Force Fuels Inc. Letter to Shareholders, by Bob McNulty, Chairman

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Force Fuels Inc. Letter to Shareholders, by Bob McNulty, Chairman

Next Twelve Month Agenda

HENDERSON, NV / ACCESSWIRE / July 21, 2014 / Cafe Serendipity Inc. a wholly owned subsidiary Force Fuels Inc. (OTC Pink: FOFU) (PINKSHEETS: FOFU) (the "Company") is pleased to announce the following letter to shareholders. The letter to shareholders can also be found at the following link:


Dear Shareholders,

As your new Chairman it gives me great pleasure to announce the following agenda for the company in the coming year. I'm delighted to announce the next 12 months should prove to be extremely interesting for Force Fuels and its newly acquired brand Cafe Serendipity ( ). Much like the demise of prohibition in 1933 for alcohol, there is tremendous opportunity and leverage for professional business to come in and help scale and shape the landscape in an industry where the customer has overwhelming demand. 

Our long term view and approach to this industry is based on our combined experience of over 75 years in the retail industry. The retail industry has always been in a constant evolutionary process; naturally searching for the next big shift. Management has assembled a plan to participate in one of the largest consumption medicinal and recreational shifts of the century. We believe as State laws continually change to legalize the use of medicinal and recreational use of marijuana, the federal laws will change also to accommodate the states and also to take advantage of the taxes that are and will be generated by the sales tax on a federal level. Once this occurs then you will see a different dynamic take place within the retail space, be it at the recreational or dispensary business level. The future will be significantly different than it is today. The fundamentals of retailing will become more important than ever. The stores will need to evolve in many aspects of the business because there will be downward pressure on margins thus pushing retailers to compete in the market. The essentials of branding, marketing, advertising, technology, product development, real estate and having a strong retail management group will start to emerge. The clear winners in the space are likely not even in the business today. Over time the winners will be the management teams that understand the commitment to excellence in customer service and have a strong discipline and passion for retail. These dynamics will push companies to think about employing multiple strategies to achieve long term growth thus creating a national retail stores brand. 

The next 12 months we will be taking a 4 pronged approach to the build out of the Café Serendipity brand and the development of 4 cornerstones in the build out of the company.

1)     Intellectual Property and Operating Systems : 

The company is currently is currently developing unique and proprietary Intellectual property that will be extremely beneficial to our franchisors and partners in merchandising, POS systems and even banking. Management believes this will be a key cornerstone in the how we as a company distinguishes ourselves from the competition. Our goal on this prong is to be providing real tangible benefits to our participating merchants using our platforms. The current marketplace is extremely unorganized, with very little structure in terms of POS (Point of sale systems).

Banking is nonexistent as it conflicts with federal banking laws. We are currently in development of systems which aim to be a solution for our participating partners.

2)     Franchise and In Store branded commerce

Much like Starbucks did for coffee over the past 20 years, we plan on building a reliable, trusting, high-level lifestyle brand that consumers can count on a consistent brand on a national basis. We believe there is a big opportunity where consumers want to experience the same trusted products at multiple locations. Additionally, these products act well with referrals that can link with a brand. The company is currently building out a scalable model whereby partners can purchase franchise locations and existing dispensaries can participate with branded similar products at multiple locations. The industry is entirely ripe to develop, duplicate and roll out consistent store concepts as well as merchandising branded boutiques. 

3)     Product Development, Science and Technology:

We are bringing in extremely talented management teams with diverse skill sets to help build, brand and distribute our unique product line that includes accessories, apparel, coffee and teas, bakery and other edibles, lotions, marijuana and oils. Consistency of high quality merchandise and interesting product lines will be the key to building out our product category mix. 

4)     Merger and Acquisition's 

Currently this industry is extremely fragmented with no real dominant player within the industry. There is a unique strategy that can be implemented that entails incorporating a type of roll up and acquisition strategy at the branded level while in keeping with federal and state laws.  This will incorporate nicely and allows us an advance footprint within the marketplace, 

About Cafe Serendipity Inc. Based in Henderson, Nevada: Cafe Serendipity Inc. is a builder of upscale turnkey franchises, technology and science to the recreational and medical marijuana industry. The company plans to market a unique product line of accessories, apparel, coffee and teas, bakery and other edibles, lotions, marijuana and oils through a coast to coast franchise and dealer network.

Safe Harbor: This release contains statements that constitute forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. These statements appear in a number of places in this release and include all statements that are not statements of historical fact regarding the intent, belief or current expectations of High Performance Beverage Company, its directors or its officers with respect to, among other things: (i) financing plans; (ii) trends affecting its financial condition or results of operations; (iii) growth strategy and operating strategy. The words "may," "would," "will," "expect," "estimate," "can," "believe," "potential" and similar expressions and variations thereof are intended to identify forward-looking statements. Investors are cautioned that any such forward-looking statements are not guarantees of future performance and involve risks and uncertainties, many of which are beyond Force Fuels Inc. ability to control, and that actual results may differ materially from those projected in the forward-looking statements as a result of various factors. More information about the potential factors that could affect the business and financial results is and will be included in Force Fuels Inc. filings with the Securities and Exchange Commission and/or the company's website. 

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SOURCE: Cafe Serendipity Inc