VALENCIA - Every time Kyle and Mitch McMullen fire up their impressive Probat coffee roaster, they're not just thinking of profits and order numbers.

Though java is the brothers' trade, they have higher goals than brewing up a healthy bottom line. They founded their firm, Newhall Coffee Roasting Co., in memory of their late brother, Corey, claimed by leukemia 15 years ago. And after successfully operating in his honor for the last several years, they've positioned themselves to give back in an even bigger way.

Partnering with smooth jazz radio station, KTWV-FM (94.7), the duo launched a new flagship blend of beans. Sold under the name Smooth Java Blends and sold at local Pavilions markets, a portion of the premium joe's profits goes to the Leukemia and Lymphoma Society. Though the 50 cents per bag would be a nice addition to Newhall's income, the brothers ignored this, pledging to raise $1 million for the charity.

"If Corey were sitting right here, we couldn't look him in the eyes and say: Dude, we're going to cut you short,'' Mitch McMullen said. "We're big enough to do this on a large-scale basis now, and our philosophy is to come strong or not at all.''

Kyle McMullen acknowledges that this might not be the smartest business decision, but points to the greater picture to illustrate the brothers' objective.

"This isn't our money to begin with, so we're going to spread it,'' he said. "This million dollars would be great in our bank account, really great, but that's not what we want.

''The scope of the McMullens' generosity astounds the Leukemia and Lymphoma Society, which hopes to put the funds to use in research projects.

"It's unusual because a smaller company isn't usually focused like this,'' said Barbara Howell, executive director of the society's greater Los Angeles chapter. "But the brothers have such energy and commitment to their brother's memory, it carries things a lot farther than it would at a larger company.''

Both the benefactors and the recipients believe the goal is in sight. "There is going to be a cure,'' Kyle McMullen said firmly. "We're donating a portion to them, sure, but I don't want to do this forever. I think we can beat this.''

This winner-take-all mentality built Newhall Coffee from a small retail operation in its namesake city, serving up microroasted cups in Mitch's Java 'n Jazz, into the focused unit it is today. Though they boast big-ticket clients like Princess Cruises and DreamWorks SKG studios, and have landed Costco, Ralphs and Pavilions accounts, the brothers still see themselves as gutsy underdogs, ones who watch "Hoosiers'' and "Rocky'' for inspiration prior to big sales pitches.

Lifelong Newhall residents, the pair attended Hart High School and College of the Canyons, where the 6-foot 10-inch Mitch McMullen excelled as a basketball player. He later went on to play professionally with a French team, where he acquired his taste for European-style coffee. "I'm just a dumb jock,'' he said, smiling modestly.

Yeah, but dumb jocks don't found companies that gross $2 million a year after only seven years in operation, especially without the benefit of formal training. Though both the McMullens adopt a folksy demeanor, they very clearly know their business, dropping names of obscure Ethiopian and Guatemalan beans known only by coffee cognoscenti and undergoing triple-digit revenue growth each year.

Key to the success, they say, is reliance on top-of-the-line materials. They buy only premium beans, roast them in small batches and make sure to get them to the customer quick and fresh. This is their only hope to survive against the major players, Mitch McMullen said, ones whose advertising budgets dwarf Newhall Coffee's total revenues.

"There's only one way to compete in a market that's as saturated as coffee,'' he said. "I don't have $300 million to throw into advertising - I can just give you something better."