KICKING HORSE COFFEE: MEDIA KIT OUR STORY.

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1 KICKING HORSE COFFEE: MEDIA KIT OUR STORY Kicking Horse Coffee: Coffee:Media MediaKit Kitv4 v4

2 Invermere, BC as the place where they would live, work and play. KICKING HORSE COFFEE: COMPANY OVERVIEW HELLO! HERE S OUR STORY. We make coffee. More specifically, we make coffee that kicks ass, and we ve done it for over 20 years. It s exceptional tasting coffee. And that could be why we re Canada s #1 selling Whole Bean coffee. But it could also be because all our coffee is Organic. And all our coffee is Fairtrade. And it s all deep and delicious, roasted right in the Canadian Rocky Mountains. It could also be because our customers are loyal, fervent and demand goodness in every cup. And then they got down to the business of hard, hot work; roasting small batches of good beans in their garage, and selling the freshest, best-tasting coffee they possibly could. Though the garage has grown bigger and there s a lot more beans, it s basically been the same business ever since. TODAY Kicking Horse Coffee is still located in Invermere, BC, situated beneath towering Canadian Rocky Mountain peaks. Over 100 people now work with us. The Kicking Horse Café is located on site, and is a destination for Kicking Horse Coffee aficionados. And each day is simply another opportunity to wake up and make Kick Ass coffee! And it s not just our coffee that s good. We were named the Best Place to Work in Canada in We were also named the #10 Best Workplace in Canada for Women by Great Place to Work in Kick Ass was named Canada s Fairtrade Product of the Year in We know how to work hard and have fun. And we think we re just getting started. We believe great coffee is the answer to many things. But our question to the world is, How will you wake up and kick ass with us? BEGINNINGS Once upon a time two young entrepreneurs grew restless of travelling. They wanted more wonder, and less wander. And they figured it was time to settle down and do something. Something big. They picked a product they were passionate about: coffee. They chose the Canadian Rocky Mountains, near

3 FAIRTRADE FAIRTRADE IS THE ONLY COFFEE WE USE. It can t be done! That s what people said when we set out to use only Fairtrade and Organic beans. We ve proven it can be done. We ve proven that choosing good can also mean great. And we re proud to be great without compromising. We don t just need coffee beans. We need a lot of exceptional coffee beans that we are proud to use. Consistently and dependably. And that s not simple. And that s where Fairtrade begins to matter to us. Coffee is one of the most traded commodities in the world. The coffee industry can be volatile, unpredictable and subject to dramatic price fluctuations. We are only interested in using coffee that is good and fair for both our coffee drinkers and for farmers. We believe we can t have one without the other. OUR FARMERS We re proud our farmers have built sustainable businesses. Businesses they can depend on. Businesses we can depend on. Businesses that are growing and will continue to grow with us. Businesses that build better communities. Businesses that exist with community, and exist in a socially responsible way. Fairtrade is a system that uses profits from coffee to empower farmers and invest in their community s future. Instead of reactive aid, Fairtrade supplies the proactive tools, training and practices for farmers to run smart, successful and sustainable businesses. Fairtrade assists in developing farmers independence. Fairtrade helps farmers and communities create warehousing and processing plants. Fairtrade can also help to achieve Organic certification. And what is of great significance to Kicking Horse Coffee, Fairtrade helps our farmers to grow with us, to provide for our growing demand. Thanks to the people who believe that great coffee can be better. Thanks to the people who believe that great coffee should feel great too. Thanks to the people who are part of our story, and who are, in turn, part of a good story that changes the world, one deep, dark and delicious cup at a time. We want our coffee to taste great, but we want to feel great about our story too. Thanks to Fairtrade, we do.

4 ORGANIC WHY ORGANIC? JUST. ORGANIC. Here s what Organic coffee means to us: it means good products and principles. It means the best in coffee, and the best in intentions. Here s what Organic coffee means for you. It means our coffee is pure, pesticide free, full of flavour, and good for you. It means our coffee is tested by certified independent auditors, randomly and without warnings, to ensure there are no pesticides and herbicides. It means our coffee growers are accountable to us, so we can be accountable to our coffee drinkers. Here s what Organic means for the world. It means that the soil where our coffee grows is continually enriched with natural plant matter. It means that the farmers we depend on have better security and dependable farming practices. It means more consistent yields and incomes for the farming families and communities we source from. It means a reduction in economic instability and subsidies for the communities where coffee is grown. It means no exposure to pesticides for the families and farmers who grow our coffee and that means less long-term health and respiratory illnesses for the communities. It means smart farming, planning for tomorrow, and not sacrificing the future. Organic means not compromising. Not settling for anything less than the best. We ve only got one other thing to say about Organic coffee. Thanks. Thanks to the people who believe that great coffee can be better. Thanks to the people who believe that great coffee should feel great too. Thanks to the people who are part of our story. Thanks to those who purchase our product. Thanks to those who are part of a story that changes the world, one good cup at a time.

