<SEC-DOCUMENT>0001654954-20-003685.txt : 20200401
<SEC-HEADER>0001654954-20-003685.hdr.sgml : 20200401
<ACCEPTANCE-DATETIME>20200401163132
ACCESSION NUMBER:		0001654954-20-003685
CONFORMED SUBMISSION TYPE:	DEFA14A
PUBLIC DOCUMENT COUNT:		1
FILED AS OF DATE:		20200401
DATE AS OF CHANGE:		20200401
EFFECTIVENESS DATE:		20200401

FILER:

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			COFFEE HOLDING CO INC
		CENTRAL INDEX KEY:			0001007019
		STANDARD INDUSTRIAL CLASSIFICATION:	WHOLESALE-GROCERIES & RELATED PRODUCTS [5140]
		IRS NUMBER:				113860760
		STATE OF INCORPORATION:			NV
		FISCAL YEAR END:			1031

	FILING VALUES:
		FORM TYPE:		DEFA14A
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-32491
		FILM NUMBER:		20765799

	BUSINESS ADDRESS:	
		STREET 1:		3475 VICTORY BLVD
		CITY:			STATEN ISLAND
		STATE:			NY
		ZIP:			10314
		BUSINESS PHONE:		7188320800

	MAIL ADDRESS:	
		STREET 1:		3475 VICTORY BLVD
		CITY:			STATEN ISLAND
		STATE:			NY
		ZIP:			10314

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	TRANSPACIFIC INTERNATIONAL GROUP CORP
		DATE OF NAME CHANGE:	19960201
</SEC-HEADER>
<DOCUMENT>
<TYPE>DEFA14A
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<FILENAME>jva_defa14a.htm
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<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-weight: bold; font-size: 13px; font-family: Times New Roman">UNITED
STATES</font></div>
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-weight: bold; font-size: 13px; font-family: Times New Roman">SECURITIES
AND EXCHANGE COMMISSION</font></div>
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-weight: bold; font-size: 13px; font-family: Times New Roman">WASHINGTON,
D.C.&#xA0;&#xA0;20549</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-weight: bold; font-size: 16px; font-family: Times New Roman">SCHEDULE
14A INFORMATION</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-weight: bold; font-size: 13px; font-family: Times New Roman">Proxy
Statement Pursuant to Section 14(a) of the Securities Exchange Act
of 1934</font></div>
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font>(Amendment No. __)</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman"><a name="tab2"><!--EFPlaceholder--></a>Filed by the Registrant&#xA0;&#xA0;
&#x2611;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">Filed by a Party
other than the Registrant&#xA0;&#xA0; &#x2610;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">Check the
appropriate box:</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2610;&#xA0;
Preliminary Proxy Statement</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2610;&#xA0;
Confidential, For Use of the Commission Only (As Permitted by Rule
14a-6(e)(2))</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2610;&#xA0;
Definitive Proxy Statement</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2611;&#xA0;
Definitive Additional Materials</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2610;&#xA0;
Soliciting Material under Rule 14a-12</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: auto; margin-right: auto;">
<table cellpadding="0" cellspacing="0" style="text-align: left; width: 45%; margin-left: auto; margin-right: auto; font-size: 13px; font-family: Times New Roman">
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<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-weight: bold; font-size: 16px; font-family: Times New Roman"><font style="font-weight: bold; font-family: Times New Roman; font-size: 24px">
Coffee Holding Co., Inc.</font>&#xA0;</font></div>
</td>
</tr><tr>
<td style="width: 100%">
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-style: italic; font-size: 13px; font-family: Times New Roman">
(Name of Registrant as Specified In Its Charter)</font></div>
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</tr><tr>
<td style="width: 100%; border-bottom: 2px solid black">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#xA0;</font></div>
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<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-style: italic; font-size: 13px; font-family: Times New Roman">
(Name of Person(s) Filing Proxy Statement, if other than the
Registrant)</font></div>
</td>
</tr></table>
</div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">Payment of Filing
Fee (Check the appropriate box):</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2611;&#xA0; No
fee required</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2610;&#xA0; Fee
computed on table below per Exchange Act Rules 14a-6(i)(1) and
0-11.</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 60px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">(1)&#xA0;&#xA0;Title
of each class of securities to which transaction
applies:</font></div>
<div style="text-align: left; margin-left: 60px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">(2)&#xA0;&#xA0;Aggregate
number of securities to which transaction applies:</font></div>
