The Coffee Bean & Tea Leaf Kicks Off Extended Promotion To Raise $250,000 For Children With Special Needs
Children of Los Angeles non-profit organization, The Help Group, to benefit from retailer's fundraising initiatives, which include annual "Deck the Walls" campaign
LOS ANGELES - November 21, 2005 - The Coffee Bean & Tea Leaf®, the Los Angeles-based specialty coffee and tea retailer, is kicking off an unprecedented 14-month fundraising campaign in support of The Help Group, one of the largest non-profits of its kind serving young people with special needs related to autism, Asperger's Syndrome, learning disabilities, emotional development, mental retardation, abuse and neglect. In celebration of The Help Group's 30th anniversary, "The Great Future" fundraiser began in all The Coffee Bean & Tea Leaf® store locations on November 7, 2005, and continues through December, 2006, with the goal of raising $250,000. This expanded promotion will include the annual "Deck the Walls" fundraiser that has successfully raised funds for the past four years. Not only is "The Great Future" promotion designed to increase the total donation amount, it is also intended to maximize exposure for this vital children's charity for more than a year.
Melvin Elias, COO of The Coffee Bean & Tea Leaf®, says this new fundraising campaign is part of an ongoing philanthropic commitment to The Help Group and fulfills the company's mission to be a vital part of the community. "Contributing back to our local neighborhoods has always been a guiding principle at The Coffee Bean & Tea Leaf,"
said Elias. "We are thrilled to be able to support The Help Group through the combination of our employees' hard work and our customers' generosity. We feel that
our mission can only be enhanced by continuing this very important charity promotion throughout this year and all of 2006."
"This generous promotion enables the community to learn more about The Help Group and how they can be more involved in our organization's mission," said Barbara Firestone, president and CEO of The Help Group. "We are able to serve so many more children and their families with The Coffee Bean and Tea Leaf's help. Their annual donations have truly made a difference and we look forward to continuing this wonderful partnership."
Starting on November 7 and continuing for the next 14 months, money will be raised through a variety of approaches: 50 percent of the net proceeds from The Help Group branded merchandise sold at domestic company-owned The Coffee Bean & Tea Leaf® locations will go directly to The Help Group. The total will also include money raised through the sale of "The Great Future" coffee. This limited-edition special blend has a light and sweet aroma, and features a syrupy body and a crisp clean finish with nuances of cinnamon and butterscotch. The special packaging features artwork from children of The Help Group and the blend's name is taken directly from the non-profit's tagline: Because every child deserves a great future.
Additionally, amounts raised from the annual "Deck the Walls" program will be included in the total sum. The "Deck the Walls" fundraising initiative originally began when The Coffee Bean & Tea Leaf® commissioned the children from The Help Group to design and illustrate exclusive holiday themed artwork for their 2002 holiday merchandise. The coffee retailer's in-store "Deck the Walls" program also features drawings by children from The Help Group, which are available to customers for a $1 donation. Customers sign the cards and then deck the walls of the stores with them. The Coffee Bean & Tea Leaf® will extend this program beyond the holiday season to take place in stores in April during Autism Awareness Month.
Through its holiday retail merchandising, "Deck the Walls" campaign, in-kind donations and sponsorship of The Help Group events and campaigns, The Coffee Bean & Tea Leaf® has made an ongoing commitment to support this organization and its important work.
About The Help Group
Founded in 1975, The Help Group is one of the largest, most innovative and comprehensive nonprofit organization of its kind serving children with special needs related to autism, Asperger's disorder, learning disabilities, attention deficit/hyperactivity disorder, mental retardation, abuse and emotional problems. Its six specialized day schools offer pre-K through high school programs for more than 6,000 students on a daily basis. Its wide range of mental health and therapy services, child abuse, foster family and residential programs extend the organization's reach to more than 5,000 children and their families each year. The Help Group's state-of-the-art schools and programs with more 700 staff members on four major campuses in the Los Angeles area. The Help Group is inspired by its belief that dignity, hope, opportunity and love are the birthrights of all children. For more information about the work of The Help Group, please call 818-779-5212 or visit www.thehelpgroup.org
About The Coffee Bean & Tea Leaf®
Founded in 1963, The Coffee Bean & Tea Leaf is the oldest and largest privately held chain of specialty coffee and tea stores in the United States. With a reputation for excellence, the company is a leader in product innovations, having developed the original Ice Blended®. The Coffee Bean & Tea Leaf serves more than 100 million coffee and tea beverages annually worldwide. Providing the highest quality coffees and teas for forty years, The Coffee Bean & Tea Leaf currently has more than 315 stores in California, Arizona, Nevada, Singapore, Malaysia, Korea, Brunei, Indonesia, UAE, Israel, Australia, China, Kuwait, Egypt, Qatar, and the Philippines and continues to expand both domestically and internationally. For more information, visit www.coffeebean.com.
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