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Peet's Coffee & Tea Marks 41 Years of Quality

Other Topics: Coffee Funding, Coffee Award

Peet's Coffee & Tea, Inc.
March 28, 2007

Emeryville, CA -- Peet's Coffee & Tea, Inc. (Nasdaq: PEET), a specialty coffee roaster and marketer, today kicked off its 41st Anniversary with two special signature blends, one of coffee and one of tea, available throughout its retail stores, home delivery service at and selected grocery stores nationwide, for the next eight weeks.
  • Customers can also purchase limited-edition commemorative merchandise and sampler gifts. Additional information is available online at, or by phone at 1-800-999-2132.

"Over the years, Peet's has maintained a rigorous commitment to offering handcrafted quality and freshness in every cup," said Pat O'Dea, Peet's president and CEO. "We are proud to celebrate our 41st year and continue to uphold our tradition of artisan roasting in small batches," he added.

Peet's 2007 Anniversary Blend Coffee
This year's Anniversary Blend coffee is inspired by two exotic East Africa coffees and a new arrival from Central America, combined with the strength of Papua New Guinea beans. It is a coffee in balance, with a satisfying mid- palate, a wealth of fruit and a brown sugar sweetness.

"It is New Guinea that brings this together," said Doug Welsh, vice president, coffee, Peet's Coffee & Tea, Inc. "The smoothness of this classic, full and complete coffee does wonders in the blend, supporting the more aromatic coffees and rounding them out."

While not all New Guinea coffees have this quality, Welsh explains, there is an estate which consistently produces one of the most satisfying coffees Bunum-Wo, with whom Peet's has been doing business for more than 30 years.

Recently, Peet's partnered with the families of this isolated community to construct the Butterfly School, which now provides education and health services to young children and the entire community on the estate. A portion of proceeds from this year's Anniversary Blend coffee will be donated to support the school and community.

Peet's 2007 Anniversary Breakfast Blend Tea
The foundation of this year's Anniversary Breakfast Blend tea is "Himalayan Orange," a brisk, floral, sweet and complex tea from the tea garden Jun Chiyabari, in the Dhankuta district of eastern Nepal.

"Since this is Peet's first ever purchase of Nepal tea, we wanted to give it an extra measure of recognition," says Eliot Jordan, director of tea, Peet's Coffee and Tea, Inc. "The other teas in this blend, Hong Tao Mao Feng from China; and a pair of Sri Lanka teas from the Ratnapura district, combine with the Nepal tea to create a brewed cup with bright floral aromatics and brisk, tangy flavors with a lingering caramel sweetness," Jordan explained.

Aabout 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, Inc., visit 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. 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.


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