<div style="text-align: left; margin-left: 84px; margin-right: 0px; text-indent: -24px"><font style="font-size: 13px; font-family: Times New Roman">(3)&#xA0;&#xA0;Per
unit price or other underlying value of transaction computed
pursuant to Exchange Act Rule</font> <font style="font-size: 13px; font-family: Times New Roman">0-11 (set forth the
amount on which the filing fee is calculated and state how it
was&#xA0;determined):</font></div>
<div style="text-align: left; margin-left: 60px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">(4)&#xA0;&#xA0;Proposed
maximum aggregate value of transaction:</font></div>
<div style="text-align: left; margin-left: 60px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">(5)&#xA0;&#xA0;Total
fee paid:</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2610;&#xA0; Fee
paid previously with preliminary materials.</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#x2610;&#xA0; Check
box if any part of the fee is offset as provided by Exchange Act
Rule 0-11(a)(2) and identify the filing for which the offsetting
fee was paid previously. Identify the previous filing by
registration statement number, or the form or schedule and the date
of its filing.</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 60px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">(1)&#xA0;&#xA0;Amount
Previously Paid:</font></div>
<div style="text-align: left; margin-left: 60px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">(2)&#xA0;&#xA0;Form,
Schedule or Registration Statement No.:&#xA0;</font></div>
<div style="text-align: left; margin-left: 60px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">(3)&#xA0;&#xA0;Filing
Party:&#xA0;</font></div>
<div style="text-align: left; margin-left: 60px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">(4)&#xA0;&#xA0;Date
Filed:</font></div>
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<font style="font-weight: bold; font-family: Times New Roman; font-size: 24px">
COFFEE HOLDING CO., INC.</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;</font></div>
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-weight: bold; font-family: Times New Roman; font-size: 13px">
ADDITIONAL INFORMATION REGARDING THE ANNUAL MEETING OF
STOCKHOLDERS</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;</font></div>
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-weight: bold; font-family: Times New Roman; font-size: 13px">
TO BE HELD ON THURSDAY, APRIL&#xA0;23, 2020</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">The
following Notice of Change of Location relates to the proxy
statement (the &#x201C;<font style="font-weight: bold">Proxy
Statement</font>&#x201D;) of Coffee Holding Co., Inc. (the
&#x201C;<font style="font-weight: bold">Company</font>&#x201D;),
dated February 28, 2020, furnished to stockholders of the Company
in connection with the solicitation of proxies by the Board of
Directors of the Company for use at the Annual Meeting of
Stockholders (the &#x201C;<font style="font-weight: bold">Annual
Meeting</font>&#x201D;) to be held on Thursday, April&#xA0;23, 2020
at 3:00 p.m. Eastern time. This supplement to the Proxy Statement
(&#x201C;<font style="font-weight: bold">Supplement</font>&#x201D;)
is being filed with the Securities and Exchange Commission and is
being made available to stockholders on or about April 1,
2020.</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;</font></div>
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-weight: bold; font-family: Times New Roman; font-size: 13px">
THIS SUPPLEMENT SHOULD BE READ IN CONJUNCTION WITH THE PROXY
STATEMENT.</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;</font></div>
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">* *
*</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-weight: bold; font-family: Times New Roman; font-size: 13px">
FOR IMMEDIATE RELEASE:</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-weight: bold; font-family: Times New Roman; font-size: 13px">
Coffee Holding Co., Inc. Changes its Annual Meeting of Stockholders
to a Virtual Format</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px"><font style="font-weight: bold">
STATEN ISLAND, New York &#x2013; April 1, 2020.</font> Coffee
Holding Co., Inc. (Nasdaq: JVA) (the &#x201C;Company&#x201D;) today
announced that the location of its 2020 Annual Meeting of
Stockholders will be changed from an in person meeting to a virtual
format. The 2020 Annual Meeting of Stockholders (the &#x201C;Annual
Meeting&#x201D;), which was previously announced in the
Company&#x2019;s Notice of 2020 Annual Meeting and Proxy Statement
and filed with the Securities and Exchange Commission
(&#x201C;SEC&#x201D;) on February 28, 2020, and originally mailed to
stockholders on or about February 28, 2020, will still be held on
April 23, 2020 at 3:00 p.m. Eastern time, but in a virtual meeting
format only, available at <font style="font-weight: bold; text-decoration: underline">https://www.iproxydirect.com/JVA</font>.
