- Current report filing (8-K)

SECURITIES AND EXCHANGE COMMISSION

Washington, D.C. 20549

FORM 8-K

CURRENT REPORT

Pursuant to Section 13 or 15(d) of the

Securities and Exchange Act of 1934

Date of Report (Date of earliest event reported): September 27, 2010

Peet's Coffee & Tea, Inc.    

(Exact Name of Registrant as Specified in Its Charter)

Washington		0-32233		91-0863396
(State of jurisdiction)		(Commission File No.)		(IRS Employer Identification No.)

1400 Park Avenue

Emeryville, California 94608-3520

(Address of principal executive offices and zip code)

Registrant's telephone number, including area code: [phone]

Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions:

 

o	Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)

o	Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)

 

o	Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))

 

o	Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))

 

 

 

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SECTION 7 – Regulation FD Disclosure

Item 7.01 Regulation FD Disclosure.

On September 27, 2010, Peet's Coffee & Tea, Inc. (the "Company") announced via press release that in response to the rise in Arabica coffee prices since the beginning of this year, it will raise the price on drinks and beans sold in Peet’s stores . The Company also reaffirmed its fiscal 2010 diluted earnings per share target.  A copy of the press release is furnished as Exhibit 99.1 to this report.

The information in this Item 7.01 (including the exhibit hereto) relating to this announcement shall not be deemed “filed” for purposes of Section 18 of the Securities Exchange Act of 1934, as amended (the “Exchange Act”), or subject to the liabilities of that section, and shall not be incorporated by reference in any filing under the Securities Act of 1933, as amended, or the Exchange Act.

 

SECTION 9 - Financial Statements and Exhibits

Item 9.01 Financial Statements and Exhibits.

(d)  Exhibits.

 

	Exhibit No.	Description
	99.1	Press Release dated September 27, 2010

 

 

 

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SIGNATURE

Pursuant to the requirements of the Securities Exchange Act of 1934, Peet's Coffee & Tea, Inc. has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.

	Peet's Coffee & Tea, Inc.
Dated: September 27, 2010	By:	/s/ Thomas Cawley
		Thomas Cawley
		Chief Financial Officer

 

 

 

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EXHIBIT INDEX

Exhibit Number		Description
99.1		Press release dated September 27 , 2010

 

 

 

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