Alfred Peet

Alfred Peet was a Dutch-American entrepreneur and coffee roaster who played a significant role in popularizing specialty coffee in the United States. He is often credited with starting the coffee revolution in the US, inspiring companies like Starbucks and The Coffee Bean & Tea Leaf. Peet's passion for coffee was influenced by his experiences working with his father, a coffee trader in Amsterdam, and his travels to Java, Sumatra, and other coffee-producing regions. His expertise in coffee roasting was also shaped by his interactions with other notable figures in the industry, including Hills Bros. Coffee and Folgers Coffee.

● Early Life and Education

Alfred Peet was born in Alkmaar, Netherlands, to a family of coffee traders. He grew up surrounded by the sights and smells of coffee, developing a deep appreciation for the beverage. Peet's early education took place in Amsterdam, where he attended schools and learned about the coffee trade from his father. He also spent time in London, working with Lyons Corner Houses, a British coffee company, and learning about the art of coffee roasting. During World War II, Peet moved to the United States, settling in San Francisco and working with Hills Bros. Coffee and other coffee companies, including Folgers Coffee and Maxwell House.

● Career

Peet's career in the coffee industry spanned several decades, during which he worked with various companies, including Hills Bros. Coffee, Folgers Coffee, and Maxwell House. He also traveled extensively, visiting coffee-producing regions like Java, Sumatra, and Kenya, and learning about different coffee varieties and roasting techniques. Peet's experiences working with Hills Bros. Coffee and other companies helped him develop a deep understanding of the coffee industry, from coffee farming to coffee roasting and coffee brewing. He also interacted with other notable figures in the industry, including James Folger and William H. Bovee, the founder of Hills Bros. Coffee.

● Founding of Peet's Coffee

In 1966, Peet founded Peet's Coffee in Berkeley, California, with the goal of introducing high-quality, specialty coffee to the US market. The company quickly gained a reputation for its distinctive coffee blends, including Major Dickason's Blend and French Roast. Peet's Coffee also became known for its expertise in coffee roasting, with Peet himself overseeing the roasting process and ensuring that every batch met his high standards. The company's success was influenced by its proximity to the University of California, Berkeley, which provided a steady stream of customers, including students and faculty members like Mario Savio and Clark Kerr.

● Impact on

the Coffee Industry Peet's impact on the coffee industry was significant, as he helped to popularize specialty coffee and introduce new coffee varieties to the US market. His company, Peet's Coffee, inspired a generation of coffee entrepreneurs, including Howard Schultz, the founder of Starbucks, and Herb Hyman, the founder of The Coffee Bean & Tea Leaf. Peet's emphasis on high-quality coffee beans, careful roasting, and expert brewing also raised the bar for the industry as a whole, influencing companies like Dunkin' Donuts and Seattle's Best Coffee. Additionally, Peet's commitment to sustainability and social responsibility helped to shape the industry's approach to coffee sourcing and fair trade practices, with organizations like Fairtrade International and Rainforest Alliance.

● Legacy

Alfred Peet's legacy extends far beyond his company, Peet's Coffee. He is widely credited with starting the coffee revolution in the US, which transformed the way Americans think about and consume coffee. Peet's influence can be seen in the many specialty coffee companies that have followed in his footsteps, including Intelligentsia Coffee and Stumptown Coffee Roasters. His commitment to quality, sustainability, and social responsibility has also inspired a new generation of coffee entrepreneurs, who are working to create a more equitable and environmentally friendly coffee industry, with organizations like Specialty Coffee Association of America and National Coffee Association. Today, Peet's Coffee remains a leading specialty coffee company, with locations throughout the US and a reputation for excellence that is still inspired by its founder's passion and expertise, and is often mentioned alongside other notable coffee companies like Costa Coffee and Lavazza.