In order to attend the virtual Annual Meeting, stockholders must
enter the control number found on their proxy card or voting
instruction form which stockholders previously
received.</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;<br></font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">Due to
the emerging public health impact of the coronavirus outbreak
(COVID-19) and to support the health and well-being of the
Company&#x2019;s employees, stockholders, and partners, the location
of the Company&#x2019;s Annual Meeting has been changed. As
previously announced, the Annual Meeting will be held on Thursday,
April&#xA0;23, 2020 at 3:00 p.m. Eastern time. In light of public
health impact described above, the Company has decided to hold the
Annual Meeting in a virtual meeting format only. Stockholders will
not be able to attend the Annual Meeting physically.</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;<br></font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">As
described in the proxy materials for the Annual Meeting dated
February 28, 2020, stockholders are entitled to notice of, and to
vote at the Annual Meeting, if they were a stockholder of record as
of the close of business on February 25, 2020, the record date.
Stockholders may vote during the Annual Meeting by following the
instructions available on the meeting website, <font style="font-weight: bold; text-decoration: underline;">https://www.iproxydirect.com/JVA</font>,
during the meeting. Whether or not stockholders plan to virtually
attend the Annual Meeting, the Company urges stockholders to vote
and submit their proxy in advance of the meeting by one of the
methods described in the proxy materials for the Annual Meeting.
The proxy card included with the proxy materials previously
distributed will not be updated to reflect the change in location
and may continue to be used to vote stockholders&#x2019; shares in
connection with the Annual Meeting. If you hold your shares&#xA0;in
a brokerage account in your broker&#x2019;s or another
nominee&#x2019;s name (held in &#x201C;street name&#x201D;), you are a
beneficial owner and you should follow the
voting&#xA0;directions&#xA0;provided by your broker or
nominee.</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;<br></font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">To
access the Company&#x2019;s Notice of 2020 Annual Meeting and Proxy
Statement as filed with the SEC on February 25, 2020 online, please
visit the SEC&#x2019;s website at www.sec.gov.</font></div>
<div><font style="font-family: Times New Roman; font-size: 10">&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-style: italic; font-family: Times New Roman; font-size: 13px">
About Coffee Holding</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 48px">
<font style="font-family: Times New Roman; font-size: 13px">Coffee
Holding Co., Inc. is a leading integrated wholesale coffee roaster
and dealer in the United States and one of the few coffee companies
that offers a broad array of coffee products across the entire
spectrum of consumer tastes, preferences and price points. Coffee
Holding has been a family-operated business for three generations
and has remained profitable through varying cycles in the coffee
industry and the economy. The Company&#x2019;s private label and
branded coffee products are sold throughout the United States,
Canada and abroad to supermarkets, wholesalers, and individually
owned and multi-unit retail customers.</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
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<div id="ftr">
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<div id="hdr">
<div style="text-align: right; width: 100%"><font style="font-family: Times New Roman; font-size: 11px">&#xA0;</font></div>
</div>
</div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px;">&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-weight: bold; font-family: Times New Roman; font-size: 13px">
Forward looking statements</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px; text-indent: 48px">
<font style="font-family: Times New Roman; font-size: 13px"><font style="font-style: italic; font-size: 13px">Any statements that are not
historical facts contained in this release are
&#x201C;forward-looking statements&#x201D; within the meaning of the
Private Securities Litigation Reform Act of 1995, including the
Company&#x2019;s outlook on the revenue growth at Steep N Brew and
Comfort Foods. Forward-looking statements include statements with
respect to our beliefs, plans, objectives, goals, expectations,
anticipations, assumptions, estimates, intentions, and future
performance, and involve known and unknown risks, uncertainties and
