<DOCUMENT>
<TYPE>EX-99.3
<SEQUENCE>10
<FILENAME>b332774_ex99-3.txt
<DESCRIPTION>CONSENT
<TEXT>
<PAGE>

                                                                    Exhibit 99.3

                                     CONSENT

The undersigned hereby consents, pursuant to Rule 438 promulgated under the
Securities Act of 1933, as amended, to his being named as about to become a
director of Coffee Holding Co., Inc. in such Company's Registration Statement on
Form SB-2.


                                         /s/ Robert M. Williams
                                         -------------------------------------
                                         Robert M. Williams

August 10, 2004

</TEXT>
</DOCUMENT>
