Lexington, KY, September 29, 2017 – Coffee and charity, what could be a better combination? Whether you are a fan of champion 3 year old filly Rags to Riches or harness racing legend Foiled Again, or just a fan of a good cup of coffee, you are in luck.  To kick off National Coffee Day with a buzz, New Vocations is announcing its partnership with the Equo Vitae Foundation to bring you a specialty line of coffee that was inspired by these amazing equine athletes.

This venture was developed by Dan Kelliher, who recognized that there is a great need for constant, recurring sources of funding for racehorse aftercare initiatives and began the Equo Vitae (For the Horse, Life) Foundation to fill this void. The Foundation’s efforts will focus on creating a variety of revenue streams for aftercare funding, including its first release–the Equo Vitae Coffee Collection.

“Coffee reaches across the spectrum of horse racing fans, horse racing participants, sports fans, horse players and general marketplace consumers,” said Kelliher. “We’ve put together a program featuring high-quality, specialty grade coffee, fair trade sourced, contained in packaging that’s environmentally conscious, with profits helping to support an important area of need for our industry.”

“When Dan shared his idea for this coffee with me, I knew he was on to something,” said New Vocations Development Director Mandi Ford. “Horse people tend to love caffeine, whether you are staying up all night waiting for a foal to drop, training yearlings to race, getting up early to get to the track to cheer on your favorite horse from the stands, or caring for these horses when they leave the track, coffee is essential to making it all happen.”

The Foiled Again Classic Medium Roast is described as a medium roast with tart lime, chocolate, bright fruit and ends with a tangy finish. The Rags to Riches Sunshine Roast is a sweet and balanced coffee with tangy citric acidity and a smooth mouthfeel. It has flavors of chocolate, green grape, almond and finishes with an herbal aftertaste. The 12-ounce bags are $13.75 per bag and can be ordered in whole bean or custom ground. A portion of the proceeds of the Foiled Again and Rags to Riches blends will benefit New Vocations.

You can order the Foiled Again coffee HERE and the Rags to Riches coffee HERE.

Proceeds from coffee sales will be directed to several aftercare organizations in order to assist with equine care and program support costs, including New Vocations, Old Friends, and A Home for Every Horse. Additionally, profits from the First Down Dash-Legends Morning Blend will be donated to The Scoop Vessels Scholarship Fund, managed by the American Quarter Horse Association.

For additional information, contact the New Vocations at (603) 496-9295.


About the Equo Vitae Foundation:  

Utilizing Newman’s Own brand as a model, Equo Vitae’s goal is to provide consistent funding for race horse retirement programs. A variety of ideas will be pursued by the Foundation, including product initiatives, strategic group purchasing opportunities and lobbying efforts focused on

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