Check out The PE's on some other coffee companies... I like what I see and am officially Long this play. GREEN MT COF ROAST 63 PE <A HREF="http://finance.yahoo.com/q?s=GMCR" target="_blank">http://finance.yahoo.com/q?s=GMCR</A> STARBUCKS CP 40 PE <A HREF="http://finance.yahoo.com/q?s=sbux" target="_blank">http://finance.yahoo.com/q?s=sbux</A> Peet's Coffee & Tea Inc PE 51 <A HREF="http://finance.yahoo.com/q?s=peet" target="_blank">http://finance.yahoo.com/q?s=peet</A> ~Rig