Havana Roasters Coffee Companies Inc. (OTC: NAFSD) has completed its corporate rebranding and received regulatory approvals from FINRA, marking a significant milestone in its transformation from North American Frac Sand, Inc. to a multi-channel premium coffee and hospitality company. The company's common stock began trading under the new name effective January 29, 2026, with its trading symbol designated as OTC: NAFSD for twenty trading days before adopting the permanent symbol OTC: THRC. This rebranding reflects the company's completed change in control following the acquisition of a 100% controlling interest by HRC Holdings Corp., the exclusive license holder of the Havana Roasters Coffee™ brand and related intellectual property.
The strategic shift positions Havana Roasters Coffee Companies Inc. as a scalable, revenue-focused coffee platform with a diversified business model. The company is building revenue across multiple channels including wholesale distribution of packaged coffee and consumer packaged goods, company-operated retail locations in targeted metropolitan areas, franchise development for cafes and kiosks, branded food and beverage programs supporting retail and hospitality operations, ready-to-drink product development scheduled for upcoming market entry, roasting and co-packing services to expand throughput, and mobile hospitality platforms including coffee trucks and catering. This multi-channel structure provides multiple points of entry for growth, which is particularly important for companies developing early-stage consumer brands.
While the company remains in a growth and build-out phase, management has focused on executing foundational initiatives designed to support scalable operations in 2026 and beyond. Recent operational highlights include expanded roasting and production capabilities, advanced development of the company's franchise model, added wholesale accounts and expanded regional distribution activities, progressed build-outs for initial branded retail locations, and advanced ready-to-drink formulation and production planning. More information about the company's operations is available at thehrccompanies.com.
Near-term catalysts expected to drive increased visibility for the Havana Roasters Coffee™ brand include the opening of initial retail locations, release of an updated e-commerce and subscription platform, introduction of franchise offerings, expansion of hospitality operations including mobile units, and milestones tied to ready-to-drink pilot production and launch preparation. These initiatives are expected to position the company for significant revenue growth in 2026.
Gabriel Martinez, Chairman and CEO, stated that completing the rebrand represents a major step in aligning the company's public identity with the business being actively built. "We now have the proper corporate foundation in place to scale," Martinez said. "Investors look for companies with both a credible operating plan and catalysts. Over the past 18 months, we've focused on strengthening our operational capabilities, expanding distribution, advancing franchise programs, and preparing our retail and RTD strategies. With regulatory approvals finalized, we are now positioned to convert these initiatives into commercial growth."
The company believes Havana Roasters Coffee™ has a unique positioning within the premium coffee market, and its expanding platform creates multiple opportunities to build long-term value for shareholders. Existing shareholders do not need to take any action regarding the name or symbol change, as all shareholdings will be automatically updated by VStock Transfer, LLC, the company's transfer agent. The original release can be viewed on www.newmediawire.com.
