Port City Java Opens First Unit in Michigan; Fairganic™ Program

WILMINGTON, N.C.-- (BUSINESS WIRE) -- November 02, 2005 -- Port City Java announces the opening of its newest café located in at 6931 Orchard Lake Road, West Bloomfield, MI. The café opens daily at 6am and remains open M-S till 10pm and Sunday till 9pm. Port City Java is very excited to enter the MI market and feels this is an excellent alpha store to anchor the market. The company is currently reviewing additional sites to penetrate and develop the market. COO Don Reynolds states " the company has dedicated itself to fully developing markets it enters, as significant market penetration is required for The Brand to fully develop and flourish. " The company has recognized this significant characteristic in its model, which is different than the conventional foodservice business model, where cannibalization can quickly be a deterrent to Market Development.

Fairganic™

Port City Java continues to move develop its Fairganic™ Program, and the goal of eventually offering 100% Organic Fair Trade Coffees and Teas. The company has identified the Organic and Fair Trade segment as a niche it wishes to dominant in the Coffee Retail Segment. Given the complexity of offering Organic Fair Trade Products on a large scale, with superior taste profiles, Port City Java believes it can create a business model that will be difficult to replicate. In addition, the company feels it has already made significant strides in securing this model, thus it believes it has the velocity necessary to capture a significant portion of the segment.

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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.