Hey Jane:
get some free Peet's coffee:
Peet's Coffee & Tea Helps Coffee Drinkers Conquer the `Enemies of Freshness'
Peet's Celebrates Second Annual ``Coffee Freshness Week'' in Stores and Online
EMERYVILLE, Calif.--(BUSINESS WIRE)--Feb. 26, 2001-- More than 60 percent of coffee drinkers consume stale coffee beverages, yet 88 percent of them say they believe freshness is critical to a good cup of Joe, according to a study commissioned by Peet's Coffee & Tea (Nasdaq:PEET - news) and Greenfield Online. Peet's second annual Coffee Freshness Week campaign, from March 11-18, 2001, will educate coffee drinkers about why freshness matters and what they should know to prepare the freshest, best-tasting coffee at home.
Based on the results of the survey, most consumers do not know that the freshest coffee is made from beans that have gone from the roaster to the cup in the shortest time possible. Just like artisan bread, the coffee bean is perishable and the fresher it is, the better it tastes.
The people who work at Peet's Coffee & Tea, a specialty roaster of fresh, deep-roasted, whole bean coffee, are fanatical about freshness. As part of their ongoing mission to educate coffee drinkers about the importance of freshness and quality, Peet's will kick off the following events and programs during Coffee Freshness Week this year: Freshness Education Campaign, Peet's Bean Swap and Peet's Freshness Home Delivery Club.
Freshness Education Campaign
Online and in stores, Peet's is arming consumers with the information and tools they need to learn about freshness. Beginning Friday March 11, Peet's will offer consumers three ways to easily access the information needed to combat the ``enemies of freshness'' -- oxygen, moisture, heat, light, and time -- and to prepare the freshest coffee at home.
Freshness Video: "How to Brew the Freshest, Best-Tasting Cup
at Home"
Consumers can view the 5-minute video demonstration featuring the ultimate Peet's coffee crusader, Jerry Baldwin, and renowned Chef Loretta Keller, Chef and Owner, Bizou Restaurant, San Francisco at www.peets.com/freshness.
Guide to Freshness
Peet's has published a new guide of tips for brewing a great-tasting, fresh cup of coffee at home. On March 18, complimentary copies of this 10-page booklet will be available only at Peet's retail stores.
Freshness Sampling
On March 18, Peet's staff will have on-hand two freshly made press pots of coffee throughout the day, using fresh-roasted whole beans versus ground coffee stored for a month (what most people still do today), so consumers can taste the difference between ``stale'' coffee and coffee made from beans fresh from the roaster
Freshness Education at www.peets.com
Free, anytime, at www.peets.com/freshness, coffee lovers can get all the information they need to find out what fresh coffee is, why it's important for coffee, and what they can do to improve the taste of their coffee at home.
View the compelling results of Greenfield Online's survey about Coffee Freshness at www.peets.com/freshness
Peet's Bean Swap -- Fresh Peet's Coffee for Free
On Sunday, March 18, coffee consumers can visit their neighborhood Peet's retail store in the San Francisco Bay Area, Los Angeles, Boston, Chicago, and Portland to exchange their stale coffee for a free half pound of fresh Peet's Blend 101®. Peet's is doing this because most people don't realize that much of the coffee that people store in their cupboards, refrigerators, and freezers may very well be stale due to a lack of awareness about coffee freshness. We are asking consumers to ``throw away'' their old coffee for a free, fresh 1/2 pound of Peet's, and to learn what they need to know to improve their coffee drinking experience.
Any brand of stale coffee is eligible for Peet's Bean Swap. All old coffee received by Peet's will be composted wherever possible. Consumers can find their nearest Peet's store by visiting peets.com or by calling 800/999-2132.
Peet's Freshness Home Delivery Club
Peet's is introducing a new fresh home delivery club because not only is truly fresh coffee difficult to find, it is nearly impossible to have around on a regular basis. Every three weeks, Peet's will direct ship two half-pound bags of one of our specially selected whole bean coffees -- fresh from the roaster to your door -- for only $11.95, plus shipping and handling. The program is ideal for people who care about quality and freshness, and the convenience of online ordering and home delivery, or for those who are cannot easily reach a Peet's store. Beginning March 11, customers who sign up for the Freshness Home Delivery Club will receive a Peet's Beehouse(TM) coffee storage container, a Peet's stainless steel measuring scoop, and a brewing guide that outlines the art and science of preparing the freshest coffee -- at no extra charge.
For more detailed information on all of Peet's Coffee Freshness Week activities, and to access the Greenfield survey on coffee freshness, visit: www.peets.com/freshness.
About Peet's Coffee & Tea
Founded in Berkeley, CA in 1966, Peet's Coffee & Tea 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 59 company-owned stores in four 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, visit www.peets.com or call 800/999-2132. Peet's Coffee & Tea, Inc. shares are traded under the symbol PEET.
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Contact:
Red Whistle Communications
Karin Hesselvik, 415/616-6221
Montana McGlynn, 415/616-6102
khesselvik@redwhistle.com
mmcglynn@redwhistle.com |
