PEET Peets Coffee & Tea, Inc. (MM)

New England Residents Have Greater Access to Company's Distinctive, Handcrafted Coffee Offerings EMERYVILLE, Calif., Aug. 3 /PRNewswire-FirstCall/ -- Peet's Coffee & Tea, Inc. (NASDAQ:PEET), a specialty coffee roaster and marketer, today announced the availability of its fresh, deep-roasted coffee within Shaw's Supermarkets/Star Market, a division of SUPERVALU (NYSE:SVU). A selection of Peet's signature whole bean and ground coffees will be featured within 215 Shaw's Supermarkets and Star Market stores throughout New England to service the growing demand for the company's distinctive, handcrafted coffees. Rollout of Peet's Coffee in these locations is expected to be completed by late August. "Peet's first entered the New England market in the Greater Boston Area through home delivery service back in 1992 and added six retail stores beginning in 1999. Over that time, we have built strong brand awareness and a loyal customer base," said Patrick O'Dea, president and chief executive officer, Peet's Coffee & Tea, Inc. "We see our new partnership with Shaw's as another opportunity to make Peet's more accessible to a wider audience of consumers who appreciate truly fresh, artisan specialty food items. We are fully committed to delivering 'fresh from the roaster' coffee to Shaw's customers through our own direct store delivery network which allows us to manage a strict production rotation schedule, roast orders by hand and package them within minutes to ensure that only the freshest Peet's coffee is presented on the shelves." "Peet's Coffee & Tea has a reputation for being the premier quality leader among specialty coffee brands," said Paul Gravel, Senior Category Manager, Shaw's Supermarkets. "We are pleased to be adding Peet's coffee offerings in our continuing effort to bring the highest quality food and beverages to our customers, enhancing their overall shopping experience." Peet's will be offering five signature coffees packaged in 12-ounce bags including: * Peet's French Roast -- an intense, bold coffee with pronounced smoky overtones * Peet's House Blend -- a medium-bodied blend of coffees from Latin America * Decaf House Blend -- a lively and flavorful blend of coffees from Latin America * Major Dickason's Blend(R) -- a rich, full-bodied coffee that is complex and smooth * Sumatra -- a full-bodied coffee that is sweet with slightly earthy, herbal nuances ABOUT PEET'S GROCERY PROGRAM To meet its ongoing commitment to provide customers coffees of uncompromising quality and superior freshness, Peet's delivers to grocery stores in select markets throughout the United States through its own Direct Store Delivery (DSD) network. Peet's has made a significant investment in DSD resources to carefully manage the freshness of its coffee and pledges to its customers that the coffee they buy from Peet's will always be fresh. Unlike other specialty coffee roasters, the company retains dedicated and trained DSD "Peetniks" to work directly with grocery partners to manage their orders and personally deliver and rotate freshly roasted Peet's coffee into each grocery store ensuring its coffee is enjoyed at the peak of freshness and flavor. ABOUT PEET'S COFFEE & TEA, INC. Founded in Berkeley, Calif. in 1966, Peet's Coffee & Tea, Inc. is a specialty coffee roaster and marketer of fresh, deep-roasted whole bean coffee for home and office enjoyment. Peet's fresh-roasted coffee, hand-selected tea and related items are sold in several distribution channels including specialty grocery and gourmet food stores, online and mail order, office and restaurant accounts and company-owned stores throughout the U.S. For information about Peet's Coffee & Tea, Inc., visit http://www.peets.com/ or call 1-800-999-2132. Peet's Coffee & Tea, Inc. shares are traded under the symbol PEET. ABOUT SHAW'S Shaw's, Osco and Star Market are a division of SUPERVALU INC. Throughout the six New England states, there are more than 210 store locations employing approximately 30,000 associates. SUPERVALU INC. is one of the largest companies in the United States grocery channel with 2,500 retail grocery locations holding leading market positions. SUPERVALU also provides distribution and related logistics support service to more than 5,000 grocery retail endpoints across the country. SUPERVALU currently has approximately 200,000 employees. For more information, please visit http://www.shaws.com/ or http://www.supervalu.com/. This press release contains statements that are not based on historical fact and are "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Forward-looking statements are based on management's beliefs as well as assumptions made by and information currently available to management, including financial and operational information and current competitive conditions. As a result, these statements are subject to various risks and uncertainties. The Company's actual results could differ materially from those set forth in forward-looking statements depending on a variety of factors including, but not limited to, risks arising from accounting adjustments; the Company's ability to implement its business strategy, attract and retain customers, and obtain and expand its market presence in new geographic regions; the availability and cost of high quality Arabica coffee beans; consumers' tastes and preferences; and competition in its market as well as other risk factors as described more fully in the Company's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended January 1, 2006. These factors may not be exhaustive. The Company operates in a continually changing business environment, and new risks emerge from time to time. Any forward- looking statements speak only as of the date of this press release. DATASOURCE: Peet's Coffee & Tea, Inc. CONTACT: Jennifer Strasburg of Weber Shandwick, +1-415-248-3436, or , for Peet's Coffee & Tea, Inc.; or Karen Peirce of Shaw's Supermarkets, +1-508-313-3473, or Web site: http://www.peets.com/

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