattle Co. customers drawn at random. "This should add an element of excitement not seen on other outdoor shows where you typically see nothing but athletes or prominent people hunting. These particular shows will have the everyday guy or gal hunting with one of the premier hunting authorities in the country," York added.

Mr. Ronnie Smith had this to say: "I have found while traveling the U.S. hunting and fishing that most red-blooded Americans enjoy hunting or fishing and a good piece of meat. The culture that my viewers are from grows a desire for good meals along with fellowship. Santa Fe offers an environment and a meal that makes good on my promise to my viewers."

"The decorative manner in which Santa Fe is presented to its customers grabs my people and sits them down as well as offers a mindset of home or the camp or a secluded getaway. The atmosphere is not built or designed, it is created by the customer," says Mr. Smith. "I have an incredibly loyal following; from the statistics I've heard, it's off the charts. I'm confident by knowing this, I can get people in Santa Fe and I'm confident Santa Fe can keep them there."

"There are certain businesses that will prosper by advertising on my show. A Good Steak/Rib etc.... restaurant is a business that is looking to reach people that I am reaching. I don't know of any better combo," stated Mr. Smith.

Ronnie Smith also does several seminars and many speaking engagements in the South East and in Texas. He travels more than 70,000 miles per year and will do all of this under the Santa Fe banner. The Santa Fe logo will be present at all seminars and hugely displayed on the new truck yearly furnished by Chevrolet.

About The Company

Santa Fe Holding Company is the holding company for one of the nation's fastest growing casual dining "roadhouse" steak restaurant chains with locations in 7 states. Santa Fe Cattle Co., started in 1996, provides customers with a unique blend of perfectly aged USDA Choice steaks and mouth-watering Chuck Wagon favorites developed exclusively for Santa Fe Cattle Co. The menu contains a melting pot of Texas Hill Country influences, from south of the border enchiladas and fajitas to hearty sausage and authentic flavored sauces and dressings that can only be found at a Santa Fe Cattle Co. restaurant. Each store has a "Big Ass Ceiling Fan" encompassing the entire dining room with customers enjoying the casual, nostalgic family oriented atmosphere reminiscent of the old west. The company, located in Brentwood, TN, was established to provide customers with great food, awesome service, in a fun atmosphere, all at a reasonable price.

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