Peet's Coffee & Tea Inc.

Peet's Coffee is currently at $68.37.  The 52 week range is between$41- $70.  Peet's coffee is not a franchise and all the stores are owned by Peet's.  I would not purchase this stock especially when they have such big competition like Starbucks and Dunkin Donuts.  The biggest challenge a coffee company faces is competition form another company.  Another challenge they face is trying to make their company unique and making people want to go to theirs over the competition.  Peets coffee is a specialty coffee house and uses higher quality coffee and roasters than most companies but are more expensive.  Peets participates in Fair Trade with their fair trade blend which helps this country in Costa Rica called Tarrazú.  They have framers and other families by having them grow the coffee they need and buying it from them at a higher price to help the economy.   This does not change my mind on if i was going to buy this stock or not.

Some people would consider a finite resource.  I do not agree with this because even though coffee is not grown in the U.S. it can be grown in many other places and it is renewable resource.  Even though we cannot grow coffee buying it is easy and can be grown in many other countries.

-Alex