VP Coffee & Roastmaster
Traveler and treasure hunter, expert and esquire: Doug Welsh has an adventurer’s spirit and a sommelier’s nose. Only the third man in Peet’s history to hold the title of Roastmaster, Doug has circumnavigated the globe countless times in the hunt for the world’s best beans—and tasted more than a quarter million cups along the way. His three decades with Peet’s have transformed him from customer to counterperson to foremost authority, presiding over the quality of our coffee from source to bag. But Doug knows more than beans. As the son of a literary critic and the holder of Sociology and Law degrees, he can school you on everything from bike gears to proper grammar. The only thing he enjoys more than an intellectual debate over French Press is the peace and quiet of a hammock in Guatemala.
Director of Coffee Purchasing
Coffee makes an extraordinary journey from origin to cup, and Phil Maloney is the man who manages the trip. A veteran importer who supplied many fine coffees to Peet’s before joining the ranks, he starts his day in the tasting room and spends the rest of it thinking ahead, securing the world’s best beans months before harvest. When your job is to track down the finest quality, relationships make all the difference, and Phil has them in abundance; he’s been talking, roasting and buying beans since 1989. His expertise in specialty coffee means his palate is as sharp as his business skills, and he keeps it honed at cupping competitions and industry events. Born and raised in San Francisco, Phil is as passionate about the Giants as he is about the perfect cup.
Director of Tea
Much like the fine teas he’s known for, Eliot Jordan’s depth and expertise reveals itself quietly. Over the course of a steaming cup, you might learn about his start at the original Peet’s store in 1985. Or his appreciation of history, reflected in the blend he crafted and named after his great-great grandfather’s merchant ship, Pride of the Port. But mostly you’ll enjoy his encyclopedic knowledge of the tea you’re sipping, and the picture he paints of its terroir. Eliot’s treks through tea origins like Assam, Zheijang and Alishan have led to the rare finds, ancient stories and unique blends that give Peet’s its international reputation for quality. If that isn't proof enough of his mastery, he’s the judge at the biannual World Tea Competition in Las Vegas, which makes him something like the Iron Chef of tea.
Travel the coffee world, and you’ll be hard-pressed to find a person who doesn’t know and love Jim Reynolds. He’s been the official ambassador of Peet’s since 1984, fostering the relationships that set our coffee, stores and people apart. Jim learned the art of deep roasting from Mr. Peet himself, after a decade as a coffee roaster and buyer in Seattle. In the early days, he performed just about every job that needed doing, but quickly assumed the role of Roastmaster, preserving and passing down the Peet’s legacy in each and every bean. In fact, you’ll still find him cupping in the tasting room every Tuesday, and talking shop with the roasters on Thursdays. The rest of the week he spends buzzing around his adopted hometown of Berkeley, enjoying gourmet food, Cal Performances, Bears football and great friends.
Jerry Baldwin knows more about coffee than most people know about anything. And as far as he’s concerned, he still has a lifetime’s worth to learn. He got his start in 1970, picking up the finer points of selecting, roasting and blending from Mr. Peet. Jerry went on to buy Peet’s in 1984, owning it longer than its namesake. For 25 years, he carefully considered and shepherded every aspect of the business, from store design to employee training, advertising, and of course, the unparalleled flavor and freshness of the coffee. He continues to keep an eye on things as a board member, providing the vital link between a growing company and its storied history. He has been a member of several prestigious industry boards: Coffee Quality Institute, Specialty Coffee Association of America, Technoserve, Kilicafe and the American Institute of Wine and Food. But mostly he’s busy with another beverage these days; Jerry and his wife Jane make award-winning Zinfandel through their family label, J. Baldwin Wines.