Estate Coffee Holdings Takes Steps in Quest to be Leader in Specialty Coffee Industry

Calgary, Alberta, Canada, March 3, 2010 -- Estate Coffee Holdings Corp. has announced a business strategy to become a leader in the multi-billion-dollar global specialty coffee industry. The Company has plans for growth in various coffee producing countries "by having an active ownership role through acquisitions and joint ventures at all stages from tree to cup."

This vertically-integrated strategy is expected to allow the Company to capture margins from coffee production and purchasing, processing, exporting, roasting, and direct consumer sales. The specialty segment is the most rapidly growing segment of the coffee industry.

The Company currently owns a 20 percent interest in DTS8 Coffee (Shanghai) Co., Ltd., a leading roaster and marketer of specialty coffees. DTS8’s coffees are artisan-roasted in Shanghai and sold in China, Hong Kong, Japan, South Korea, Macau, Indonesia, Thailand, Singapore, Malaysia, Canada, Australia, New Zealand, Papua New Guinea, and the United States.

"Though traditionally tea drinkers, the Chinese are quickly adopting the same thirst for fine Arabica coffee as experienced in Western culture. Many new shops have sprung up in China in recent years, servicing the changing tastes of China’s population of 1.3 billion. It is for this reason that the Company has entered this fast-growing market to capitalize on the limited market saturation when compared to North America and other Western markets," the company explained.

Estate Coffee Holdings’ mission is to become a significant participant in the global coffee industry. The business model and strategy of the company is to take an ownership role in all aspects of bringing coffee to market, thereby capturing margins at each step from; coffee production and purchasing; processing; exporting; roasting; and direct consumer sales.