VP Coffee and Roastmaster
Doug Welsh is Vice President of Coffee and Peet's third Roastmaster, dating to Mr. Peet's tenure. He began his career at the original store on Vine Street in 1994, after a decade of loyal patronage fueling two degrees from the University of California. Meeting Jim Reynolds, and captivated by the art and science of tasting, Doug shifted his focus from practicing law to the art of coffee, training with the now Roastmaster Emeritus for a dozen years before gradually taking the helm of Peet's quality. Doug is responsible for that quality from sourcing, blending and roasting to positioning and the delivered customer experience. He is an established authority in the specialty coffee industry, a judge and speaker in international coffee fora, past President of the Pacific Coast Coffee Association (2006-7), and a current director of World Coffee Research.
Director of Coffee Purchasing
Phil began his career in coffee in 1989, when he joined S&W Fine Foods as the Production Manager in the coffee plant in San Francisco. Over the course of the next 13 years, he was promoted to Plant Manager and eventually advanced to Director of Coffee Operations and Green Coffee Buyer. In 2002, Phil joined the Ecom Coffee Group as a coffee trader with Atlantic Specialty Coffee in the Bay Area and was instrumental in leading the company to become one of the top importers of specialty coffee in the country. In the process, he worked closely with the Peet's coffee department to source top-quality coffees from around the world. Phil served on the board of the Pacific Coast Coffee Association for six years, serving as president from 2005-2006, and has participated in many cupping competitions over the years. He’s an active member of the Roaster's Guild and shares his colleagues' enthusiasm for the perfect roast.
Director of Tea
Eliot Jordan has been selecting and blending the finest premium teas for Peet's Coffee & Tea since 1990. The Berkeley, Calif. native first fell in love with coffee, and especially tea, while working as a part-time employee at the original Peet's store on Vine Street in Berkeley's renowned "Gourmet Ghetto" in 1985. As a tea buyer, his expertise and commitment to offering only the finest, hand-selected teas have earned Peet's an international reputation for quality that has become the standard by which all other companies are judged. Over the years, Eliot has developed strong relationships with the premier tea producers in the world, enabling him to source the finest teas available. Eliot speaks frequently at tea industry events and is a member of and teaches classes at the Specialty Tea Institute. He is also judge at the biannual World Tea Competition based in Las Vegas, Nev.
Jim was born and raised in Seattle and graduated from the University of Washington. He began working in specialty coffee in 1973 as coffee roaster for the newly founded Starbucks and then moved to Berkeley in 1984 to become the Coffee Buyer/Roastmaster for Peet's Coffee & Tea. He is now semi-retired and has the title of roastmaster emeritus at Peet's. During his active career he served on numerous coffee industry groups who lent assistance to coffee producers in many countries, especially in East Africa and Latin America. He continues to use his influence to improve coffee quality and value in order to strengthen the economies of the coffee-producing communities.
Alfred Peet introduced Mr. Baldwin to coffee selecting, blending and roasting in 1970. In 1984, Mr. Baldwin bought Peet's simply because, as he put it, "Peet's had the best coffee." For more than 25 years, Jerry carried forward Peet's commitment to roasting the highest-quality coffee and delivering it fresh. Mr. Baldwin is a member of the board of TechnoServe and a founding contributor of the American Institute of Wine and Food. He has served as Chairman and Trustee of Coffee Quality Institute and is both a recipient of the Lifetime Achievement Award of the Specialty Coffee Association of America and an honorary member of the Kilimanjaro Specialty Coffee Growers Association known as Kilicafe.