As Second Cup Coffee's owners admit, the company is obsessed with high-quality coffee beans. Fresh, hand-picked coffee cherries, which are later turned into aromatic nectar, come from socially- and environmentally-conscious farms around the globe. This fair-trade approach combined with careful coffee selection helped Second Cup Coffee grow from a small kiosk into a nationwide franchise with over 300 cafés. Second Cup's menu features coffees from African, Latin American, and Asian countries, as well as baked treats, such as muffins and cookies, that go hand in hand with a cup of coffee.