COFFEE ASIT SHOULD BE

COFFEE COMPANY

ROASTERy

WHAT MAKES THE REAL CO. SO SPECIAL?

SHARING THE REAL CO. EXPERIENCE

!e Real Co has one sole mission - to o"er the ultimate co"ee experience. We want to bring that 'just harvested' taste straight from the #eld to the cup, in one seamless, organic motion. Watch the farmer's sacks being carried to the roasting machine, before the co"ee beans are poured into the oven and roasted right in front of you. !e smell, the sound, the taste...it's one temptation you won't mind giving in to.

We know that co"ee is a personal thing. Your co"ee experience is unique to you, and we cater for every $avour, every texture, every aroma, every variety of co"ee nirvana. !e Real Co has perfected a specialist pour-over method of tasting, so you can decide, in-house, which type of co"ee speaks to you. And for the white co"ee lovers, you can rest assured that we use only ice-cold, locally sourced organic milk. Why? Well, non-organic milk contains potentially harmful animal antibiotics, herbicides and pesticides, so that's a big no-no in our book. In addition, we know, with simple but loving certainty, that without 100% organic milk, you just won't get the same, creamy, silky taste when it's warmed.

And what better way to enjoy your rich, roasted Real Co co"ee, than with a cheeky chocolate or pastry on the side?

All our treats are created fresh every day, in-store. Melt-in-the-mouth French butter croissants, 100% cocoa hand-rolled tru%es, they're made and baked right in front of you, just waiting for you to dive right in. We don't want customers to just 'grab and go', we want them to savour every drop, every bite, every ounce of love we put into our products. Customer satisfaction is crucial - this is why we do what we do - so a visit to a Real Co co"ee store should be something worth talking about, every single time.

We don't want to just sell great coffee, we

want customers to really experience it, and we

believe they should be able to do this entirely

at their own convenience. That's why we offer

more than one way to get your hands on The

Real Co's roasts.

COFFEE SHOPSWe want customers to enjoy our co"ee from the moment they walk through the door, and our in-store co"ee shops provide a warm and inviting place where

they can do just that. And with such an impressive selection of beans to choose from, all our customers are welcome to try before they buy - absolutely free. Once you've made your choice, your co"ee is ground and prepared right in front of you by one of our friendly, highly trained baristas. !en all you have to do, is sit back and lose yourself in the ecstasy of great- tasting co"ee, made especially for you.

TAKE HOME COFFEEMost people think that they have to go out for great co"ee. !ey don't realise that they can recreate an equally sensuous co"ee experience in the comfort of their own homes, with no fuss and no hassle. In every Real Co co"ee store, we show customers how easy it is to make their own cup of their favourite brew, by simply purchasing one of our co"ee kits. !e e"ective pour-over method we use to create spectacular cups of co"ee, requires only a simple handheld grinder, a #lter cup and some #lter papers. In no time at all, customers will #nd themselves in co"ee heaven, and the furthest they will ever have to travel, is their own kitchen.

WHOLESALEBut why limit !e Real Co experience to individuals? Wholesale co"ee retailing is a competitive market, but we're con#dent that, once word spreads about how amazing our hand-selected, single origin co"ee really is, the world's going to take notice, and we're ready for that. Each Real Co co"ee store will have a central Hub, geared up to satisfy any wholesale retail requirements. Success relies on quality and reliability, so even though wholesale occupies a smaller portion of !e Real Co global pie, there is doubtless room for expansion as each city's outlets establish and build on their reputation.

So dedicated are we to spreading the 'great

coffee' message, that we even hold regular

seminars in-store, to show coffee-lovers the

secrets to making the perfect roast. Everything

from the correct way to grind the beans and

how many to use, to getting the water

temperature just 'so', the delicious devil really

is in the detail. By passing on our own

coffee-making skills direct to the customer,

we're ensuring that their coffee experience is

going to be the best it can be, wherever they

are.

THE REAL CO. COFFEE STOREAMBIENCEJust like our co"ee, !e Real Co co"ee stores will be warm, homely, cosy places. Lots of natural wood, plenty of soothing, soft lighting, and long, communal tables where customers can spread out and relax - we don't want anyone to leave! Co"ee needs to be savoured properly, o" the clock, so it's important to us that our stores provide somewhere to do this. We want customers to enhance their co"ee shop experience by enjoying our freshly baked, organic breads, our locally sourced butters, jams and honeys, and our genuine, reassuring hospitality. Whichever city you're visiting, and especially if you're a local, !e Real Co prides itself on providing the best co"ee experience, bar none, and that means satisfying all the senses - from the attractive, seductive décor, the hum of the baristas at work and the comfortable, spacious seating, to the alluring aroma of freshly roasting beans and, ultimately, the knockout taste of the co"ee itself.

