February 2006: Press Release

Caffe Sanora Poised for Major Growth as Antioxidants Make Headlines

Antioxidant product sales anticipate double-digit growth in coming year, according to AC Nielsen 2006 prediction for key health trends

Austin, TX - (February 2006) - Consumers are lining up at the cash register to buy products that make them feel better, look younger and live higher quality, longer lives. Despite the mind-boggling amount of information and products promising the fountain of youth, there are a few trends that stand out. AC Nielsen, which tracks consumer behavior, recently issued its "Year in Preview," which tellingly cites a boom in antioxidant product sales as one of the top five trends in 2006.

With Americans becoming increasingly savvy about the benefits of antioxidants, sales of antioxidant-containing foods are expected to see double-digit growth in 2006. In fact, even "health neglectors" -- those who care little for their health and seek convenience foods -- are very keen on antioxidants. According to the report, antioxidants are "set to hit the mainstream in a big way" with "health neglectors" purchasing 52 percent more antioxidant products yearly.

This being said, people draw the line at what they are willing to concede for good health, and changing coffee drinking habits is not at the top of the list for most die-hard java lovers. In fact, statistics reveal that the number of coffee drinkers in this country continues to increase, with more than 52 percent of Americans drinking coffee daily (according to the National Coffee Association). This, coupled with a boom in demand for antioxidants, is perfectly married in Caffe Sanora. Derived from the Italian word for health, "sano," Caffe Sanora is a smooth, rich and robust organic gourmet coffee loaded with naturally-occurring antioxidants. In fact, according to Dr. Joe Vinson, PhD Chemist at Scranton University and an expert in the field of antioxidant research, Caffe Sanora packs more powerful antioxidants in a cup than green tea.

"The good news for coffee lovers is that coffee can actually be healthy," said Loretta Zapp, CEO of Caffe Sanora. "Consumers who are taking interest in their health can now enjoy their morning cup of coffee knowing they are doing something good for their bodies. Caffe Sanora is 100 percent organic, contains more antioxidants than most green teas and has a rich, full-bodied flavor."

Numerous studies have shown that antioxidants help fight free radicals and the damage they cause. Many experts believe a diet rich in antioxidants is a preventative approach to better health and subsequently a longer life.

Unroasted (green) coffee beans are a rich source of beneficial antioxidants called polyphenols. Unfortunately, to make coffee, green beans must be roasted at high temperatures, which destroy most of the antioxidants. Utilizing the exclusive HealthyRoast Process™, a patented roasting method, Caffe Sanora retains these natural antioxidants throughout the roasting process, delivering a healthier cup of coffee. According to Dr. Vinson, green coffee beans have one of the highest antioxidant concentrations of any plant. "Roasting the green beans destroys many antioxidants, so a roasting process that preserves these antioxidants creates a coffee that is better for you."

Caffe Sanora sprang from research dedicated to cancer prevention. In accordance with Caffe Sanora's commitment to fostering good health for coffee drinkers, a portion of proceeds furthers independent research at not-for-profit study centers nationally.

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