At Royal Cup, we believe that long-term, responsible growth needs to be measured in more ways than just profitability. Using the triple bottom line model, we are able to approach sustainability in a more holistic manner by measuring success and impact in three distinct areas: social responsibility, environmental stewardship and economic prosperity.

1. At Royal Cup, we believe that long-term,
responsible growth needs to be measured
in more ways than just profitability. Using
the triple bottom line model, we are able
to approach sustainability in a more
holistic manner by measuring success
and impact in three distinct areas:
social responsibility, environmental
stewardship and economic prosperity.

2. As a company committed to environmental awareness and socially
responsible practices, Royal Cup takes pride in constantly researching and
developing products and coffees. Our goal is to help customers achieve their
objectives, while providing solutions that are environmentally responsible.
We sell quality products and services and are proud
of our work.
We are a 100% customer-driven company and strive to
create customer advocates.
We maintain high integrity in all interactions and treat
everyone like we would like to be treated.
We are good corporate citizens with a developed sense of
social responsibility and we give back to communities our
time, talent, & resources.
We are a profitable, growing company with a fun-loving
spirit, and a great place to work.
Royal Cup Coffee’s Core values
QUALITY
CUSTOMER
DRIVEN
INTEGRITY
SOCIAL
RESPONSIBILITY
WORK FOR
FUN & PROFIT

3. At Royal Cup, we measure sustainability success using the Triple Bottom Line.
This framework captures an expanded spectrum of values and criteria for
measuring organizational success:
Triple Bottom Line

4. At Royal Cup, Corporate Social Responsibility (CSR) is central to our core
values. We conduct business in an ethical and responsible way. We are
investing in a number of initiatives to maintain our strong CSR position
for the future, including:
• Royal Cup contributes over 5% of pre-tax profit dollars to various charities
and non-profit organizations every year. Our associates are encouraged to
give of their time, talent and money in support of their local community
activities.
• Individual Headquarter Leadership Support has personally committed to
the following: Executive Board Chair for Red Cross, United Way Campaign
Chair, United Way Board Chair, Boy Scout Campaign Chair, Rotary Club
Birmingham President, Leadership Alabama Founder, A+ Education
Reform Founder, along with many other committees, boards and groups at
a local and national level.
• Royal Cup is an active member of the National Coffee Association,
the Specialty Coffee Association of America, and Quality Assurance
International.
• In June 2013, Royal Cup teamed with Ecom to donate a computer lab
to an elementary school attended by children of coffee cherry pickers
in Brazil.
• Royal Cup is committed to its partnership with The Nature Conservancy for
over 20 years.
Social Responsibility

5. Charities and Non-Profit Organizations that Royal Cup supports:
Social Responsibility
And Many More…

6. Royal Cup recognizes the necessity of a healthy economic state in order to
positively influence the well-being of our employees, partners and customers.
We recognize and promote strategies that spur creativity, innovation and
entrepreneurship throughout the organization, which facilitates the creation
of shared knowledge that impacts business and industry.
• A new campus expansion at Royal Cup will provide over 40 jobs and
$3+ million in economic impact in Birmingham, Alabama and beyond.
• Royal Cup offers an Employee Assistance Program to help our employees
with emotional, legal, financial, and health-related issues, such as
smoking cessation.
• Royal Cup continues to invest in World Coffee Research (WCR) projects.
The WCR’s intent is to improve the availability of quality coffee worldwide,
while considering the environmental and economic impact on the
growing regions. A member of Royal Cup’s leadership team has served as
Board Chair since the WCR’s inception. For more information, visit: www.
worldcoffeeresearch.org.
Economic Stability

7. Royal Cup is committed to offering products and services that are good for
the environment, while operating in an efficient and effective manner.
Environmental Stewardship
From Farm to Cup
• Royal Cup was the second roaster in the United States to purchase coffee
from Rainforest Alliance Certified™ farms in 2003. Rainforest Alliance
Certified™ farms support a healthy environment, promote the well-being
of workers and their communities, and ensure efficient farm methods.
Farm workers benefit from safe working conditions, dignified housing and
medical care, and access to schools for their children. Certification ensures
the protection of ecosystems, including wildlife habitat, water and soil.
www.rainforest-alliance.org.
• Over 60% of coffees produced in our H.C. Valentine Coffee Company
are organic. Output of organic coffees at H.C. Valentine increased by
64% in 2013.
• At Royal Cup, we build good relationships with importers and exporters.
Our travels to the producing countries reveal how well the farms are
managed and how well their people and the environment are treated on
these farms. Building relationships with these farmers and co-ops solidifies
our commitment to their well-being.