Each Real Co coffee store will also have its

own, unique identity. Local culture is very

important to us so, as keen as we are to bring a

little piece of Real Co Canada to each of our

outlets, we'll also make sure that each store

maintains a personal atmosphere, incorporating

aspects of the local heritage, so you'll always

be aware of exactly where you are and, if

you're a valued local customer, we promise

you'll feel right at home, all the time.

OUR VISION!e Real Co is passionate about single source organic co"ee, roasted and re-pro#led with each new harvest. On our extensive yearly travels in South America and India, we visit producers and cooperatives in search of the most amazing co"ee on the planet. !is is no easy task, as you can imagine, but we are committed to #nding - and supplying - only the very best.

Our suppliers come from single farms, estates and cooperatives, so we recognise the importance of building solid, personal relationships with all our growers. !ey are the masters of their craft, and we're always learning from them. Whether it's the importance of soil quality, the dictations of the weather, the intricate harvesting processes, or the various other challenges faced by the farmers, we have established valuable and trustworthy relationships with our 'co"ee gurus', which also enables us to negotiate fair pricing, and thus ensure sustainable, reliable co"ee production.

We o"er single-sourced co"ee that is roasted on-site by trained baristas. Our co"ee can also be sold

HOW WE BRINGCOFFEE ALIVEIN-STOREBARISTA STYLE!e most recognisable way of serving co"ee, baristas have become a common sight in co"ee shops across the world. So why are we di"erent? Well, we actually roast new blends every single day, which makes us pretty special, because we don't know many other co"ee companies who do. !is way, we're guaranteeing the customer a new experience every time they visit. We use only locally sourced, organic milk, which we think has a signi#cant impact on taste - there are no harmful animal antibiotics, herbicides or pesticides invading your body, just creamy, natural, wholesome goodness. In addition, our baristas insist on using the gentle pour-over method of making the very best #lter co"ee. !is results in a unique, nuanced drink, which is well rounded, re#ned, and possessed of a distinct clarity of $avour. Customers can choose from a variety of roasts, from any of the three major co"ee-producing continents.

FRENCH PRESS/PLUNGER STYLEOne of the simplest, and most elegant ways of brewing co"ee, the French press method can produce

separately, for customers to take home and enjoy at their leisure. Easy-to-use co"ee kits can also be bought, so co"ee lovers can replicate the Real Co co"ee experience, wherever they happen to be. All of our world co"ee can be tasted in-store, so customers can be con#dent they are choosing the best roast for them.

Real Co co"ee production is 100% organic, is kind to the land, and is fair to the farmers. !is guarantees that we harvest only the best quality co"ee to give to our customers. Each harvest is individually labelled and named, because every single crop is unique, and no two harvests taste the same. To spread the word about how all co"ee is not the same, we also conduct regular instore seminars and workshops, giving customers the chance to learn about Real Co methods of producing superior co"ee, in a loving, caring and respectful way.

Put simply, The Real Co is the world's local

coffee company...

We don't just serve and sell coffee, we create an entire coffee experience, and we do this in two distinct ways.”

a richer $avour, in greater quantities - ideal for when you have guests, or you want to while away a few hours with your feet up, with fantastic co"ee just inches away. If you're going out to meet friends, or if you're looking forward to spending a lazy morning with the Sunday papers somewhere ambient and relaxing, drop into !e Real Co and order a plunger, so you can enjoy amazing-tasting co"ee at your convenience.

THE REAL COCOFFEE HUBSWe envisage that every major city will have at least one Real Co co"ee store, some will have more. Regionally, there will be one Real Co Hub, which will serve many purposes.

ENSURING FRESHNESSAll the co"ee served within a particular region will be carefully roasted and taste-tested in the Hub. !is allows the Real Co team to personally manage quality control on-site, and guarantee that freshly roasted co"ee is available on-site in all its local outlets, every single day.

A CENTRAL STORAGE POINT!e Hub shall serve as the storage point for all co"ee within that city. !is ensures that the correct humidity and dry levels are monitored and maintained at all times.

A DEDICATED WHOLESALE POINT!e Hub is where wholesalers can get hold of !e Real Co quality co"ee, at any time. It's fast, easy and e&cient.

FLYING THE FLAG!e Hub will serve as the $agship Real Co outlet for each city. It will occupy a prime position, and provide customers with a visual point of reference for !e Real Co. It will also showcase our business model, and provide customers not only with the best co"ee in the world, but also the ways and means to make it themselves, via our purchasable co"ee kit, plus on-site seminars and workshops.

WHAT YOU SEE IS WHAT YOU GETIt's not only great co"ee we o"er. !e Hub will also give people a chance to see our delicious breads and pastries being made on-site, in full view of the customers. We want you to see for yourself just what you're getting, and how you're getting it.

