RAINFOREST ALLIANCE PARTNERS WITH ROYAL CUP, INC.

RAINFOREST ALLIANCE PARTNERS WITH ROYAL CUP, INC.
TO INTRODUCE CERTIFIED SUSTAINABLE COFFEES
TO FOODSERVICE, OFFICE AND SPECIALTY MARKETS

New York, NY - Leading coffee roaster and distributor Royal Cup, Inc. has partnered with the non-profit group Rainforest Alliance to offer high quality certified sustainable coffee grown and harvested using methods that conserve rainforest, protect wildlife and sustain farming communities. Through this new partnership, Royal Cup has introduced sustainable coffees to its Villa Rey line, which caters to foodservice, office and specialty markets.

On Rainforest Alliance-certified farms, workers are treated fairly, soil and water quality are not compromised, waste is managed efficiently, chemical use is dramatically reduced and relations with surrounding communities are strong. Coffee carrying the Rainforest Alliance seal of approval is grown and harvested according to a comprehensive set of guidelines that protect the environment as well as the rights of workers and local communities.

Tradition holds that the owners of the finest coffee estates in the world produced for themselves and their celebrated guests the most unique and evocative blends. These unique coffees, once reserved for the "King of the Estate" and his courtiers, comprise the Villa Rey line. Derived from the lush mountain regions of South and Central America, Indonesia, and East Africa, Royal Cup's opulent blends are meant to convey, as the master's courtesy to his guests, a sense of privileged hospitality.

Rainforest Alliance-certified sustainably and ethically sourced beans help reinforce this tradition, since sustainable techniques produce a premium coffee whose high quality stays consistent regardless of price vicissitudes of the coffee market -- a selling point for both buyers and consumers. Rainforest Alliance then completes the connection between producers and consumers by performing a marketing function unusual for a non-profit organization: it matches quality beans from farms it certifies to quality outlets in North America, Europe and Asia

"We are fortunate to have the opportunity of purchasing certified sustainable coffees that meet Rainforest Alliance's rigorous set of environmental and social guidelines," said Carol Lindsey, Royal Cup's Coffee Buyer. "The addition of the Rainforest Alliance Certified Coffee to our Villa Rey coffees gives all of our customers the opportunity to protect ecosystems and the people and wildlife that live within them."

About The Rainforest Alliance

Since its inception 16 years ago, the Rainforest Alliance has pioneered the certification of sustainably managed forests, a movement that has protected more than 72 million acres of forest worldwide. Building upon this success, the organization has created programs in sustainable agriculture and tourism, which are now setting global standards for these industries. The Rainforest Alliance's work enables businesses and local communities to protect the natural resources on which they depend, while providing consumers with environmentally and socially friendly choices in food, wood products and tourism.

"Consumers are looking for socially responsible products, and visionary market leaders like Royal Cup are choosing ethically sourced beans," stated Sabrina Vigilante, the Rainforest Alliance's marketing coordinator. "It's now easier than ever for consumers to make a difference and support sustainable farming practices through everyday purchasing decisions."

About Royal Cup

Founded in 1896, Royal Cup Inc., of Birmingham, Alabama, a roaster and distributor of premium coffees, has become one of the leading food service roasters with more than 500 employees. Over the past 100 years, Royal Cup has grown from its small, hometown roots to become a major importer, roaster and distributor of premium coffees and teas. Serving customers in the food service, office and specialty coffee markets, Royal Cup now reaches markets throughout the United States, Mexico and the Caribbean.

Royal Cup continues as a privately held, family company, a tradition which helps offer dedicated service with a unique personal touch to each and every one of their customers. Their long-standing reputation as a quality roaster and distributor, coupled with the latest innovations in roasting and packaging technology, are why Royal Cup continues to be the leading provider of exceptional coffees. In addition to premium coffees, Royal Cup offers a variety of coffees and teas, as well as a complete equipment and service program.

For more information on Royal Cup's Villa Rey and Rainforest Alliance-certified coffees and conservation programs log onto
www.royalcupcoffee.com or call 1-800-366-5836.