other factors, which may be beyond our control, and which may cause
our actual results, performance or achievements to be materially
different from future results, performanceor achievements expressed
or implied by such forward-looking statements. All statements other
than statements of historical fact are statements that could be
forward-looking statements. We have based these forward-looking
statements upon information available to management as of the date
of this release and management&#x2019;s expectations and projections
about certain future events. It is possible that the assumptions
made by management for purposes of such statements may not
materialize. Such statements may involve risks and uncertainties,
including but not limited to those relating to product demand,
pricing, market acceptance, hedging activities, the effect of
economic conditions, intellectual property rights, the outcome of
competitive products, risks in product development, the results of
financing efforts, the ability to complete transactions</font>
<font style="font-style: italic; font-size: 13px; background-color: #FFFFFF">and
other factors discussed from time to time in the Company&#x2019;s
Securities and Exchange Commission filings</font><font style="font-style: italic; font-size: 13px">. The Company undertakes no
obligation to update or revise any forward-looking statement for
events or circumstances after the date on which such statement is
made.</font></font></div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
</div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px;">&#xA0;</font></div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-weight: bold">Company Contact</font></div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="text-align: left; color: rgb(29, 28, 29); font-style: normal; font-weight: 400; letter-spacing: normal; text-indent: 0px; text-transform: none; white-space: pre-wrap; display: inline !important; float: none; font-size: 13px; font-family: Times New Roman;">Coffee Holding Co., Inc.</font></div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="text-align: left; color: rgb(29, 28, 29); font-style: normal; font-weight: 400; letter-spacing: normal; text-indent: 0px; text-transform: none; white-space: pre-wrap; display: inline !important; float: none; font-size: 13px; font-family: Times New Roman;">Andrew Gordon</font></div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="text-align: left; color: rgb(29, 28, 29); font-style: normal; font-weight: 400; letter-spacing: normal; text-indent: 0px; text-transform: none; white-space: pre-wrap; display: inline !important; float: none; font-size: 13px; font-family: Times New Roman;">President &amp; CEO</font></div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font>718-832-0800</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-family: Times New Roman; font-size: 13px;">&#xA0;<br></font></div>
<div id="pgbrk" style="width: 100%; margin-left: 0px; text-indent: 0px; margin-right: 0px">
<div id="ftr">
<div style="text-align: left; width: 100%"><font style="font-family: Times New Roman; font-size: 11px">&#xA0;</font></div>
</div>
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<div id="hdr">
<div style="text-align: right; width: 100%"><font style="font-family: Times New Roman; font-size: 11px">&#xA0;</font></div>
</div>
</div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-family: Times New Roman; font-size: 13px;">&#xA0;</font></div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px;">&#xA0;</font></div>
<div style="text-align: left">
<table cellpadding="0" cellspacing="0" style="text-align: left; margin: 0px auto 0px 0px; width: 100%; font-family: inherit; font-size: inherit;">
<tr>
<td style="width: 70%;">
<div style="text-align: center"><font>&#xA0;<font style="font-weight: bold">COFFEE HOLDING CO.,
INC.</font><br></font></div>
</td>
<td style="width: 15%; border-top: 2px solid rgb(0, 0, 0); border-left: 2px solid rgb(0, 0, 0);">
<div style="text-align: right"><font>&#xA0;</font><font>CONTROL
ID:</font></div>
</td>
<td style="width: 15%; border-top: 2px solid rgb(0, 0, 0); border-right: 2px solid rgb(0, 0, 0);">
<br></td>
</tr><tr>
<td style="width: 70%;">
<div><font>&#xA0;</font></div>
</td>
<td style="width: 15%; border-bottom: 2px solid rgb(0, 0, 0); border-left: 2px solid rgb(0, 0, 0);">
<div style="text-align: right"><font>&#xA0;</font><font>REQUEST
ID:</font></div>
</td>
<td style="width: 15%; border-right: 2px solid rgb(0, 0, 0); border-bottom: 2px solid rgb(0, 0, 0);">
<br></td>
</tr></table>
</div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px;">&#xA0;</font></div>
<font style="font-family: Times New Roman; font-size: 13px;">&#xA0;</font><br>

<div style="text-align: left; margin-left: 0px; margin-right: 0px;">
