FORMER PRO BASKETBALL PLAYER SCORES A SLAM DUNK WITH HIS NEW BOOK, "COFFEE REVOLUTION: One Small Roaster's War With The World's Largest Coffee Brands"

The story of David vs. Goliath has a familiar ring in first time author Mitch McMullen’s new book, COFFEE REVOLUTION: One Small Roaster’s War with the World’s Largest Coffee Brands (available at http://www.newhallcoffee.com).  However, at 6’10”, McMullen’s stature belies the visual that comes to most peoples’ minds.  But a David vs. Goliath story this is, and Newhall Coffee Roasting Company founder and CEO Mitch McMullen is eager to share how he’s learned to work the system in his favor.

McMullen battles the big boys and learns how to create a win-win situation all around.  Is a Wal-Mart, Costco or Sam’s Club coming to your town? McMullen asks.  Don’t fear them - convince them to buy local – specifically your product.  “More often than not,” says McMullen, “their buyers are sensitive to the needs and concerns of local and small businesses.”  Worried about how to compete with well-established brands and million dollar marketing campaigns?  “Do it one customer at a time,” he adds.  (He refers to when he opened his first café and the next day Starbucks came to town.)

From the basketball court to the boardroom, Mitch McMullen’s book is part inspiration, part autobiography and part just plain smart business advice. COFFEE REVOLUTION is a must read for anyone who is struggling with a small business in this economy, or weighed down with the decision of whether to start a business in the current downturn. 

Currently, COFFEE REVOLUTION is available only through http://www.newhallcoffee.com.  For more information, write to info@newhallcoffee.com.

About Mitch McMullen

The founder and CEO of Newhall Coffee Roasting Company in Newhall, California, Mitch McMullen was born and raised in Newhall, California.  He attended San Diego State University on a full basketball scholarship, where he majored in Speech Communications.  Upon graduating in 1989, McMullen turned pro.  He played one pre-season with the Atlanta Hawks, and then moved to France to play in a European league.  Upon his return to the U.S., McMullen founded Mitch’s Java ‘n Jazz coffeehouse and the Newhall Coffee Roasting Company.  He supports several causes, including the Corey McMullen Leukemia Fund in honor of his late brother.  McMullen also is an ardent champion of the U.S. troops stationed around the world; he developed a special blend of coffee that contributes one pot of coffee for each bag of Patriot Blend sold.