Peet's Coffee & Tea Introduces Ethiopian Super Natural
September 14 2006 - 12:04PM
PR Newswire (US)
EMERYVILLE, Calif., Sept. 14 /PRNewswire-FirstCall/ -- Peet's
Coffee & Tea, Inc. (NASDAQ:PEET), a specialty coffee roaster
and marketer, today introduced Ethiopian Super Natural, a rare
wonder from the heart of the crop in the famed Yirgacheffe region
of Ethiopia. Appropriately named, this uniquely special coffee
offering yields a remarkable cup replete with floral qualities,
vivid wine dark flavors, wild blueberry sweetness and distinctive,
unforgettable richness. Ethiopian Super Natural is the result of a
three-year quest by one of the company's dedicated suppliers to
reproduce the flavorful coffees of his grandfather's day. Grown
organically and handpicked at the height of ripeness, Ethiopian
Super Natural is meticulously processed using the natural method
where the pulpy fruit of the coffee cherry is dried on the bean,
then hulled off. The essence of the natural method of processing
coffee is that the fruit or "cherry" imparts its concentrating,
distinctive flavors to the bean as it dries. "When I brought this
coffee back from Ethiopia, I knew that we were going to taste
something truly extraordinary," said Doug Welsh, vice-president of
coffee, Peet's Coffee & Tea, Inc., "It is one of the finest
coffees to have ever crossed our cupping table, and we are proud to
offer our customers the opportunity to taste something they may
have never experienced before." Ethiopian Super Natural hails from
the birthplace of coffee -- also known for producing very fine
washed coffees, such as Peet's Ethiopian Fancy. Produced in limited
quantity for Peet's, Ethiopian Super Natural is also certified
organically grown. Availability Named for its intense flavors and
the superb care that went into producing it, Peet's Ethiopian Super
Natural is priced at $17.90 per pound and will be available for a
limited time at all Peet's retail stores nationwide, online at
http://www.peets.com/ or by calling 800-999-2132. 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 United States. For information about Peet's Coffee & Tea,
visit http://www.peets.com/ or call 800-999-2132. 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, +1-415-449-0125, or , for
Peet's Coffee & Tea, Inc. Web site: http://www.peets.com/
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