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THE "WHAT'S BEHIND THE BEST" SWEEPSTAKES OFFICIAL RULES

NO PURCHASE OR PAYMENT OF ANY KIND IS NECESSARY TO ENTER OR WIN THIS SWEEPSTAKES. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. ENTRY OPEN ONLY TO LEGAL RESIDENTS OF THE 48 CONTIGUOUS UNITED STATES AND DISTRICT OF COLUMBIA WHO ARE AT LEAST 18 YEARS OF AGE OR LEGAL AGE OF MAJORITY IN THEIR STATE OF RESIDENCE ON DATE OF ENTRY. Void in Alaska, Hawaii, Puerto Rico, all US territories and possessions, and where prohibited by law. This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.

1) SWEEPSTAKES CALENDAR AND TIMING: The "What's Behind the Best" Sweepstakes (the "Sweepstakes") starts February 22, 2010 at 12:00 Noon Pacific Time (PT) and ends May 28, 2010 at 11:59 AM PT (the "Sweepstakes Period"). The Sweepstakes will include (13) thirteen Weekly Entry Periods ("Weekly Entry Period") and Drawings and (1) one Grand Prize Drawing. All Weekly Entry Periods within the Sweepstakes Period begin at 12:00 NOON PT on the "Start" date and end at 11:59 AM PT on the "End" date shown below in the Weekly Entry Period Chart. Entries submitted during the Sweepstakes Period will be eligible for the Weekly Drawing in which entry was received and will also rollover into all remaining subsequent drawings. Limit one (1) entry per person during each Weekly Entry Period. Limit of one Weekly prize per person/household. Winner of any Weekly prize is still eligible to win Grand Prize. Example: All entries received between 12:00 Noon PT on February 22, 2010 and 11:59 AM PT on March 1, 2010 will be placed into the Week #1 Drawing and into all subsequent weekly drawings including the grand prize drawing. The Sponsor's computer is the official timekeeper for this Sweepstakes.

Weekly Entry Period Chart

Week #

1

2

3

4

5

6

7

8

9

10

11

12

13

Start Date

2/22

3/1

3/8

3/15

3/22

3/29

4/5

4/12

4/19

4/26

5/3

5/10

5/17

End Date

3/1

3/8

3/15

3/22

3/29

4/5

4/12

4/19

4/26

5/3

5/10

5/17

5/24

Drawing Date

3/3

3/10

3/17

3/24

3/31

4/7

4/14

4/21

4/28

5/5

5/12

5/19

5/26

Drawing Date for Grand Prize: May 28, 2010

All dates are 2010 calendar year.

2) ELIGIBILITY: This Sweepstakes is offered and open only to persons legally residing in one of the forty-eight (48) contiguous United States or Washington DC who are at least eighteen 18 years of age or age of majority in their state of residence on the date of entry in this Sweepstakes. Officers, directors and employees of the Colombian Coffee Federation ("Sponsor"), Marden-Kane, Inc. ("Administrator"), Causemedia Group, and each of their respective parent, subsidiary and affiliated companies, distributors, advertising, promotional and judging agencies, persons engaged in the development, production or distribution of materials for this Promotion (collectively, the "Promotion Entities") and the immediate family members (parent, child, sibling, and spouse of each) of and/or persons living in the same household as such individuals (whether related or not) are not eligible to participate. This Sweepstakes is void in Alaska, Hawaii, "Puerto Rico, all US territories and possessions, and where prohibited by law.

3) HOW TO ENTER: No purchase, entry fee, payment or proof-of-purchase necessary to participate. There are two (2) ways to enter this Sweepstakes: 1) You can enter the Sweepstakes through the "Share What's Behind the Best" application on the Facebook Platform. You can also find the application on the "What's Behind the Best" tab on the "What's Behind the Best" Page on Facebook; or 2) go to www.whatsbehindthebest.com and follow the on screen instructions to complete the Entry Form provided. As part of the Sweepstakes entry process, entrants will be required to indicate that they have read, accept and agree to be bound by these Official Rules including that they are at least 18 years of age. Limit one (1) entry per person during each Weekly Entry Period. Any individual who attempts to enter, or in the sole discretion of Sponsor is suspected of entering more than once or submits entries in excess of the disclosed maximum, by any means, including but not limited to establishing multiple e-mail accounts, will be disqualified from participation in this Sweepstakes. In the event of a dispute over the identity of any potential winner, the entry will be declared made by the authorized account holder of the email address submitted at the time of entry, and potential winner may be required to provide identification sufficient to show that he/she the authorized account holder of such email address. It is the sole responsibility of the entrant to notify the Sponsor in writing if the entrant changes his or her email, or postal address during the Sweepstakes Period. Proof of emailing does not constitute proof of delivery or entry. All entries become the property of Sponsor and will not be returned to entrant. Each entry submission must be manually key stroked and manually entered by the individual entrant; automated and/or repetitive electronic submission of entries (including but not limited to entries made using any script, macro, bot, or sweepstakes service) will be disqualified and transmissions from these or related email or IP addresses may be blocked. This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.

