Castle Rock, CO, September 18, 2017 – Recognizing a need for consistent, recurring sources of funding for racehorse aftercare initiatives, the Equo Vitae (For the Horse, Life) Foundation has been formed 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. The developer of the concept, Dan Kelliher, feels “there is a need to do a better job bringing new ideas forward and in creating reliable long-term revenue sources. Too often we look to the same generous people to fund or solve the needs of our industry, and coffee reaches across the spectrum of horse racing fans, horse racing participants, sports fans, horse players and general marketplace consumers.” Kelliher continues, “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.”
The initial product line announced today includes five high quality, gourmet coffee blends, each honoring notable racehorses from the Quarter Horse, Thoroughbred and Harness racing worlds. Produced in partnership with Erie Coffee Roasters, the Equo Vitae Coffee Collection features unique package designs and artful blends, including First Down Dash-Legends Morning Blend, Foiled Again-Classic Medium Roast, Game On Dude-Dark Mountain Blend, Rags to Riches-Sunshine Roast and War Emblem-Dark Bean Roast. The coffee collection is shipping now, with orders now being accepted and filled. 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.
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 racing commissions for regulatory support. The Foundation is the brainchild of founder Dan Kelliher, a lifelong horseman and racing aficionado, who says “I love horseracing and wanted to show some direct, personal investment in making a difference in the lives of the horses. Capturing new revenue streams for the care of our horses as they transition from the racing world to other careers or retirement is an effort I’m happy to commit resources to.”
Erie Coffee Roasters is a specialty coffee roastery nestled in beautiful Erie, CO, just East of the Rockies. Part of the mission of Erie Coffee Roasters is to support Non-Profit organizations via their private labeling program, which contributes a significant portion of proceeds to the non-profit. Programs to date include partnerships with American Cancer Society, Colorado Therapeutic Riding Center, Meals on Wheels, and now, the Equo Vitae Foundation.
For more information or to order, visit https://www.eriecoffeeroasters.com/collections/equo-vitae-collection