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Urth Caffé

To offer the finest coffees and teas in the world Urth
To serve health conscious, high quality, fresh foods and desserts
Welsh for Earth
To be an oasis within the community
To build an all-inclusive philosophy of respect Caffé

To inspire awareness and change Italian for Coffee

Our Mission...

1. To offer the finest organic coffees and teas in the world: Coffee is the heaviest chemically treated
food commodity in the world. Our coffees are grown 100% chemically free, with the utmost of envi-
ronmental care, sustainable agricultural practices, and ethical treatment of workers. In essence, our
goal is to offer the healthiest coffees and teas possible for our customers, farmers and the planet.
2. To serve health conscious, high quality, fresh foods and desserts: We will not serve food, bever-
ages, or desserts that contains artificial ingredients in it. We only use the highest quality, all-natural
ingredients, and organically grown whenever possible. To provide a menu that fits the whole spec-
trum of healthy diets from the most strict vegan items (no animal products whatsoever, and no
refined sugar), to pure decadence (real sugar and butter). Our overall all philosophy is to offer pu-
rity, quality and great pleasure to our customers.
3. To be an oasis within the community: In the busy city, it is rare to find a place of refuge and quiet.
Just like Disneyland, we wish to create a superior environment of graciousness and pampering, to
give the customer an exquisite feeling of being in a special sanctuary. In order to achieve this goal,
we must be extraordinarily attentive to our customer’s needs, and always provide courteous,
friendly, professional service.
4. To build an all-inclusive philosophy of respect: We deeply believe in respect; not only for our
planet, and the farmers who produce our products; but for our employees and customers as well.
Respect for our customers means meeting their every need with efficiency, courtesy and patience.
Respect for our staff means the owners, managers and employees all working together to facilitate
a harmonious teamwork environment. Respect also means providing excellent benefits to all staff
such as paid vacations, employee meals, and affordable health insurance plans. Respect is rewarding
excellence with promotion and always supporting diversity in the company.
5. To inspire awareness and change: Our core belief is that we must give back to the resources from
which we have drawn from. This philosophy is accomplished in several ways: First, we donate 100%
of our charitable dollars to organizations such as Coffee Kids; a non-profit group working to im-
prove the standard of living for small villages who produce our coffee, in third-world countries.
Secondly, we select growers that treat their workers with care, and have ethical standards. Third, we
strive to educate consumers that buying habits directly affects lives of workers and the planet.
When buying a cup or pound of organically grown coffee, or anything grown with sustainable or
health conscious practices, we are voting for more holistic business. Likewise, when consumers

buy conventionally grown coffee, they vote for a system concerned only
for profit, with no regard for life or the land.

My wife Jilla and I founded Urth Caffé in 1989. We started out as a small mail order company with non-toxic and natural In 2005, I was invited to Uganda by the Ugandan Coffee Development Authority and President Museveni, to help assess the
potential of Ugandan coffee and how to build a market for Ugandan Coffee in the US. I found several regions that showed
products for the home. It was our intention to create a business that could promote the health of our customers and the promise to produce premium coffee, but were lacking necessary infrastructure.
planet while making a living for ourselves. Urth Caffé searched for the ideal growing conditions for world class coffee and discovered the high slopes of the Virunga
The name Urth Caffé was chosen when a friend of ours found the word “Urth” – an old Welsh, root spelling of earth, and we Volcanoes. This region is one of the most uniquely desirable growing micro climates to be found. The black, volcanic soil is
added “Caffé” – which is Italian for coffee. The name “Urth Caffé” meant to us: Ancient, Earthy, Natural coffee beans or highly fertile; the altitude ranges from 7,000 to 9,000 feet above sea level, at relatively warm conditions for this altitude (due
Organic Heirloom Coffee! to being on the equator); and UCDA had been planting the perfect specialty coffee tree for these conditions – 100% Bour-
To become the best, we researched the coffee industry for two years, traveling all over the West Coast and eventually to Italy. bon Arabica Heirloom variety.
Jilla and I visited famous coffee companies; learning how to import, roast and blend coffee. During our two years of research, The slopes of the Virunga, are also the home to the world’s most endangered primate: The Mountain Gorilla. These gentle
we discovered many little known facts. vegetarians have never survived captivity, and have been the victims of massive poaching. Approximately 350 Mountain
The coffee-growing industry is plagued with some of the worst environmental destruction, heavy deforestation, and oppres- Gorillas live in Uganda near our farmers, while the rest are found in nearby Rwanda and the Congo. The local farming com-
sive labor conditions. We wanted to make a difference and be pioneers in the budding, organic coffee industry—vowing to munities of Ugandans who live on these slopes produce papayas, bananas, tea, many exotic tropical fruits, and local crafts. By
sell only certified organically grown, shade grown, heirloom coffee produced with integrity and ethics. generating income through growing organic coffee with sustainable agriculture, these small holder farming communities can
On November 1st, 1991 our first Urth Caffé branch opened in Manhattan Beach, California. After our second year in busi- be supported while protecting the fragile habitat for the Mountain Gorillas.
ness, sales from the tiny coffee bar began to sky rocket. Between 6am and 9am, a minimum of 200 customers lined up to get We also have started a project in Colombia with remote tribes such as The Arhuaco and The Kogi Indians; producing exclu-
their organic coffee each morning. sive coffee for Urth Caffé using ancient tribal wisdom, sustainable practices, and stewardship of the land. The rainforest there
In 1994, Jilla and I opened Urth Caffé on Melrose Avenue in West Hollywood. By creating a warm and gracious atmosphere, is extremely lush, filled with howling monkeys, exotic birds, insects, many tropical fruits and coffee. Heirloom Typica coffee
striving to have best customer service, and providing a place for the community to have a healthy light meal, we would trees are planted on the steep, mountain slopes under fruit trees and indigenous canopy.
expand Urth Caffé from the original coffee bar concept to what it is today: A full-fledged gourmet café with more than just My wife Jilla does more than just run the daily operations of the entire Urth Caffé operation, she is also our resident tea
organically grown coffees and teas, but a company who offers its customers a pleasure-oriented, healthy-lifestyle, café alterna- master and oversees blending of all Urth’s proprietary certified organic herbal infusions, and scenting of our fine teas.
tive. We also currently sell Urth organic coffees and teas to hundreds of customers nationwide. We offer excellent wholesale She travels every year to Japan in order to assist in harvesting Urth Caffe’s organic green tea in Wazuka, Japan.
coffee and tea programs to restaurants that benefit from Urth’s highly reputable name recognition and superb training. The tea cultivated there was the first official tea of the Imperial Palace. This 900 hundred year old tradition is proudly served
In 1997, we hired a very talented team of chefs and bakers to develop a visionary new menu. Our team was tasked with real- at Urth Caffé direct from the family of Akihiro Nakai san to Urth patrons.
izing the same vision and passion for food and desserts that Jilla and I have for coffee and tea, they brought some of the old Our growth and success has been staggering, we have reached the top percent of sales per square foot for coffee businesses
culinary and baking traditions of Italy to Urth Caffe. Our chefs visit local family farms in Ventura County and all over South- nationally. Since 1989, our team has crafted five successful branches: West Hollywood – opened Nov. 1994, Beverly Hills -
ern California – developing direct relationships with passionate local, organic farmers. Our menu has been developed with opened Nov. 2002, Santa Monica - opened Jan. 2004, Downtown Los Angeles – opened Nov. 2008 and Pasadena - opened
the purest, highest quality ingredients – never any artificial ingredients and most of our produce coming directly to us from August 2013. Urth at Laguna Beach is under construction at this writing and will open its doors in 2015.
local family farms. It is our mission not only to be considered the premiere café and finest roaster of organic, heirloom coffee in the United
Years later, organic coffee would become the fast growing trend in the American coffee industry, many farms started convert- States; but also to be a pioneering leader as an environmentally aware business. We want to create a successful business while
ing to organic agriculture. I have personally taken up the work of directly developing sustainable, heirloom organic coffee improving the environment, health, and quality of life for our coffee producers, tea farmers, local organic produce growers,
sources for Urth Caffé around the world. our employees and customers.