8. Royal Cup is committed to offering products and services that are good for
the environment, while operating in an efficient and effective manner.
sustainability of Operations
• Royal Cup currently uses a regenerative thermal oxidizer to cut gas usage
and to clean smoke from the roasting process. We are working to reduce
energy and water usage and are contracting with a company to eliminate
other wastes, such as boxes and paper.
• Royal Cup partners with a local recycling company for our food
wastes, and is building partnerships to find second uses for our
burlap coffee bags.
• Our EspresShip Department is partnering with UPS to achieve a neutral
carbon footprint by 2014.
• Select divisions are utilizing GPS route technology, helping improve
efficiencies in fuel consumption and vehicle emissions.
• Royal Cup offers and actively promotes a full line of biodegradable and
compostable foodservice disposable supplies.
• The H.C. Valentine Coffee Company, a proud member of the Royal Cup
Coffee family, possesses several environmental certifications: Fair Trade,
QAI, USDA Organic, and Rainforest Alliance.
• Internal transportation is structured to minimize miles driven
and maximize cubic capacity usage. Backhauls minimize
“empty” miles driven.
• Royal Cup is currently testing the use of intermodal transportation (truck/
train) for long-haul shipments in an effort to reduce fuel consumption.
• Royal Cup operates a full rebuild operation for beverage equipment and
recycles unusable metal parts.
Environmental Stewardship

9. 1. Give 5% of pre-tax profits to charity.
2. 90% of employees donate to United Way.
3. Royal Cup encourages and supports employee volunteerism in
our local communities.
4. Link all Royal Cup community involvement around the country and
develop an interactive map highlighting the company’s service from
coast to coast.
5. Obtain Certification from MWBE (Minority and Women Businesses)
with the goal of increasing partnerships with women- and
minority-owned businesses at 10% per annum.
Sustainable Goals

10. 1. Strengthen and further define supply chain transparency program by
working with importers, co-ops, and farmers in producing countries.
2. Engage the Rainforest Alliance and Fair Trade Organization in an effort
to identify cause marketing programs to help support specific projects on
one or more farms from which we buy coffee.
3. Continue our investment in the World Coffee Research organization’s
pivotal work on genetics, disease treatment and prevention, variety trials
and other efforts.
4. Be a great place to work:
• Actively promote from within
• Monitor and measure against diversity goals
• Develop and promote safety and wellness programs

11. 1. Increase output of sustainable coffees:
• Rainforest Alliance Certified™ coffee by 5%;
from 3.5 million to 3.675 million pounds
• Fair Trade USA Certified™ coffee by 60%
from 250,000 to 400,000 pounds
• Increase Organic coffee pounds by 15%
2. Reduce energy consumption
• In all our facilities
• Define Carbon Footprint in FY 2014 using SCAA’s
START Program
• Evaluate merits of LEED Certification in Royal Cup
plant expansion
• Expand waste and raw materials recycling programs
• Strengthen electronic commerce capabilities to reduce paper usage
• Expand “lights on timers” program in warehouses to conserve energy
• Fill 30% of equipment needs with refurbished coffee brewing
equipment
• Work towards achieving zero waste into landfills
• In our fleet
• Explore reducing emissions by switching to fuel-efficient fleet
vehicles
• Expand usage of fleet management software to increase efficiency
of the route system by end of FY 2015
• More fuel efficient route trucks will reduce fuel consumption by 16%
for this vehicle class
• Passenger minivans have been replaced with smaller vehicles,
which will result in 33% fuel savings

12. Royal Cup Sustainability Strategy
More Sustainable Coffees
Transparency
Quality
Product
Integrity
Volunteer
Operate
Efficiently
Best Place
to Work
Women- & Minority-
OwnedBusinesses
Act Responsibly
Reduce Energy Use
World Coffee
Research
Charitable
Giving
Good Corporate
Citizen
Carbon Footprint
Rainforest
Alliance Project