Port City Java Opens New Unit in Wilmington; Rolls Out Fairganic™

WILMINGTON, N.C.-- (BUSINESS WIRE) -- March 03, 2005 -- Port City Java COO Don Reynolds states " we are pleased to continue to develop the Port City Java Brand and build the " Market Development Model " in Wilmington ". The company continues to utilize sites that offer Drive Thru service, as the company has identified the importance of this convenience. The new café is located in a &334; bedroom " community, and the residents can stop at the caf&3233; on their way out each morning. The café is situated on US Hwy 17 between Wilmington, NC and the tourist destination of Myrtle Beach, SC. The company feels the multiple revenue streams consisting of residents, commuters; recreational visitors and highway traffic combine to produce a strong economic model for a café. The company currently has four additional units under development in Wilmington.

Fairganic™

Port City Java is rolling out its Fairganic™ program to all of its Franchise cafés. The program, consisting of USDA Certified Organic Coffees and Fair Trade Coffees, was developed in 2004. The program utilizes distinct packaging, cups, POS material, and marketing for the products. In addition the company has extensively trained its staff in regards to the new products. The company rolled the program out to its Wilmington based cafés in the 4th quarter of 2004 as a test, which allowed time for refinements. Reynolds states " we have poured significant resources into our Fairganic™ Program and it is a cumulative effort over the past 12 months ". The company is positioning itself to be the major retail supplier of Fair Trade and Organic Coffees.

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About the Port City Java® Brand

Port City Java® is located in Wilmington, NC. The Company opened its first café in March 1995, in Wilmington, NC. The Company began Roasting in October 1995 and Franchising in September 2003. Port City Java® has created a specific identity by creating an " all day approach " to sales, through its café environment. For additional information regarding Port City Java®, please email us.