4) Prize Drawings and Notifications. A random drawing to select one potential Prize winner for each Weekly Entry Period and a Grand Prize winner will be conducted on or about the stated drawing dates from among all eligible entries received as outlined in the Weekly Entry Periods Chart that appears in Rule #1. Drawings will be conducted by Administrator, an independent judging organization whose decisions are final and binding on all matters relating to this Sweepstakes. Potential winners are subject to eligibility verification and compliance with these Official Rules. Administrator will notify potential winners by regular mail, email, or daytime phone number provided with entry within four (4) business days of the respective Weekly or Grand Prize drawing. Potential Grand Prize winner will be required to sign, have notarized and return to Administrator an Affidavit of Eligibility/Liability Release, and, where legal, publicity release within ten (10) days of issuance of notification. Acceptance of any prize constitutes permission for the Sponsor and its designees to use winners' names and likenesses for advertising and promotional purposes without additional compensation unless prohibited by law. Failure to complete and return the documents in the time noted or if prize notification is undeliverable will result in disqualification and an alternate winner(s) will be selected and notified. Odds of winning a prize are subject to the total number of eligible entries received.

5) PRIZES: One (1) Grand Prize: The Grand Prize Winner will receive a check for $10,000. Thirteen (13) Weekly Prizes: Each Weekly Prize Winner will receive fourteen (14) 2.5 oz bags of Colombian Coffee (ARV: $78.40). Approximate retail value of all prizes is $11,019.20. Prizes are non-transferable. No prize substitutions allowed. Sponsor reserves the right, in its sole discretion, to substitute a prize of equal or greater value if advertised prizes become unavailable. Prizes may not be sold, bartered or exchanged by any winner. All details of any prize not specified herein shall be determined solely by Sponsor. By accepting a prize, each winner acknowledges compliance with these Official Rules. All federal, state, or other tax liabilities arising from this Sweepstakes are the sole responsibility of each respective prize winner. Limit of one Weekly prize per person/household. Winner of any Weekly prize is eligible to win the Grand Prize.

6) CONDUCT: This Sweepstakes is subject to all federal, state and local laws/regulations. By entering this Sweepstakes, entrants agree to be bound by these Official Rules and the decisions of the judges that shall be final and binding in all respects. Failure to comply with these Official Rules may result in disqualification. Sponsor reserves the right at its sole discretion to disqualify any individual suspected of tampering with the entry process or the operation of the Sweepstakes; or to be acting in any manner deemed by Sponsor to be in violation of the Official Rules; or to be acting in any manner deemed by Sponsor to be unsportsmanlike or disruptive, or with intent to annoy, abuse, threaten or harass any other person. CAUTION: ANY ATTEMPT BY A USER OR ENTRANT OR ANY OTHER INDIVIDUAL TO DELIBERATELY DAMAGE ANY WEB SITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE SWEEPSTAKES IS A VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK DAMAGES AND COSTS (INCLUDING WITHOUT LIMITATION, ATTORNEYS' FEES) FROM ANY SUCH PERSON TO THE FULLEST EXTENT PERMITTED BY LAW.

7) LIMITATIONS OF LIABILITY: Promotion Entities, assume no responsibility or liability for (a) any incorrect or inaccurate entry information, or for any faulty, failed, garbled or jumbled electronic data transmissions; (b) any unauthorized access to, or theft, destruction or alteration of entries at any point in the operation of this Sweepstakes; (c) any technical malfunction, failure, error, omission, interruption, deletion, defect, delay in operation or communications line failure, regardless of cause, with regard to any equipment, systems, networks, lines, satellites, servers, computers or providers utilized in any aspect of the operation of the Sweepstakes; (d) inaccessibility or unavailability of the Internet or any combination thereof, or; (e) any injury or damage to participant's or to any other person's electronic device which may be related to or resulting from any attempt to participate in the Sweepstakes or download any materials in the Sweepstakes. If, for any reason, the Sweepstakes is not capable of running as planned for reasons which may include without limitation, infection by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures, or any other causes which may corrupt or affect the administration, security, fairness, integrity or proper conduct of this Sweepstakes, then Sponsor reserves the right at its sole discretion to cancel, terminate, modify or suspend the Sweepstakes in whole or in part.

8) ENTRANT RELEASES: All entrants, as a condition of entry into the Sweepstakes, agree to release Promotion Entities, and their respective parents, subsidiaries, affiliates, divisions, distributors, suppliers, printers, application developers, distributors and advertising, promotional or judging agencies, from and against any and all liability, claims or actions of any kind whatsoever for injuries, damages, or losses to persons or property which may be sustained in connection with accessing the Sweepstakes page; submitting an entry or otherwise participating in any aspect of the Sweepstakes; the receipt, ownership or use of any prize awarded; preparing for, participating in or traveling to and/or from any prize-related activity, or any typographical or other error in these Official Rules or the announcement of offering of any prize. The winner shall bear all risk of loss or damage to their prize after it has been delivered. Sponsor makes no representations or warranties of any kind concerning the appearance, safety or performance of any prize. Except for residents of Tennessee and where prohibited by law, winners grant to Sponsor the right to print, publish, broadcast and use worldwide in any media now known or hereinafter known and without limitation the winner's name, address, voice, statement, picture or other likeness, without additional compensation, for public relations, advertising and promotional purposes as may be determined by Sponsor.

9) WINNERS LIST: To request the names of the winners, available after 6/1/10, mail a self addressed stamped envelope to: Colombian Coffee c/o Marden-Kane, 36 Maple Place, Manhasset, NY 11030 Attn: JH. Requests received after 7/30/10 will not be honored.

10) SPONSOR/ADMINISTRATOR: Sponsor: Colombian Coffee Federation, 140 E. 57th Street, New York, NY 10022. Administrator: Marden-Kane, Inc., 36 Maple Place, Manhasset, NY 11030. This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.