Rise Up Coffee will open its fourth shop on College Avenue in May, taking over the former Viva Espresso location.

In its 10th year, Rise Up first opened in St. Michaels, and also has locations in Easton and on Riverside Drive in Salisbury.

The new Rise Up will open at 6 a.m. and serve coffee made from organic beans roasted in Easton and delivered to the shops within 24 hours, said owner Timothy Cureton.

“We’re thrilled. We are excited about the location. It has great visibility on East College Avenue. We’ve had eight strong years on the Eastern Shore,” Cureton said.

The Riverside Drive location opened in 2007 and, Cureton said, “has been wildly successful.”

“We have a dedicated customer base in Salisbury. We always knew it would be great. And now this new location is connected to Specific Gravity Pizzeria & Bottle, whose owners we’ve been friends with,” he said.

“We’re excited about what we’re doing and that this will be our fourth location. What sets us apart is our people. We have amazing baristas at all our locations that thrive on working with our customers. No one is trying harder to provide a wow experience for our customers,” he said.

Breakfast and lunch will be served from the Mad Eggs menu, featuring local meats, eggs and cheeses.

“We’re a place where we are happy to see you. We know you as more than a drink and we have more than a friendly atmosphere,” Cureton said.

The shop, at 105 E. College Avenue, is expected to open May 1.

Contact Susan Canfora at scanfora@newszap.com.