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LOS ANGELES, CA, USA – North American Frac Sand, Inc., doing business as (dba) HRC Coffee Roasters LLC (“HRC” or “The Company”), announces that the Company has achieved substantial operational progress over the past year and is preparing to unveil a comprehensive corporate repositioning that management believes will establish a clear runway for accelerated growth in 2026.
Over the past 18 months, the Company has been strategically building the infrastructure, partnerships, and product portfolio necessary to expand the scaling of Havana Roasters Coffee(R) as a multi-channel premium coffee brand. These efforts are now approaching critical inflection points that management expects will drive meaningful value creation for shareholders.
18 months of strategic execution positions Company for transformative 2026 growth across retail, wholesale, and new product categories
Strategic Progress Across Multiple Growth Vectors
HRC Coffee Roasters LLC is the exclusive license holder and commercialization platform of The Havana Roasters Coffee Companies brand. All subsidiaries operate under license from HRC Coffee Roasters LLC.
The Company has made significant advances in several key areas:
Retail Expansion: Under HRC Hospitality Corp., a subsidiary, the Company is finalizing preparations for the opening of the first flagship Havana Roasters Coffee Cuban Bakery & Sandwich Bar retail location in Hollywood, California. This high-visibility establishment will serve as both a revenue-generating operation and a showcase for the brand’s authentic Cuban-style coffee heritage and hospitality experience.
Product Innovation: Under HRC Coffee Roasters, the wholesale subsidiary, development work on two major product line extensions is reaching completion. The Company will be introducing Havana Roasters Coffee(R) in Nespresso-compatible pod format, addressing the rapidly growing single-serve premium coffee market. Additionally, under The HRC Beverage Company subsidiary, Ready-to-Drink (RTD) versions of Havana Roasters Coffee(R) are in advanced formulation and production planning stages, positioning the brand to capture share in the high-growth convenience beverage category.
Operational Scaling: The Company is expanding its roasting capabilities, strengthening its wholesale distribution networks, advancing franchise program development, and enhancing its e-commerce infrastructure – all designed to support accelerated commercialization.
Corporate Positioning: The Company, through its exclusive license, has been working diligently to complete regulatory processes that will align its public corporate identity with the Havana Roasters Coffee(R) brand and operations it has been building since taking control in 2023.
Gabriel Martinez, Chairman and CEO, commented, “The past 18 months have been focused on execution. We’ve been building the foundation for what we believe will be a breakout year in 2026. Our team has worked tirelessly to advance initiatives across retail, wholesale, product development, franchise systems, and operational infrastructure.”
“We are now approaching several important milestones that we believe will significantly enhance shareholder value and market visibility. In the coming weeks, we will be announcing major corporate developments that reflect the transformation this Company has undergone. These announcements will provide investors with a clear picture of where we are today and where we are headed.”
“Havana Roasters Coffee(R) has authentic heritage, premium positioning, and a passionate team committed to bringing our brand to consumers across multiple touchpoints. We believe we are entering an exciting phase of growth and look forward to sharing more details with our shareholders and the investment community very soon.”
