Peet's Coffee & Tea, Inc. Introduces Two Organic Teas

Business Wire, Oct 4, 2004

EMERYVILLE, Calif. -- Two Certified Organic Teas Now Available for Customers to Enjoy That Meet Company's Stringent Standards for Quality, Freshness, and Selection

Peet's Coffee & Tea, Inc. (NASDAQ:PEET), a specialty coffee roaster and marketer, today announced the introduction of two new certified organic teas, Darjeeling B.O.P. Organic and Jade Mist Organic to its core menu of specialty tea offerings. While there are still only a very small number of certified organic tea farms in the world, the number is growing, resulting in increased availability of top quality organic teas worthy of the company's consideration.

"We cupped samples from numerous lots of top quality teas and selected two, a black tea from India and a green tea from China," said Eliot Jordan, director of tea, Peet's Coffee & Tea, Inc. "And we are proud to be introducing them into our permanent menu for both our customers and employees to enjoy."

Darjeeling B.O.P. Organic

Darjeeling B.O.P. Organic exhibits many of the same unique qualities as the company's other Darjeeling offerings. This tea has a brisk flavor and is full-bodied for a Darjeeling, with an elegant and fragrant aroma. The leaves are organically grown by one of Darjeeling's most respected estates and were selected from the second flush crop, when the strength of flavor is most concentrated. The "B.O.P." stands for Broken Orange Pekoe, which refers to the size of the leaf grade which yields considerably more body and pungency than whole leaf grades. Darjeeling B.O.P. Organic is available in 4-ounce packages.

Jade Mist Organic

Jade Mist Organic is a green tea that is named for the fog and mist showers that shroud the hills of Jin Shan in eastern China's Zhejiang province, where this tea is grown. Careful measures are taken to produce this tea organically in accordance with international standards. The cup is fresh, bright and brisk with aromatic hints of green peas and kale, leaving a crisp aftertaste. Jade Mist Organic is available in 4-ounce packages.

Availability

Darjeeling B.O.P. Organic and Jade Mist Organic are available 4-ounce packages at all Peet's retail stores, at 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 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, including those relating to earnings and sale guidance for 2004 and expected new store openings in 2004. 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; consumer's tastes and preferences; and competition in its market as well as other risk factors as described more fully in the Company's filing with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended December 28, 2003.