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Noah's Bagels Supports Coffee Farmers Worldwide, Introduces Organic, Fair Trade Certified(TM) Coffee
New Certified Organic & Fair Trade Certified Tribeca Blend Available at All Restaurants

GOLDEN, Colo., Feb. 27 /PRNewswire-FirstCall/ -- Known for its strong support of local communities, Noah's Bagels(R) is expanding efforts to support sustainable, small-scale coffee farmers around the globe with the introduction of Tribeca(TM) Blend, the brand's first certified organic and Fair Trade Certified(TM) coffee. Noah's Bagels, one of the brands under New World Restaurant Group, Inc. (OTC: NWRG), has introduced the new sustainably grown blend in all of its locations.

Homage to Noah's New York roots, Tribeca Blend's moniker nods to the bustling streets of the historic Lower Manhattan neighborhood with a rich and smooth taste as vibrant and sophisticated as the city it calls home. Tribeca Blend's flavor is a melting pot, combining choice Arabica beans from the world's three primary growing regions. The brand was created in conjunction with Coffee Bean International, exclusive roaster of specialty coffees for Noah's, and offers even the most discriminating coffee drinker an unforgettable aroma and taste. 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. The result is a coffee with a taste as big as the city it calls home.

"Our commitment to quality extends beyond bagels and baked goods. Through our collaboration with Coffee Bean International and TransFair USA, we're able to display that belief in our high-quality coffees," said Brad West, senior vice president of operations. "In addition to its great taste, the Tribeca 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. Noah's is pleased to offer its guests the choice to purchase certified organic and Fair Trade Certified coffee blends, alongside its signature blends Midtown, Chelsea, Soho and Grammercy.

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, Noah's 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 Noah's, 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

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 January 2, 2007, the company's retail system consisted of 598 locations, including 416 company-owned locations, as well as 86 franchised and 96 licensed locations. The company also operates a dough production facility. The company's stock is traded under the symbol NWRG.PK. Visit for additional information.

SOURCE New World Restaurant Group, Inc.
-0- 02/27/2007
/CONTACT: Susan Wong, +1-925-979-6016, or Meredith Stevens,
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CO: New World Restaurant Group, Inc.
ST: Colorado

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