Peet's Coffee and Tea, Inc. (PEET) Chief Executive Officer to Ring the NASDAQ Stock Market Opening Bell


ADVISORY, March 7, 2008 (PRIME NEWSWIRE) --



 What:
 Pat O'Dea, CEO of Peet's Coffee & Tea, Inc.(PEET), the premier specialty
 coffee and tea company in the U.S., will preside over the
 opening bell to celebrate Peet's Founder's Day, honoring Alfred Peet
 as the grandfather of specialty coffee.

 Where:
 NASDAQ MarketSite - 4 Times Square - 43rd & Broadway - Broadcast Studio

 When:
 Monday, March 10, 2008 at 9:30 a.m. ET

 Contacts:
 Patsy Barich, Double Forte for Peet's Coffee & Tea
 415.848.8104; pbarich@double-forte.com

 NASDAQ MarketSite:
 Jolene Libretto; 646.441.5220
 Jolene.Libretto@nasdaq.com

Feed Information:

The opening bell is available from 9:20 a.m. to 9:35 a.m. on Galaxy 26 - uplink IA6 C band / transponder 24, downlink frequency 4180 horizontal. The feed can also be found on Waterfront fiber 1623. If you have any questions, please contact Jolene Libretto at (646) 441-5220.

Radio Feed:

An audio transmission of the opening bell is also available from 9:20 a.m. to 9:35 a.m. on uplink IA6 C band / transponder 24, downlink frequency 4180 horizontal. The feed can be found on Waterfront fiber 1623 as well.

Webcast:

A live webcast of the NASDAQ Opening Bell will be available at: http://www.nasdaq.com/reference/marketsite_about.stm.

Photos:

To obtain a hi-resolution photograph of the Market Open, please go to http://www.nasdaq.com/reference/marketsite_events.stm and click on the market open of your choice.

About Peet's Coffee & Tea, Inc. (PEET):

Peet's Coffee & Tea, Inc., (PEET), is the premier specialty coffee and tea company in the United States. Peet's buys the highest quality beans in the world, artisan roasts every bean by hand to order, and delivers all of its coffee quickly for superior freshness no matter where it is sold. Founded in 1966 in Berkeley, Calif. by Alfred Peet, who is widely recognized as the grandfather of specialty coffee in the U.S., Peet's has a rapidly growing, passionate customer following that seeks out Peet's coffees wherever they go. Peet's is committed to strategically growing its business through many channels without compromising the extraordinary quality of its coffee. For more information about Peet's Coffee & Tea, Inc. visit www.peets.com.