<table cellpadding="0" cellspacing="0" style="text-align: left; width: 100%; font-size: 13px; font-family: Times New Roman">
<tr>
<td colspan="8" style="width: 85%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#xA0;</font></div>
</td>
</tr><tr>
<td colspan="8" style="width: 85%">
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-variant: small-caps; font-weight: bold; font-size: 13px; font-family: Times New Roman">
<font style="font-size: 16px">IMPORTANT NOTICE
REGARDING<br></font></font></div>
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-family: Times New Roman; font-size: 13px;"><font style="font-weight: bold; font-variant: small-caps; color: rgb(0, 0, 0);">
</font><font style="font-weight: bold; color: rgb(0, 0, 0);"><font style="font-size: 16px">A CHANGE OF THE LOCATION OF THE ANNUAL MEETING OF
STOCKHOLDERS</font></font><br></font></div>
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font>&#xA0;</font></div>
</td>
</tr><tr>
<td colspan="2" style="width: 15%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#xA0;</font></div>
</td>
<td style="width: 15%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-variant: small-caps; font-weight: bold; font-size: 13px; font-family: Times New Roman">
DATE:</font></div>
</td>
<td colspan="5" style="width: 56%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">APRIL 23,
2020<br></font></div>
</td>
</tr><tr>
<td colspan="2" style="width: 15%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#xA0;</font></div>
</td>
<td style="width: 15%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-variant: small-caps; font-weight: bold; font-size: 13px; font-family: Times New Roman">
TIME:</font></div>
</td>
<td colspan="5" style="width: 56%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman"><font style="font-variant: small-caps"><font style="color: rgb(0, 0, 0); font-family: Times New Roman; font-size: 13px;">
3:00 P.M. LOCAL TIME</font></font></font></div>
</td>
</tr><tr>
<td colspan="2" style="width: 15%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-size: 13px; font-family: Times New Roman">&#xA0;</font></div>
</td>
<td style="width: 15%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font style="font-variant: small-caps; font-weight: bold; font-size: 13px; font-family: Times New Roman">
LOCATION:</font></div>
</td>
<td colspan="5" style="width: 56%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="text-decoration: underline; font-weight: bold; font-variant: small-caps; font-family: Times New Roman; font-size: 13px">
HTTPS://WWW.IPROXYDIRECT.COM/JVA</font></div>
</td>
</tr></table>
</div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font>&#xA0;</font></div>
<div style="text-align: justify; margin-left: 0px; margin-right: 0px;">
<table cellpadding="0" cellspacing="0" style="text-align: justify; width: 100%; font-family: Times New Roman; font-size: 13px">
<tr>
<td style="vertical-align: top; width: 100%;">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-variant: small-caps; font-family: Times New Roman; font-size: 13px">
THE 2020 ANNUAL MEETING OF STOCKHOLDERS (THE &#x201C;ANNUAL
MEETING&#x201D;) OF COFFEE HOLDING CO., INC. (THE
&#x201C;COMPANY&#x201D;) WILL STILL BE HELD ON APRIL 23, 2020 AT 3:00
P.M. EASTERN TIME, BUT IN A <font style="font-weight: bold">VIRTUAL
MEETING FORMAT ONLY.</font> <font style="font-weight: bold">STOCKHOLDERS MAY ATTEND THE ANNUAL MEETING BY
VISITING</font> <font style="font-weight: bold">&#xA0;HTTPS://WWW.IPROXYDIRECT.COM/JVA</font>.</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-variant: small-caps; font-family: Times New Roman; font-size: 13px">
IN ORDER TO ATTEND THE VIRTUAL ANNUAL MEETING, STOCKHOLDERS MUST
ENTER THE CONTROL NUMBER FOUND ON THEIR PROXY CARD OR VOTING
INSTRUCTION FORM WHICH STOCKHOLDERS PREVIOUSLY
RECEIVED.</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-variant: small-caps; font-family: Times New Roman; font-size: 13px">
AS DESCRIBED IN THE PROXY MATERIALS FOR THE ANNUAL MEETING DATED
FEBRUARY 28, 2020, ORIGINALLY MAILED TO STOCKHOLDERS ON OR ABOUT
FEBRUARY 28, 2020, STOCKHOLDERS OF THE COMPANY ARE ENTITLED TO
NOTICE OF, AND TO VOTE AT THE ANNUAL MEETING, IF THEY WERE A
STOCKHOLDER OF RECORD AS OF THE CLOSE OF BUSINESS ON FEBRUARY 25,
2020, THE RECORD DATE.</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px"><font style="font-variant: small-caps">
STOCKHOLDERS MAY VOTE DURING THE ANNUAL MEETING BY FOLLOWING THE
INSTRUCTIONS AVAILABLE ON THE MEETING WEBSITE,</font> <font style="font-weight: bold; font-variant: small-caps">HTTPS://WWW.IPROXYDIRECT.COM/JVA,</font>
<font style="font-variant: small-caps">DURING THE MEETING. WHETHER
OR NOT STOCKHOLDERS PLAN TO VIRTUALLY ATTEND THE ANNUAL MEETING,
