Second Cup Income Fund

Second Cup Income Fund

September 13, 2010 10:00 ET

Second Cup Introduces Innovative "Coffee Expert" Role

Coffee Guru Patrick Russell Promoted to Newly Created Position

TORONTO, ONTARIO--(Marketwire - Sept. 13, 2010) - In support of providing superior expertise as Canada's premium coffee retailer, Second Cup® is proud to introduce the in-house "Coffee Expert". The new position is a specialized role within the organization, and Second Cup veteran Patrick Russell will be promoted to assume the responsibility. The creation of this role signifies Second Cup's dedication to coffee integrity as its highest guiding principle; Russell will be instrumental in upholding this standard.

"Patrick has overseen quality assurance at Second Cup since 2007. As a 14 year veteran of the company, he has extensive knowledge and a deep passion for coffee. The creation of this role and his promotion signifies our organizational commitment to coffee integrity and investment in providing superior quality products," states Stacey Mowbray, President & CEO at Second Cup Ltd.

Russell is the official coffee tester, working alongside the Second Cup roaster to taste coffees 112 times before they are released to guests. Russell's responsibilities will include bean sourcing, quality assurance, and portfolio development. The purpose of this role is to uphold product quality and the knowledge base of each Second Cup associate, who will be trained and certified as a Trusted Coffee Expert™. The Trusted Coffee Expert™ mission is to demonstrate a deep understanding of coffee, our products, and our guests, and to deliver our products perfectly and passionately through superior technical skills and individualized attention to every guest.

To find a Second Cup location near you or for more information, please visit www.secondcup.com.

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 www.secondcup.com.

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