5 CEO & COMPANY PROFILE ELANA ROSENFELD CO-FOUNDER & CEO, KICKING HORSE COFFEE KEY MOMENTS & FAST FACTS Kicking Horse Coffee is located in the Rocky Mountains in Invermere, British Columbia, Canada. All Kicking Horse Coffees are 100% Certified Organic, Fairtrade, Shade Grown, Arabica beans roasted right in Canada s Rocky Mountains. Kicking Horse Coffee Co-Founder and CEO, Elana Rosenfeld, is passionate about doing business with a purpose. Elana developed her own interest in the fine food industry while watching her mother pioneer a gourmet food business in Toronto in the 1970 s. After studying at McGill University in Montreal, a dream of living in the mountains drew her west, to the East Kootenay town of Invermere, BC. Elana launched a series of ventures, including a seasonal fruit stand and a whole food café, before discovering her true passion in the coffee roasting business. Today, Kicking Horse Coffee is Canada s #1 Organic, Fairtrade Coffee, recognized nationally and abroad for its exceptional quality, kick-ass taste and playful brand. Elana sits on the board for Nature Conservancy of Canada and spends her downtime with her two daughters. She is proud to do business in the Kootenays, enjoying mountain biking, skiing, yoga and stand-up paddle boarding - all from her company s backyard. Kicking Horse Coffee offers a variety of adventurous blends, of light, medium and dark roast Kicking Horse Coffee opens in Invermere, BC, Canada. Kicking Horse Coffee is a proud partner with the Nature Conservancy of Canada Kicking Horse Café opens. Kick Ass was named Canada s Fairtrade Product of the Year in great years of kicking ass. Elana Rosenfeld: EY Entrepreneur Of The Year 2016 award winner for Business-to-Consumer Products and Services with a special citation for Marketing and Brand Excellence. Great Place to Work 2018 named Kicking Horse Coffee the #1 Best workplace in Canada The Gustavson Brand Index 2017 declare Kicking Horse Coffee the Top most trusted Coffee/Tea brand in Canada, and one of the Top 15 most trusted brands in Canada. For more information about Elana Rosenfeld, or Kicking Horse Coffee, please contact our Communications department. Tel: Kelsey.Verboom@KickingHorseCoffee.com

6 LOGO USAGE GUIDELINES OUR LOGO It s not the whole story, but it is likely the most recognizable part. 1" + wide 0.75" wide PREFERRED MINIMUM SIZE If the logo must be used at a small size, a 1" diameter is preferred. MINIMUM SIZE 0.75" is the logo s absolute minimum usable size. Any smaller and legibility and production will likely be compromised. Our logo is used to identify and differentiate our brand. It s the hardest working tool in our communications. Its use should be afforded the absolute greatest amount of care and consideration, because for most, it is not just a tool; it symbolizes our story itself. A picture may be worth a thousand words, but our logo means millions of kick-ass stories. SAFE ZONES & MINIMUM SIZES Space: That s what makes our logo work the best. Think room to roam. The more space afforded to our logo, the more it will be noticed. Space is a luxury, a sign of confidence, and enhances recognizability and legibility. Use as much blank space around the logo as possible. BLACK & WHITE Our logo consists of a white ring encircling a black interior that contains four white mountain peaks above the words Kicking Horse Coffee. The white ring around the logo must be able to be perceived. This means that for use on dark backgrounds, a logo file with a white ring will work best. However, our logo used on a light or white background must posses an additional black hairline that helps to highlight the white circle. As a rule, any background with less than 20% of black should require the hairline logo. (See example). Two types of logos have been developed, recognized by their file name: LB (Light Background) or DB (Dark Background). Use judiciously. SAFE ZONE X = the height of the logo's mountains. This measurement ( X ) is the proportional minimum distance that must be kept around the logo at all times. LOGO ON LIGHT BACKGROUND (LB) LOGO ON DARK BACKGROUND (DB)

7 OU R S TO RY, TO LD BE S T, K I CK S A SS. Kicking Horse Coffee: Coffee:Media MediaKit Kitv4 v4