THE BAD ASS COFFEE COMPANY OPENS AMID PROTESTS FROM IMAGE CONSCIOUS" UNIVERSITY OF ALABAMA.

The Bad Ass Coffee Company in Tuscaloosa, Alabama has found themselves in the middle of a "clean up Tuscaloosa" controversy...and apparently that includes businesses with the word "ASS" spelled out in large neon letters on the side of the building!

The University of Alabama and the City of Tuscaloosa have taken steps of recent to clean up" the area of town known to students, residents and alumni as The Strip". Bars have been forced to close early. Late-night liquor sales are restricted. Sofas are banned from front porches and cars from front yards. When your college is consistently ranked near the top of annual Top Party Schools" lists by the likes of Playboy and The Princeton Review, action must be taken. The University of Alabama has long been a hotbed of controversy and C-Span, CNN, and the Associated Press have all covered these events, including, the sofa issue.

The newest addition to The Strip", The Bad Ass Coffee Company, which will host their Grand Opening on Saturday, February, 22nd, sits less than a few hundred feet from campus and has begun to cause a stir among administration, faculty, students, and local residents. The Bad Ass Coffee Company, based in Salt Lake City, Utah is a Hawaiian-themed coffee shop that features 100% Hawaiian-grown Kona coffee. Kona coffee is the only coffee grown in the United States and is still transported down from the plantations by stubborn Kona Nightingale Donkeys. This breed of donkey is very strong and very agile, but is known to be one of the most stubborn breeds of donkeys, hence the name The Bad Ass Coffee Company". The logo of the company features a sullen-faced donkey laden with sacks of Kona Coffee and the words Bad Ass". The word ASS" spelled out in 24" neon letters is apparently what all of the fuss is about.

Long time Alabama fan and state employee Todd Connell, when asked about the sign while leaving a basketball game, replied, I dont really drink coffee, but I probably wouldnt patronize a business that used that kind of language on their signs". A poll of several dozen students leaving the bar across the street yielded clearly different results. While giving away T-shirts, and other coffee gear, employees of The Bad Ass Coffee Company were treated to nothing but praise. Kim Cole, age 23, a Senior PR major stated, I don't think it will bother the teachers or students too much but I think it will bother the people who are trying to "clean up Tuscaloosa".

When asked for a comment, one of the owners stated, We didnt decide to go with this company because we thought it would be the easiest venture. We chose The Bad Ass Coffee Company because their products were second to none and we really liked the Hawaiian theme. We partied in college and we have a good time now. We are trying to attract the kind of customer that has fun. Thats what we are all about -- fun".

In addition to serving 100% Kona Coffee, The Bad Ass Coffee Company offers sandwiches, salads and a full line of Bad Ass Gear" including magnets, shirts, hats, and boxers.

The Bad Ass Coffee Company will be having their Grand Opening Saturday, February 22nd, 2003 and they are located at 1130 University Blvd., Tuscaloosa, Alabama.

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If youd like more information about The Bad Ass Coffee Company, please contact Robert Derieux or
Forrest Doles, at (205) 759-9292