JFG Coffee and the non-profit preservation organization Knox Heritage, Inc. announced a new joint initiative called Save Our Signs - Knoxville.  The initiative will help preserve East Tennessee's endangered signs that add both texture and a sense of place to the community.

Under the plan, JFG is providing up to $15,000 to start the fund.  Seed money will come in the form of a company donation made to Save Our Signs - Knoxville with every purchase of JFG Coffee in grocery stores and in restaurants throughout the Knoxville area between August 24 and December 31, 2010. Anyone interested in donating to the fund may do so through the "Donate" button located above.

The fund will be run independently by Knox Heritage and will cover Knox County as well as the 15 surrounding counties (Anderson, Blount, Campbell, Claiborne, Cocke, Grainger, Hamblen, Jefferson, Loudon, Monroe, Morgan, Roane, Scott, Sevier, and Union).  Knox Heritage will make all decisions regarding allocation of fund resources and selection of projects.

Along with details about the new preservation effort, JFG, a Reily Foods Company brand, announced the restoration of its own historic JFG Coffee sign at the south end of the Gay Street bridge.  Manufactured in Knoxville, JFG emplyees about 140 people locally and has been a fixture int he community for nearly 100 years.

"JFG recognizes that the sign is an integral part of Knoxville's heritage, occupying a special place in people's hearts and minds," said JGF Coffee Marketing Director Mary-Wanda Fandino.  "Similarly, other historic signs play a special role in the fabric of Knoxville's community, and that is why JFG is so excited to partner with Knox Heritage to preserve an important part of Knoxville's heritage."

JFG has two historic signs that have been a part of the Knoxville skyline for over 40 years.

JFG will pay for its own sign restoration, but Knoxville residents can help preserve other well-loved signs by making a direct contribution to Save Our Signs - Knoxville through Knox Heritage.  Of course, Knoxvillians can also show their support by picking up JFG Coffee at local retailers and enjoying a cup in participating restaurants.

"JFG Coffee is made here in Knoxville and is a local favorite," said Knox Heritage Executive Director, Kim Trent.  "We are very excited to partner with JFG.  This is a great example of a company with a long and historic prescence in Knoxville stepping into a role of helping to preserve our heritage."