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FOR IMMEDIATE RELEASE
April 2004
Back to the Future:
This Company Isn't Afraid of Change, Yet Treasures its Past
Oakland, California - With a stunning new logo by a hot Bay Area
designer (Michael Vanderbyl), Peerless Coffee and Tea is brewing up excitement.
The company debuted its new look at the 2004 Winter Fancy Food Show in San
Francisco.
Never content to rest on its laurels, the 80-year-old, third generation family
business embraces change and celebrates its continuous growth. In the 1950s
the San Francisco Bay Area was the nation's capital of coffee roasting. Today,
there are only a few custom roasters left, with Peerless Coffee & Tea proudly
sitting as the largest custom artisan roaster in the Western US.
Consumers may not recognize this brand as readily as the ubiquitous Starbucks,
but chances are that they've enjoyed Peerless Coffee at many of the hundreds of
restaurants where Peerless is served. Restaurants in the San Francisco Bay Area
such as Gary Danko, Delfina, Tadich Grill, and Scott's Seafood, along with Wolfgang
Puck's properties in Los Angeles, proudly serve the flavorful, fresh, custom roasts
and blends of Peerless Coffee.
"Our goal was to have a new logo and packaging that reflected our family craft, our
long history here in the Bay Area, and bring an elegance to our look that reflects
our commitment to quality and versatility," said Sonja Vukasin, President of Peerless
Coffee and Tea.
"I know my grandfather would be very pleased to see what we've accomplished. He'd like
how we've kept the best of our heritage while moving forward and growing. Our new look
reflects our integrity and passion," said George Vukasin, Jr., Executive VP of Operations
and Product Integrity, and son of George Vukasin, Sr., Peerless Coffee and Tea CEO.
The new design blends old and new - sleek silver metallic bags, a handsome side striping
of black and latte, and a vintage postcard style image of the San Francisco Bay, where
Peerless coffee beans are loaded off ships from exotic locales all over the world. The
new logo will affect every aspect of business at Peerless - the exhibition booth, all
packaging and shipping boxes, marketing materials, the web site, stationery and all
communications.
More.
Page 2, Back to the Future with Peerless Coffee and Tea
Faithful Bay Area customers visit the company's retail shop at its roastery where they
can smell the rich aroma of the roasting Arabica beans while sipping the brew of the day
and order up their fresh beans to take home. If they arrive at just the right time, they'll
also be able to pick up a bag of hot roasted peanuts in their shells, an old-fashioned treat
in a striped bag.
Peerless Coffee & Tea is an 80-year old, third generation, family owned and operated gourmet
coffee and tea business, based in Oakland, California, near historic Jack London Square.
Peerless Coffees and Teas are enjoyed in many fine-dining restaurants, including Gary Danko
in San Francisco, Bay Wolf in Oakland, and 23 Wolfgang Puck properties. In addition, Peerless
fresh roasted coffee beans, teas, spices, peanuts, and unique gift baskets are available
direct to consumers by mail or web site order. For more information please call 1-800-235-3237
or visit www.peerlesscoffee.com.
Press Contact:
Debby Fortune
Fortune PR
510-548-1097
fortunepr@aol.com
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