Shallom Berkman.
Co-founder Urth Caffé.

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UWORRTTHHY!

LDOowSAnNtoGwEnLES Located in the hidden and exciting
Arts District of Downtown Los Angeles – Urth pioneered this
up and coming neighborhood opening this branch in 2008. Not
only is this our most popular café – but the 100 year old building
also houses the Urth Headquarters, Bakery, Coffee Roasting and

Tea Blending Factory.

Our oldest branch founded in 1994 is nestled in heart of the famous MelroseAve.
West Hollywood Design District of Melrose Avenue.

This branch was established in 2004 just blocks away from
the ocean in the eclectic neighborhood of Santa Monica’s

Main Street, bordering Venice.

SantaMonica

Our second branch was established in 2003 in world famous Beverly Hills on
the quaint, neighborhood block of South Beverly Drive.

BeverlyHills

Pasadena

Established in the classic Playhouse District of Pasadena in 2013, some say this is the most beautiful Urth Branch –
a classic Spanish Revival building with timeless tile murals, water features, and hand crafted wrought iron.

Our first Orange County Branch is now open at the historic site of “The Cottage” at 308 North Pacific Coast Highway.
This is an incredible spot with an ocean view, sprawling outside patio and very unique, historic architecture.

LagunaBeach

&rperdecssarpet

Jayden Smith & Kylie Jenner

Minka Kelly

Kanye West and fans Amanda Seyfried

entourage&celebs Russell Brand Queen Latifa

at urth JakeGyllenhaal

The cast of Entourage filming many episodes at Urth Melrose.

Jane Lynch Justin Bieber Katie Holmes

Urth Urth
TOKYO ORANGE

Next time you’re in Tokyo, please visit our two Construction is in full swing at the Urth Old Towne City of Orange property. Our flag-ship building is
Urth Caffé branches. The newest branch opened in May located in the historic circle plaza and was originally built in 1888. During demolition, the contractors
discovered a large, hidden brick wall with a beautiful, historic mural on it! We will preserve the wall and
2014 in the trendy Omotesando Hills area near mural and make it a center piece for the community to enjoy.
Harujuku. The first branch is in the lovely area of Daikan- City of Orange is a historic city in Orange County, located next to Chapman University.This charming city
yama in the Shibuya District. The staff and management is like a classic American old-fashioned Main Street filled with the best antique stores, specialty shops and
restaurants. Join us for Urth’s most historic grand opening in the City of Orange in early 2017!
trained for two years at all of the Southern Urth
Branches, so you will experience the same quality you

have come to expect and maybe even
recognize a familiar face or two!

•••

West Hollywood - 8565 Melrose Avenue, (310) 659-0628
Beverly Hills - 267 South Beverly Drive, (310) 205-9311

Santa Monica - 2327 Main Street, (310) 314-7040
Downtown L.A. - 451 South Hewitt Street, (213) 797-4534

Pasadena - 594 E. Colorado Boulevard, (626) 844-4644
Laguna Beach - 308 N. Pacific Coast Highway, (949) 376-8888