The corporate name and ticker symbol changes for Havana Roasters Coffee Companies Inc. have received approval from FINRA, completing the company's transition from North American Frac Sand, Inc. The company's common stock began trading under the new name effective January 29, 2026, with the temporary symbol OTC: NAFSD transitioning to the permanent OTC: THRC designation after twenty trading days.
This rebranding represents the culmination of a strategic transformation 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 company had been operating as HRC Coffee Roasters LLC on a DBA basis since May 2023, and with regulatory approvals now finalized, it moves forward under a unified corporate identity aligned with its long-term growth strategy.
Havana Roasters Coffee™ is a premium Cuban-style coffee brand built around authentic heritage roasting techniques. As the exclusive license holder, the company now controls the commercialization pathway for all Havana Roasters Coffee-branded products and services. The company is building a diversified revenue model across multiple channels including wholesale distribution of packaged coffee and related CPG products, 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, roasting and co-packing services, and mobile hospitality platforms including coffee trucks and catering.
This multi-channel structure provides multiple points of entry for growth and traction, an important consideration for companies developing early-stage consumer brands. While the company is 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 franchise model, added wholesale accounts and expanded regional distribution activities, progressed build-outs for initial branded retail locations, and advanced RTD formulation and production planning.
Near-term catalysts 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 RTD pilot production and launch preparation. These items are expected to drive increased visibility for the Havana Roasters Coffee™ brand and 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. He noted that investors look for companies with both credible operating plans and catalysts, and that over the past 18 months, the company has focused on strengthening operational capabilities, expanding distribution, advancing franchise programs, and preparing retail and RTD strategies. With regulatory approvals finalized, the company is now positioned to convert these initiatives into commercial growth.
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. More information is available at thehrccompanies.com.
