Press Releases

9/20/06

Einstein Bros. Helps Support Coffee Farmers Worldwide, Introduces Organic, Fair Trade Certified(TM) Coffee

New Certified Organic & Fair Trade Certified Global Village Blend Available
at Restaurants Nationwide

GOLDEN, Colo., Sept. 20 /PRNewswire/ -- Known for its strong support of
local communities, Einstein Bros.(R) is expanding efforts to support
sustainable, small-scale coffee farmers around the globe with the
introduction of Global Village(TM) Blend, the brand's first certified
organic and Fair Trade Certified(TM) coffee. Einstein Bros., one of the
brands under New World Restaurant Group, Inc. (OTC: NWRG), has introduced
the new sustainably grown blend in all 373 locations.
Global Village Blend -- created in conjunction with Coffee Bean
International, exclusive roaster of specialty coffees for Einstein Bros. --
is deliciously rich and smooth, with an unforgettable aroma and taste.
Comprised of choice arabica beans from the world's three primary growing
regions, Global Village Blend truly lives up to its name. The Blend's
lighter roast component is grown in the remote mountains of northeast
Africa, homeland to all arabica coffee. The Latin American coffee is
carefully intermediate dark roast, taming its brightness without
sacrificing its boldness. Finally, to add depth and richness, the Asian
portion of the blend has been taken to a very dark roast.
"Our commitment to quality extends beyond bagels and baked goods.
Through our partnership with Coffee Bean International and TransFair USA,
we're able to display that belief in our high-quality coffees," said Paul
Murphy, New World CEO. "In addition to its great taste, the Global Village
Blend is a sustainable coffee that is both organic and Fair Trade
Certified."
According to a recent market survey, Americans are buying more organic
products to improve the health of the environment by eliminating use of
dangerous chemicals that harm the soil, air, water, and humans.
Additionally, people believe that buying and using organic products are
better for supporting small farmers. Einstein Bros. is pleased to offer its
guests the choice to purchase certified organic and Fair Trade Certified
coffee blends, alongside its traditional Darn Good Coffee(R), such as the
Neighborhood Blend and Vanilla Hazelnut.
When consumers purchase Fair Trade Certified coffee, they are directly
supporting a better life for farming families through fair prices,
community development and environmental stewardship. As members of
democratically elected cooperatives, Fair Trade coffee farmers learn how to
bootstrap their businesses, trade directly with importers and compete in
the global marketplace.
Receiving a fair price for their harvest allows these farmers to invest
in their families' health care and education, and reinvest in processes and
facilities that improve quality and protect the environment. The Fair Trade
Certified label is backed by TransFair USA, the only independent, third
party certifier of Fair Trade products for the U.S. market.
"With this launch, Einstein Bros. shows it truly understands that it
takes the entire 'global village' to empower coffee farmers and ensure
quality coffee supplies for years to come," says TransFair USA Founder and
CEO Paul Rice. "It's critical that leaders in the quick-casual restaurant
industry, such as Einstein Bros., embrace the Fair Trade model and
acknowledge their critical role in supporting sustainable, small-scale
coffee production."
Fair Trade Certified coffee is the fastest-growing segment of the $11
billion U.S. specialty coffee market -- from approximately 76,000 pounds in
1998, to nearly 50 million pounds in 2005 -- sending more than $75 million
in above-market revenue to over one million small-scale coffee farming
families throughout the developing world since 1998.
About Fair Trade Certified(TM) and TransFair USA
The Fair Trade Certified(TM) label is the only consumer guarantee that
small-scale coffee farmers receive a fair price, enabling more than one
million farming families worldwide to stay on their land, put food on the
table, and keeps their children in school. Annual inspections require
sustainable farming methods that protect the environment, and measurable
socioeconomic development using increased Fair Trade revenue. As members of
democratically elected cooperatives, Fair Trade coffee farmers learn how to
bootstrap their businesses, trade directly with importers and compete in
the global marketplace. The Fair Trade Certified label is backed by
TransFair USA, a 501(c)(3) nonprofit organization and the only independent,
third-party certifier of Fair Trade products for the U.S. market. TransFair
USA is one of 20 members of Fairtrade Labeling Organizations International
(FLO), the world's most rigorous social, economic and environmental
certification system. For more information please visit
http://www.transfairusa.org.
About New World Restaurant Group
New World is a leading company in the quick casual restaurant industry
that operates locations primarily under the Einstein Bros. and Noah's New
York Bagels brands and primarily franchises locations under the Manhattan
Bagel brand. As of July 4, 2006, the company's retail system consisted of
613 locations, including 427 company-owned locations, as well as 113
franchised and 73 licensed locations. The company also operates a dough
production facility. The company's stock is traded under the symbol
NWRG.PK. Visit http://www.newworldrestaurantgroup.com for additional information.

SOURCE Einstein Bros.