THE COMPANY URGES STOCKHOLDERS TO VOTE AND SUBMIT THEIR PROXY IN
ADVANCE OF THE MEETING BY ONE OF THE METHODS DESCRIBED IN THE PROXY
MATERIALS FOR THE ANNUAL MEETING. THE PROXY CARD INCLUDED WITH THE
PROXY MATERIALS PREVIOUSLY DISTRIBUTED WILL NOT BE UPDATED TO
REFLECT THE CHANGE IN LOCATION AND MAY CONTINUE TO BE USED TO VOTE
STOCKHOLDERS&#x2019; SHARES IN CONNECTION WITH THE ANNUAL
MEETING.</font>&#xA0;<font style="font-variant: small-caps">IF YOU
HOLD YOUR SHARES&#xA0;IN A BROKERAGE ACCOUNT IN YOUR BROKER&#x2019;S
OR ANOTHER NOMINEE&#x2019;S NAME (HELD IN &#x201C;STREET
NAME&#x201D;), YOU ARE A BENEFICIAL OWNER AND YOU SHOULD FOLLOW THE
VOTING&#xA0;DIRECTIONS&#xA0;PROVIDED BY YOUR BROKER OR
NOMINEE.</font></font></div>
</td>
</tr><tr>
<td style="vertical-align: top; width: 100%">
<div><font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
</td>
</tr><tr>
<td style="vertical-align: top; width: 100%">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px">IF YOU
WANT TO RECEIVE A PAPER COPY OF THE PROXY MATERIALS YOU MUST
REQUEST ONE. THERE IS NO CHARGE TO YOU FOR REQUESTING A COPY. TO
FACILITATE TIMELY DELIVERY PLEASE MAKE THE REQUEST BEFORE APRIL 9,
2020.</font></div>
</td>
</tr><tr>
<td style="vertical-align: top; width: 100%">
<div><font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
</td>
</tr><tr>
<td style="vertical-align: top; width: 100%;">
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-variant: small-caps; font-family: Times New Roman; font-size: 13px">
<font style="color: #000000">YOU MAY ENTER YOUR VOTING INSTRUCTIONS
AT</font> <font style="font-weight: bold; color: #000000">HTTPS://WWW.IPROXYDIRECT.COM/JVA&#xA0;&#xA0;</font><font style="color: #000000">UNTIL
11:59 PM EASTERN TIME APRIL 22, 2020.</font></font></div>
</td>
</tr><tr>
<td style="vertical-align: top; width: 100%">
<div><font style="font-family: Times New Roman; font-size: 13px">&#xA0;</font></div>
</td>
</tr><tr>
<td style="vertical-align: top; width: 100%">
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-weight: bold; font-variant: small-caps; color: #000000; font-family: Times New Roman; font-size: 13px">
PLEASE NOTE - THIS IS NOT A PROXY CARD - YOU CANNOT VOTE BY
RETURNING THIS CARD</font></div>
</td>
</tr></table>
</div>
<div style="margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 13px;">&#xA0;</font><br>
</div>
<font>&#xA0;</font>
<div id="pgbrk" style="width: 100%; margin-left: 0px; text-indent: 0px; margin-right: 0px">
<div id="ftr">
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px; width: 100%"><font style="font-size: 13px; font-family: Times New Roman">&#xA0;</font></div>
<div style="text-align: center; margin-left: 0px; margin-right: 0px; text-indent: 0px; width: 100%"><font style="font-size: 13px; font-family: Times New Roman">&#xA0;</font></div>
</div>
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<div style="text-align: right; margin-left: 0px; margin-right: 0px; text-indent: 0px; width: 100%"><font style="font-size: 13px; font-family: Times New Roman">&#xA0;</font></div>
</div>
</div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 48px">
<font style="font-weight: bold; color: #000000; font-family: Times New Roman; font-size: 13px">
Coffee Holding Co., Inc.</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 48px">
<font style="color: #000000; font-family: Times New Roman; font-size: 13px">SHAREHOLDER
SERVICES</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 48px">
<font style="color: #000000; font-family: Times New Roman; font-size: 13px">1
Glenwood Ave Suite 1001</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 48px">
<font style="color: #000000; font-family: Times New Roman; font-size: 13px">Raleigh
NC 27603</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-weight: bold; font-size: 13px; font-family: Times New Roman">TIME
SENSITIVE SHAREHOLDER INFORMATION ENCLOSED</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-size: 24px; font-family: Times New Roman">IMPORTANT
SHAREHOLDER INFORMATION</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: center; margin-left: auto; margin-right: auto; text-indent: 0px"><font style="font-size: 24px; font-family: Times New Roman">YOUR VOTE IS
IMPORTANT</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div style="text-align: left; margin-left: 0px; margin-right: 0px; text-indent: 0px"><font>&#xA0;</font></div>
<div id="pgbrk" style="width: 100%; margin-left: 0px; text-indent: 0px; margin-right: 0px">
<div id="ftr">
<div style="text-align: left; width: 100%; margin-left: 0px; margin-right: 0px; text-indent: 0px">
<font style="font-family: Times New Roman; font-size: 11px">&#xA0;</font></div>
</div>
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</DOCUMENT>
</SEC-DOCUMENT>
