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Swiss Water and Coffee Bean & Tea Leaf® in Singapore, Malaysia and Korea
Press release from Swiss Water Decaffeinated Coffee Company, Inc., Date: January 27, 2005
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Swiss Water Decaffeinated Coffee Company, Inc. and Coffee Bean & Tea Leaf®
Stake out Decaf Turf in Singapore, Malaysia and Korea

Swiss Water Decaffeinated Coffee Company, Inc. (SWDCC) of Vancouver, British Colombia and Coffee Bean & Tea Leaf® have recently deployed, on an exclusive basis, SWISS WATER® Process decaffeinated coffees in Coffee Bean stores in Singapore, Malaysia and Korea.  This represents the first decaf presence of that magnitude in Asia and the move gives SWDCC a strong foothold in this part of the world, while strengthening Coffee Bean & Tea Leaf’s market position there as well.

“We know that we’ve made a big commitment to SWISS WATER® Process decaf in Singapore and our other Asian markets. But we’ve been the market leaders, the coffee innovators, there for well over a decade.” Observed Jay Isais, the company’s Director of Green Coffee, “We see this introduction as a natural next step in the evolution of the market there and a point of strong differentiation for our company, maintaining our position as a cutting edge specialty coffee company.”

“We have chosen to embrace SWISS WATER® Process Decaf throughout the entire company, positioned as ‘better for you, better for the environment, better tasting,’” noted Lisa Steinkamp, Director of Marketing at Coffee Bean who elaborated on Isais’s comments.

The Coffee Bean Team Members are learning about 100% chemical free SWISS WATER® Process Decaf via classroom training. “Having educated Team Members is an important aspect of the customer experience in our stores,” Steinkamp says. Coffee Bean also provides information on the SWISS WATER® Process on their menu boards and they stamp the SWDCC logo on all of their decaffeinated coffee bags.

About The Coffee Bean & Tea Leaf®
Founded in 1963, The Coffee Bean & Tea Leaf® is the oldest and largest privately held chain of specialty coffee and tea stores in the United States. With a reputation for excellence, the company is a leader in product innovations, having developed the original Ice Blended®. The Coffee Bean & Tea Leaf serves more than 100 million coffee and tea beverages annually worldwide. Providing the highest quality coffees and teas for forty years, The Coffee Bean & Tea Leaf currently has more than 240 stores in California, Arizona, Nevada, Singapore, Malaysia, Korea, Brunei, Indonesia, UAE, Israel, Australia, China and the Philippines and continues to expand both domestically and internationally. For more information, visit www.coffeebean.com

About Swiss Water Decaffeinated Coffee Company, Inc.
Swiss Water Decaffeinated Coffee Company, Inc. (SWDCC) decaffeinates premium coffees to a 99.9% caffeine-free level. The SWISS WATER® Process is an organically certified, 100% chemical-free, proprietary decaffeination process used by premium roasters and demanded by discerning decaf drinkers around the world. The SWISS WATER® Process is the world's only branded decaffeination process and SWDCC supports its brand through ongoing consumer research and focused consumer advertising. For more information about SWDCC or brokers and roasters that carry SWISS WATER® Process decaf, visit www.swisswater.com.

Media Contact:
Sheryl Rothmuller
Swiss Water Trade PR
Ph: 800.677.6181 x244
Email: tradepr@swisswater.com


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