Havana Roasters Coffee Companies, Inc. (“HRC”) (OTC: NAFSD), formerly North American Frac Sand, Inc., today announced that its corporate name and ticker symbol changes have been approved by FINRA. The company’s common stock began trading as Havana Roasters Coffee Companies Inc. on January 29, 2026, with the temporary symbol OTC: NAFSD for twenty trading days before adopting the permanent symbol OTC: THRC.
The rebranding marks the completion 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. Since May 2023, the company had been operating as HRC Coffee Roasters LLC on a DBA basis. With regulatory approvals now finalized, the company 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, HRC controls the commercialization pathway for all Havana Roasters Coffee-branded products and services. The company is building a diversified revenue model that includes wholesale distribution of packaged coffee, company-operated retail locations in targeted metropolitan areas, franchise development for cafes and kiosks, branded food and beverage programs, ready-to-drink (RTD) product development, roasting and co-packing services, and mobile hospitality platforms.
Management has focused on executing foundational initiatives to support scalable operations in 2026 and beyond. Recent operational highlights include expanded roasting and production capabilities, advancement of the franchise model, addition of wholesale accounts and expanded regional distribution, progress on initial branded retail locations, and advancement of 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.
Gabriel Martinez, Chairman and CEO, stated, “Completing our rebrand to Havana Roasters Coffee Companies Inc. and trading under our branded name represents a major step in aligning our public identity with the business we are actively building. We now have the proper corporate foundation in place to scale.” Martinez added, “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.”
Existing shareholders do not need to take any action regarding the name or symbol change. All shareholdings will be automatically updated by VStock Transfer, LLC, the company’s transfer agent. More information is available at thehrccompanies.com.
This announcement is important as it completes the company’s transition from a frac sand business to a consumer-facing coffee brand with a multi-channel strategy, positioning it for potential revenue growth in 2026.
