Agreement with Gelson’s Puts Newhall Coffee in 20 Locations

LOS ANGELES—(September, 2002)—Newhall Coffee Roasting Company, Southern California’s original micro-roaster of premium gourmet coffees, today announced a distribution agreement with Gelson’s that makes its gourmet coffees available in 20 Gelson’s and Mayfair Markets in Southern California. Gelson’s is a premium grocery chain that specializes in gourmet items, cleanliness, and exceptional customer service, including valet parking at some locations.

Newhall Coffee was selected over 20 regional and national gourmet coffee brands because of its local following and micro-roasted process. Newhall Coffee products are currently available in over 200 regional stores: Costco, Pavilions, Smart & Final; and over 300 Bi-Lo super-markets on the east coast. “Gelson’s is widely considered the most high-end grocery store chain in California”, said Mitch McMullen, CEO, Newhall Coffee Roasting Co. “Our presence on their shelves is an honor, and reinforces Gelson’s commitment to quality.”

Kyle McMullen, brother and President of the 6-year-old firm says, “With Newhall Coffee, Gelson’s customers will be able to enjoy a gourmet coffee of unparalleled freshness. Thanks to our highest-grade, Class 1 AA Arabica beans, our commitment to small batch micro-roasting, and our ability to deliver our coffees within days of being roasted, Newhall Coffee has never lost a taste test. Starting this month, Gelson’s customers will find out why.”

Beginning in mid-September, 2002, Gelson’s customers will be able to purchase several Newhall Coffee products, including 12-ounce bags of Newhall Coffee’s signature Newhall Blend, 12-ounce bags of its popular French Roast, 12-ounce bags of Vanilla Nut and 12-ounce bags of their popular Decaf Colombian Supremo. Both Whole bean and pre-ground products will be available.

A percentage of per-bag sales of Newhall Coffee sold through Gelson’s will be donated to the Corey McMullen Leukemia Fund. The fund was established by Newhall Coffee’s founders, brothers Mitch and Kyle McMullen, in honor and memory of their older brother Corey who died several years ago from Leukemia. Newhall Coffee has pledged to raise $1 million for The Leukemia and Lymphoma Society of America.

About Gelson’s
Gelson's was founded in 1951 by brothers Bernard and Eugene Gelson as an extraordinary grocery shopping experience for discerning consumers. Gelson's Markets is recognized as one of the nation's premier supermarket chains. Each location is singularly known as the area's best market for superior produce, highest quality meat, seafood and deli, an unmatched selection of wine and liquor, and exceptional service. Mission: To make shopping anywhere else unacceptable for consumers who value quality products, cleanliness, convenience, and personal service. The chain consists of sixteen Gelson's locations in: Calabasas, Century City, Dana Point, Encino, Irvine, Marina del Rey, Newport Beach, North Hollywood, Northridge, Pacific Palisades, Pasadena, Santa Barbara, Sherman Oaks, Tarzana, West Hollywood, and Westlake Village, as well as two Mayfair Market locations in Silverlake, and Hollywood. Visit online @ www.gelsons.com

About Newhall Coffee Roasting Company
Brothers Kyle and Mitch McMullen launched Newhall Coffee in 1995 as a means of supplying high-quality coffee beans for their Java ‘n Jazz coffeehouses in Valencia, California. Very quickly, regional demand for their fresh, micro-roasted coffee propelled the company’s dramatic growth. Following its launch, Newhall Coffee was roasting about 1,000 pounds of coffee per month. Today that figure exceeds 50,000 pounds of coffee—enough to brew two-million cups per month, with demand expanding daily. The popularity of the over 100 Newhall Coffee blends and flavored coffees is evident in Newhall’s corporate client list, which includes some of the biggest names in entertainment, such as DreamWorks SKG Studios, Warner Brothers, and Princess Cruises. Newhall Coffee Roasting Company coffees can be purchased at Gelson’s, Smart & Final, Pavilion’s, Ralph’s, and Costco Wholesale stores. It can also be ordered online at www.newhallcoffee.com or through the Costco Web site at www.costco.com