David Slaps Goliath.

FOND DU LAC, WI--(BUSINESS WIRE)--June 1, 1999--

A Web-Based Coffee Micro-Roastery Challenges the Big Boys A New Angle on E-Commerce: Marketing fresh roasted gourmet coffees exclusively to the 'Net community.

Sterling Moon Specialty Coffees - http://www.sterlingmoon.com may be a new name on the 'Net block offering fresh roasted gourmet coffee, but they are certainly historically entrenched.

Their coffee buyer and roaster is a third generation coffee man with over 66 years of experience. "David cups each and every new shipment of green coffee beans," says Sterling Moon President, Anthony S. Dallmann-Jones, Ph.D., "because our claim to fame is selling only the highest quality beans from all over the world."

Explaining Sterling Moon's rising Dallmann-Jones states, "I was getting disheartened with the fast-food/Walmart mentality that was contaminating the specialty coffee business, but I didn't have the money to compete with the dominating Goliaths. Spending as much time as I do on the 'Net, I saw an opening to use e-commerce to supply fresh-roasted specialty coffee to 'Netizens like me who love quality gourmet beans. Sterling Moon is not sold in stores anywhere. It's only available through our beautiful web-site. Surprisingly enough, the new high tech world of the Internet has blended very successfully with the age-old traditions of micro-roasting individually for each client."

Sterling Moon offers secure on-line ordering into their Wisconsin central office for their 88 coffees-roasted only as the orders are received. "Our second claim to fame next to the world's finest beans!" Dallmann-Jones exclaims. "The beans are stored green, which can be done almost indefinitely, but after an order hits our micro-roastery in St. Louis, the beans stay in constant motion until they reach the customer's home or office door. After being roasted in small batches they are sealed in one-way valve foil vacuum bags and shipped priority mail."

"It started as a hobby, but grew too intriguing not to build into a business," states Dallmann-Jones. "It has been a lot of work, but it's never dull selling something that people love and is also a top of the line product. It's fascinating dealing in the world's 2nd largest commodity (next to oil)."

When asked if Sterling Moon is successful Dallmann-Jones responds: "We have constant rave reviews about our coffee. We have only had a web presence since October '98 and the growing number of repeat customers we have is evidence that we are on the right track. Of course, the most important sign of success is that our on-line business is starting to show a profit in less than a year-and I'll hoist a mug of Blue Nile Blend to that!"

Sterling Moon Specialty Coffees are viewable and orderable on the Web at http://www.sterlingmoon.com

Source: DigitialWork http://www.digitalwork.com