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Press release from CNW Group

SECOND CUP CANADA CELEBRATES EARTH DAY WITH NEW ACHIEVEMENT

Tuesday, April 19, 2011

SECOND CUP CANADA CELEBRATES EARTH DAY WITH NEW ACHIEVEMENT11:30 EDT Tuesday, April 19, 201180% of Coffee Portfolio now Sustainably CertifiedTORONTO, April 19 /CNW/ - To kick off Earth Day festivities, The Second Cup Ltd. is proud to lead the Canadian speciality coffee retail industry and announce that 80% of their coffee, and 100% of their espresso coffee beans are now certified by third parties such as the Rainforest Alliance™. In fact, in 2011 Second Cup will purchase over 3 million pounds of coffee certified by Rainforest Alliance™ or Fair Trade™.In 2010 Canadian hot coffee servings increased to an estimated 2 billion (source: NPD Group, November, 2010).To meet increasing consumer demand for sustainably produced goods, Second Cup is committed to sourcing their beans from certified farms. Coffee from Rainforest Alliance Certified™ farms makes up an estimated 1.5 percent of global coffee exports, and it is estimated that over 87,583 metric tons of certified coffee were sold in 2009 (source:Rainforest Alliance).States Stacey Mowbray, President & CEO at The Second Cup Ltd.  "Second Cup is proud to take a leadership role in achieving this milestone, defining the manner in which we conduct business with our esteemed farming partners. With each coffee enjoyed, Second Cup guests can take pride in the practice they support."What is Rainforest Alliance Certification™? The Rainforest Alliance™ seal assures consumers that the product they are purchasing has been grown and harvested using environmentally and socially responsible practices. Farms and forestlands that meet the rigorous, third-party standards of the Sustainable Agriculture Network or the Forest Stewardship Council are awarded the seal (source: Rainforest Alliance).To find a Second Cup location near you or for more information, please visit www.secondcup.com.About Second Cup® Founded in 1975, Second Cup® is Canada's largest specialty coffee franchisor, operating more than 350 cafes across the country.  As a proudly Canadian company, Second Cup celebrates its franchisees' local ownership, and prioritizes the support of local businesses through daily deliveries from neighbourhood partners. Committed to caring for every guest, all 4,000 associates of Second Cup are Trusted Coffee Experts® who sell 1,000,000 coffee and tea beverages every week.   For more information, please visit www.secondcup.com.For further information: Jean Vashisht Director, Marketing The Second Cup Ltd. T. 905-362-1818 (ext. 1557)                                 E. jvashisht@secondcup.com