MISSOULA, MT - The Colombian Cup of Excellence auction, held April 23, 2009,
set a record despite the difficult economic environment when US-based Target
bidding through Coffee Bean International of Portland bought the first place
winner for $21.00/lb. The previous record set in 2007 was $19.20/lb.  The
winner, from the El Porvenir farm received an overall cupping score of 91.68
during the international cupping competition held in March. Target and
Coffee Bean International also bought the second place coffee from the
Bellavita farm for $13.10/lb.  Target plans to roll out these special
edition coffees in late summer under their high quality Archer Farms Brand.
Timothy Mantel, Vice President and General Merchandise Manager for Target
explains that, ³Target customers appreciate fine coffee.  Target has taken
an interest [in Cup of Excellence] as a means to reward farmers for growing
outstanding coffees, to acknowledge those that use sustainable farming
practices, and to offer our philanthropic support for work in the coffee
growing areas."

Bidding became especially heated during the last half hour, as roasting
companies and importers around the world competed for the top placed
coffees. While winning Colombian coffees are destined for points around the
world including the US, UK, the Netherlands, Australia, New Zealand, Spain,
Denmark, and Austria, the majority will be going to Japan, where consumer
demand for Cup of Excellence coffee remains very high.

³We are thrilled for the farmers with the success of the Colombian auction
and feel this will help build momentum for all 2009 Cup of Excellence
programs,² says Susie Spindler, Executive Director the Alliance for Coffee
Excellence, Inc. ³It is great to know that despite the global economic
climate, coffee drinkers worldwide still appreciate the nuances of exemplary
coffee and feel these coffees are a superior value."

The next Cup of Excellence competition is scheduled for April 26 ­ May 1 in
El Salvador. The winning coffees will be auctioned on June 4.

Since it¹s beginnings in 1999, the Cup of Excellence® program has hosted
programs in Brazil, Nicaragua, Guatemala, El Salvador, Honduras, Costa Rica,
Bolivia, Rwanda and Colombia. The Cup of Excellence program is managed by
the non-profit Alliance for Coffee Excellence, Inc, The state of the art Cup
of Excellence auction has been managed in partnership with CommoditiesOne, a
leading software development firm since 2002. For more information about the
Cup of Excellence program log on to www.cupofexcellence.org