OUR FAMILY OFGROWERS AND THE IMPORTANCE OF REAL SINGLE SOURCING!e Real Co really cares about co"ee. Every one of our beans is sourced direct from the farming #elds then roasted to perfection, in front of our customers, in bespoke stores sited in all of the world's major cities.

We believe that the key to coffee perfection

lies in the tender loving care our organic

farmers give to their land. It is this genuine

dedication and devotion that produces such

high quality harvests, and we are committed to

ensuring that these coffee artisans are paid a

proper and fair price for working their magic.

One of our growers, the Balmaadi Estate in New Delhi, is so con#dent in the quality of their co"ee, that they provide their own version of a vineyard cellar door. It's somewhere visitors can taste the

freshly roasted 'co"ee of the day', or sample the other beans on o"er, before deciding which ones to buy. As the estate is situated on an old spice farm, the co"ee grown here o"ers a delightfully delicate hint of aromatic spices, which have seduced not only the two-legged co"ee a#cionados, but also some four-legged ones! !e local elephants used to tiptoe into the plantation at night to feast on the delicious co"ee cherries, forcing the grower to install some bee farms next door, to keep the greedy animals away. !ankfully, the only co"ee devotees enjoying the estate's exquisite roasts today, are the human variety.

Once you've tried The Real Co's organic,

roasted coffee beans, we guarantee you won't

want to drink anything else again.

Mass-produced, vacuum-packed alternatives

are almost always carelessly roasted from

crops that have been poorly cared for.

Everything's about the taste, the aroma, the

experience, and by giving customers the

opportunity to try the best, there's really no

going back.

!e Real Co's co"ee can be enjoyed anywhere, at any time - at home, at work, even on the go - because all you need is an easy-to-use hand-held grinder, and a cafetiere. !at's it. !ere's no expensive, complicated equipment to have to maintain, just simple basics.

ABOUT OURCOFFEE GROWERSTHE MAGICMAKERSWe enjoy fruitful relations with several major co"ee plantations around the world, all famed for their precise, well-honed farming methods, and the tender loving care the plantation owners spread liberally over their kingdoms. !eir co"ee is simply irresistible, and we think it's only right and proper for our customers to make friends with some of these amazingly talented artisans.

Finca El Sancho, Angeles de Sabanilla de Alajulea, COSTA RICACoffee conjuror: Jorge Luis Zamora SotoCoffee type: Red CatuaiCoffee character: Red grape with medium body and medium-to-bright acidity Method: Combination Washed Process

Finca El Sancho is one of the #nest Costa Rican co"ee #elds we've come across. Owner and co"ee a#cionado, Jorge Luis Zamora Soto, lovingly grows Red Catuaí on seven hectares of El Sancho. His co"ee is processed using a combination of both traditional washing methods (like the famous Kenya Karatina co"ee) and mechanical washing methods. !e reason for this combination process lies in the Costa Rican government's water

conservation laws, which came into force in the early 1990s. Traditional co"ee washing required vast amounts of water, so this legislation had a huge impact on the co"ee industry here. Moving with the times, Jorge implemented his own unique way of washing the co"ee, by using a hybrid processing system consisting of a mechanical de-pulper to remove much of the mucilage (the gelatinous, wet $esh of the co"ee cherries), and then fermenting the remainder in traditional water tanks. Every drop of water Jorge uses, goes through a cleaning process, including time in a sedimentation tank, to make the water potable before it is returned to the ground or to water-holding tanks. It's Jorge's forward thinking and openness to new ideas, that makes the co"ee from El Sancho some of the richest, purest-tasting in the world.

Blue Batak, Humbang Hasdundatun, North Sumatra, INDONESIACoffee conjuror: !e whole family!Coffee type: Catimor, Typica, BourbonCoffee character: Tobacco notes with plummy acidity and full body Method: Semi Washed Process

Blue Batak co"ee comes from the micro-regions of North Sumatra, including Lintong Nihuta, Dolok Sanggul and Onang Ganjang. !ere are literally thousands of farms here, all relatively small (often only half a hectare in area), and the variety of crops grown bene#t both local consumption and international markets.

!ese small farms each possess micro-mills, where the co"ee cherries are washed, de-pulped and fermented, before being left to dry under cover of parchment, in specialist drying areas.

!ey're very family- orientated here, so it's not uncommon for whole harvests to be reaped by a dedicated roll call of father, mother, sons, daughters, cousins and in-laws, instead of employing outside labour. !e co"ee is collected from around 3500 farms around the district, and collated at a local processing mill to ensure freshness and consistent standards.

