Second Cup Income Fund

Second Cup Income Fund

September 20, 2010 13:49 ET

Second Cup Celebrates 35 Years of Canadian Success With Newly Certified Coffees

TORONTO, ONTARIO--(Marketwire - Sept. 20, 2010) - Proudly Canadian since 1975, premium coffee retailer Second Cup® is pleased to celebrate their 35th birthday on September 30th, 2010. Dedicated to coffee integrity, Second Cup is proud to announce the recent certification of two Second Cup coffees by The Rainforest Alliance (RA); Fazenda Vista Alegre and La Minita Tarrazu. In celebration of 35 years of business, Second Cup is excited to introduce limited edition BLEND 35 with RA certification (available in café September 30th, 2010). Second Cup is honoured to partner with socially conscious coffee farmers and mills to ensure that the land and the people who grow coffee are cared for.

States Kimberly Clark, Vice-President of Marketing, Second Cup Ltd. "We are exceptionally proud to celebrate both our 35 years of coffee heritage and our continued commitment to quality and sustainability. As we uphold our long-standing practices and relationships with partners, we now add the Rainforest Alliance certification which allows us to qualify our commitment in a globally-endorsed way that the coffee consumer can appreciate."

All 24 Second Cup coffees are fairly traded; meaning that a premium price is paid to farmers and mills to ensure that they can re-invest in their land and people. The additional RA certifications of the 3 exclusive coffees add a second relevant nuance for consumers to consider.

What is The Rainforest Alliance (RA)?

The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behaviour. Rainforest Alliance Certified farms have reduced environmental footprints, are good neighbours to human and wild communities and are often integral parts of regional conservation initiatives.

Rainforest Alliance Certified means:

1. Less water pollution 
2. Less soil erosion 
3. Less waste 
4. Less water used 
5. Wildlife habitat is protected 
6. More efficient farm management 
7. Improved conditions for farm workers
8. Reduced threats to the environment and human health
9. Improved profitability and competitiveness for farmers
10. More collaboration between farmers and conservationists

Fazenda Vista Alegre is a beautiful Brazilian coffee which captures its intense, smoky, black cherry flavour from the unique "shadow-drying" process. Coffee cherries are left to dry on the tree, allowing additional flavour to permeate the bean before picking. La Minita Tarrazu is arguably the most carefully processed coffee in the world. Grown in Costa Rica, every step of the process is carefully executed, beginning with hand-picking each bean at the peak of ripeness and ends with the hand-inspection and selection of each bean. All the steps ensure the coffee is free from any defects that would detract from its sweetness, brightness, and its clean finish. To find a Second Cup location near you or for more information, please visit

About Second Cup®

Founded in 1975, Second Cup® is Canada's largest specialty coffee franchisor, operating more than 340 cafes across the country. As a proudly Canadian company, Second Cup celebrates its franchisees' local ownership, and prioritizes the support of local businesses through daily deliveries from neighbourhood partners. Committed to coffee integrity all 5,000 associates of Second Cup are Trusted Coffee Experts® who sell 1,000,000 fairly traded coffee and tea beverages every week. For more information, please visit

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