Get The “Royal” Treatment at the 2010 Alltech FEI World Equestrian Games


Lexington, KY – 77 Days to Go—Understanding the importance of a good cup of coffee, Royal Cup Coffee will provide all coffee and tea products to be served during the 16 days of the Games as the Official Coffee Supplier to the 2010 Alltech FEI World Equestrian Games.

The Games feature eight world championships in equestrian sport and will be held September 25-October 10 at the Kentucky Horse Park in Lexington, KY.

“We are excited for Royal Cup to join the 2010 Games family,” stated Terry Johnson, VP of Sales and Marketing for the Games. “Our food and beverage program is very important to the overall success of the Games and serving Royal Cup products will provide the high level of quality we demand for our spectators.”

Royal Cup Coffee has grown from its small, hometown roots in Birmingham, Ala., to become a major importer, roaster, and distributor of premium coffees and teas. Serving customers in the food service, office and specialty coffee markets, Royal Cup now reaches markets throughout the United States, into Mexico and the Caribbean including Cracker Barrel Old Country Store, IHOP, La Madeleine French Bakery & Café, Outback Steakhouse, Peabody Hotels, Red Lobster, The Ritz-Carlton, Sea World, Sea Island Resorts,  and Hilton Hotels.

“Royal Cup Coffee is proud to be associated with the 2010 Alltech FEI World Equestrian Games,” said   Ben Pitts, Vice President of Food Service and Hospitality for Royal Cup Coffee. “We know the participants and patrons of the Games have very high standards, so we are thrilled to have been selected. We are excited also about our long term partnership with Kentucky and the Kentucky Horse Park, and look forward to supporting a high quality food and beverage experience for their visitors.”

About Royal Cup
Royal Cup’s commitment to quality products begins with the purchase of only the finest coffees from around the world. Only the coffees that meet their rigorous requirements will be roasted using the latest technology available. The result is the best coffees the world has to offer.

“Sustainability” is the buzz word in the coffee industry today, and Royal Cup, is committed to aligning with partners in the business who do the “right thing.” Royal Cup contributes on a regular basis to Coffee Kids, Women in Coffee, and other U. S. based organizations that focus on people development in the producing countries.

About the Alltech FEI World Equestrian Games
The Alltech FEI World Equestrian Games are the world championships of eight equestrian disciplines recognized by the Fédération Equestre Internationale (FEI). The Games are held every four years and this will be the first occurrence in the United States. Tickets to the 2010 Games are still available and can be purchased at www.alltechfeigames.com/tickets, at www.ticketmaster.com, through the Ticketmaster hotline at 1-800-745-3000, or at your local Ticketmaster outlet.

The Games will be broadcast on NBC Sports, which marks the largest commitment to network coverage of equestrian sport in U.S. television history.  The 2010 Games are expected to have a statewide economic impact of $167 million, and current sponsors include Alltech, Rolex, John Deere, Ariat International, Inc., Meydan and UK Healthcare. For more information on the Alltech FEI World Equestrian Games please visit, www.alltechfeigames.com.




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