Finca Malacara A, Apaneca-Llamatepec, EL SALVADORCoffee conjurors: José Guillermo Alvarez Prunera & Maria Alvarez de MurrayCoffee type: Red BourbonCoffee character: Caramelised cherry and dark honey notes with light acidity and medium bodyMethod: Mechanical Washed Process

!e name of this farm might mean "bad face" in Spanish, but don't let that put you o" their wondrous co"ee! !e brains behind Finca Malacara was Rafael Alvarez Lalinde, whose family have kept up the long and illustrious history of co"ee production on this land, where the #rst seeds were planted in the 1800s. Multiple generations later, and the farm is now divided into Malacara A, B and C. Malacara A is run by José and Maria, alongside farm manager Cornelio Azucena. Malacara A enjoys year on year of excellent crops, yielding a sweet and spicy co"ee that really packs a punch and leaves an unforgettable imprint on your palate. Malacara also employs specialist pickers, who know a champion cherry from #fty paces, and have been known to return to the same tree dozens of times during a harvest to make sure they didn't miss anything. Such dedication to the cause can mean only one thing - exceptional co"ee that really has to be tasted to be believed.

NADINE BESHIRDirector

Nadine Beshir graduated from the American University in Cairo in 1997 with a major in Business Administration. Nadine started her career as the personal assistant to renowned businessman Mr. Mohamed Nosseir. She was involved in setting up new businesses, restructuring companies and setting strategic plans for companies within the portfolio of Mr. Nosseir’s investments Nadine then moved on to become a partner and the managing director of Orange Consulting Group. In 2005 she joined the Sewedy Group to become the General Manager of “Delicious Inc.” the owner and operator of the co"ee shop brand “Cilantro”. She worked along with the management team of Cilantro to grow the brand from 14 outlets in 2005 to more than 80 outlets in early 2011, with outlets in Jeddah (KSA), Amman (Jordan) and London (UK), fending o" along the way the entrance of Starbucks to the Egyptian market being referred to as “!e best executed home-grown concept”. In mid 2011, Nadine moved from Cilantro to establish a new chain of casual dining restaurants: “Cairo Kitchen”, aiming at introducing the Egyptian cuisine to the world. Cairo Kitchen opened its #rst store in April 2012 and currently operates 5 very successful outlets in Egypt, is preparing for opening its #rst outlet in Dubai in September 2013. Cairo Kitchen has gained immense popularity and has developed a strong recognition.

MARILYN ENGReal Co, Coffee Development Manager (Retail)

Marilyn began her love a"air with co"ee by opening her own shop which became Canada’s #rst fair trade co"ee company located in Toronto - micro roaster and all.  

After selling her business, Marilyn travelled and volunteered at Co"ee Origin, followed by honing her skills in co"ee cupping, buying and training in Europe. She

has researched new markets for companies that want to invest in Asia, was part of the international cuppers for Cup of Excellence in El Salvador and Rwanda, participated as a regional and national sensory judge for the Canadian Barista Competition, and

is a certi#ed barista trainer for !e Specialty Co"ee Association for Europe and Canada. Marilyn now spends her time travelling and serving as a consultant for those who are looking to open cafés, train sta", and of course, prepare those amazing cups

of deliciousness including Tescos (Harris and Hoole), Sheraton Hotels, Naked Co"ee and London School of Co"ee.

GRANT MURRAYReal Co, Director of Coffee

Grant Rattray has worked in the specialty co"ee business for the past 10 years, most recently as Managing Director of the Cup of Excellence, a series of high pro#le co"ee quality competitions that take place in 10 producing countries to select the very best co"ee from each annual harvest. Prior to this, Grant worked for a specialist green co"ee importing company, Mercanta, sourcing co"ees from more than 20 countries and marketing these to co"ee roasters worldwide. Grant has also served as a director of the board of the Speciality Co"ee Association of Europe (SCAE) since 2010.

COLIN CARTERDirector and Founder

Born in Toronto, Canada, his family moved to the UK where he studied at Methodist College Belfast. After Graduating from the Award winning Queens

University with a BA in Hotel & Tourism Management he travelled back to Canada to play Semi-Professional Rugby for Toronto Irish & Ontario. He ventured back to Ireland where He took on the role of Catering Manager at !e Waterfront Concert

hall with Letheby & Christopher, one of the United Kingdoms premier catering #rms who also cater for Wembley arena, Edgebaston and Royal Ascot to name but a

few. I then took on the role of Developing a hotel in Central London alongside Yusuf Islam (Cat Stevens) which also catered for events and projects on various levels.

After the completion of the hotel He took on the post of Business Development Manger for a London based food and catering business where He helped to

re-structure and rejuvenate the business after a long period of stagnation and a lack of innovation. He then decided to focus on community development and devoted 6 years to Youth Development. He formulated a Youth Development Project with the Local Government. !is Project engaged over 250 young people in various areas of

development with its primary focus on empowering them and steering them to a better quality of life. He has always had an interest in single sourcing and this has

become his passion of the past few years, culminating in the building of the Real Co business.

26 York street, Mayfair, London W1U 6PZTel: 020 3195 3231www.therealco.com