PEET Peets Coffee & Tea, Inc. (MM)

Peet's Coffee & Tea, Inc. to Present at the Seventh Annual ICR XChange Conference EMERYVILLE, Calif., Jan. 13 /PRNewswire-FirstCall/ -- Peet's Coffee & Tea, Inc. (NASDAQ:PEET), a specialty coffee roaster and marketer of fresh, deep- roasted whole bean coffee, today announced that its chief financial officer, Tom Cawley, will present at the Seventh Annual ICR XChange Conference on Friday, January 14, 2005, at 8:30 a.m. PT. The ICR XChange is a two-day event featuring more than 80 leading companies from a variety of branded consumer industries. "We are excited to participate at this conference," said Patrick O'Dea, president and chief executive, Peet's Coffee & Tea, Inc. "Peet's is widely recognized for its distinctively fresh, deep-roasted whole bean coffees and hand-selected specialty teas and this is an excellent opportunity to share our vision and business model with our peers and the investor community at-large." The entire forum will be held at the La Costa Resort and Spa in Carlsbad, California on January 13-14, 2004 and will be Webcast live on Peet's Website at http://investor.peets.com/Medialist.cfm. 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. Peet's is committed to strategically growing its business and to maintaining a unique culture and focus on customer satisfaction. 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. 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. Because of the uncertainties inherent in these forward-looking statements, the Company's actual results could differ materially from those set forth in forward-looking statements. The Company's estimates regarding its operations and financial results are based on currently available operating, financial and competitive information. Actual future results and trends may differ materially 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 December 28, 2003. DATASOURCE: Peet's Coffee & Tea, Inc. CONTACT: Kelly Krueger of Weber Shandwick, +1-415-248-3415, or , for Peet's Coffee & Tea, Inc. Web site: http://www.peets.com/

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