The Financial Industry Regulatory Authority announced the effectiveness of the company's name change to Havana Roasters Coffee Companies Inc., with the final ticker symbol change to THRC completing the rebranding process on February 24, 2026. This transition marks a significant corporate evolution from North America Frac Sand, Inc. to a premium Cuban-style coffee brand with operations in Florida and a growing presence in Los Angeles.
The company's CUSIP number has changed to US65670R201, effective January 23, 2026, though existing shareholders require no action regarding these changes. Shareholders' accounts managed through the company's transfer agent will automatically reflect the new ticker symbol and CUSIP number. More information about the company's operations and strategy is available at thehrccompanies.com.
This corporate transformation represents a strategic shift in business focus with implications for investors and the specialty coffee market. The change from industrial commodities to consumer goods reflects broader market trends toward premium food and beverage brands, particularly those with distinct cultural identities like Cuban-style coffee. The company's multi-channel growth strategy aims to scale the Havana Roasters Coffee brand across wholesale, retail, franchise, and e-commerce markets.
The rebranding's completion signals the company's commitment to its new direction and provides clearer market identification for investors. As the exclusive license holder and commercialization arm for Havana Roasters Coffee, the company now develops and markets artisan-roasted coffees, consumer packaged goods, food and beverage offerings, retail and franchise concepts, and hospitality services. The original release detailing this corporate transition can be viewed on www.newmediawire.com.
This development matters because it demonstrates how companies can fundamentally transform their business models to adapt to changing consumer preferences and market opportunities. The shift from industrial sand operations to premium coffee reflects broader economic transitions toward specialty consumer goods and away from certain commodity sectors. For investors, the clearer branding and ticker symbol provide better transparency about the company's current operations and future direction.
The company's expansion from Florida to Los Angeles indicates growing national ambitions for the Cuban-style coffee market segment. This corporate evolution could influence other companies considering similar transformations and may affect competitive dynamics in the specialty coffee industry. The successful completion of this rebranding process establishes a clearer corporate identity as the company executes its growth strategy across multiple market channels.
