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Java Espress Roaster has been awarded the 2011 Roaster of the Year!

For further information, contact: Lon LaFlamme, (253) 678-2011 or Lon@thebrandcoaches.com

Java Espress receives the 2008 Hottest Brand in North America Award
Idaho Falls, ID – November 17, 2008 – Java Espress, located in Idaho Falls, ID and Twin
Falls, ID will be receiving the coveted 2008 Hottest Brand in North America Award in the
specialty coffee category from The Brand Coaches, international brand marketing consultants.
Java Espress, owned by Shane Murphy is receiving the award on Thursday, November 20, 2008
in the “best under 10 location” category.

The list of 2007 Hottest Brand in North America Award recipients include: Shane
Murphy, Java Espress, Idaho Falls, Idaho (category: 10 Locations or Less); Kami Rahmati,
Waves Coffee Company, Vancouver, Canada (category: Over 10 Locations); and Tracy
Jackson, The Publick Cup, (category: Single Location).

“To receive the award,” said Brand Coach co-founder Lon LaFlamme, “Java Espress
displays a carefully designed, holistic job of seamlessly and consistently embracing multisensory
branding. We developed an extensive list of criteria relative to making the award
selections.” After a careful analysis of the best brands in 2008 among 1,500 retail specialty
businesses, the second annual award recipients were selected.

A primary contest criterion is to imagine removing all logos from the retail store. With
the logos removed, would people know who you are without it? Java Espress has uniquely
characterized the exterior of its buildings to appeal to its Idaho patrons as well as serious “cause
coffee” drinkers committed to doing seeing the world’s coffee farmer’s realize a fair profit for
their labor. All of Java Espress’s coffees are from specific estates and co-ops from around the
globe. The retailer’s roaster directly partners with growers sharing the common goal of
stewardship of the land as well as humanitarian responsibilities.

LaFlamme said the specialty coffee drive thru retailer’s unique four window duel
branding as Java Espress and Juice Jungle provides customers two destination brands in one
building. Modeled after the duel brand concept in fast food, the two brands capitalize on hot and
cold weather as well as extended peak sales hours.

Java Espress first opened in Idaho Falls in 1993. Murphy opened as Java Espress to rave
local reviews in early 1993.

The Brand Coaches was founded in 2005 by marketing guru Lon LaFlamme and retailer
entrepreneur David J. Morris. Tea & Coffee Trade Journal recognizes them as THE specialty
coffee branding authority internationally, where they write the specialty coffee industry’s only
dedicated branding column. The Brand Coaches are also authors of an award-winning branding
book and CD, “Brewing a Hot Brand” (available: www.thebrandcoaches.com). Their clients
range from BP Petroleum, the second largest corporation in the world, to large specialty coffee
chains and independents.

For further information, visit www.thebrandcoaches.com or contact Lon LaFlamme at
(253) 678-2011 or Lon@thebrandcoaches.com.