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: (510) 594-2100
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)) |
SECTION 7 – 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 |
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 |
Exhibit Number | | Description |
| | | |
| 99.1 | | Press release dated September 27, 2010 |
