Port City Java Opens First of Four Cafés in New Market; Fairganic™ Connecting with College Market

WILMINGTON, N.C.-- (BUSINESS WIRE) -- June 28, 2005 -- Port City Java announces that a new Port City Java café has opened in Greenville, NC. The unit is the first of four planned cafés for the Greenville, NC market. A second café is planned to open in late August 2005, as East Carolina University welcomes students for the Fall Semester. Port City Java COO Don Reynolds states " Greenville, NC is a market we are very excited to enter, as the Port City Java Brand has strong recognition in the market, due to its close proximity to Greenville. " The students and residents of Greenville visit Wilmington, Port City Java's home market to enjoy its retail and beaches. The Company will evaluate the market after the second opening in August and determine the size of the market and number of units needed to fully optimize the Brand and penetrate the market.

Fairganic™; Connecting with College Market

Port City Java's Fairganic™ Program, utilizing USDA Organic and Fair Trade Coffees, has resonated with its customer base and continues to define The Brand and separate it from all of its competitors. The company has experienced an exceptional strong acceptance of the program in nontraditional settings, such as University and medical markets. The company has recognized that consumers desire Healthy Products, produced in a Socially Responsible Manner, and the company's consumer base recognizes that Port City Java has fully embraced these practices and has become ingrained in The Brand's Culture. The Company feels Fairganic™ creates a strong bond between its consumer and The Brand.

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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.