VISION
To be the gold standard specialty coffee and tea brand available to the world, with one of the most dedicated and loyal customer followings of any brand.

MISSION
To enable and inspire customers to enjoy the daily pleasure of Peet's Coffees & Teas by providing a distinctive, superior product, superior coffee and tea knowledge and superior service to every customer, every day.

1. Create a work environment that values and promotes teamwork and diversity, where we treat each other with dignity and respect.

2. Communicate honestly and directly to each other, our customers and our partners.

3. Remain dedicated to the highest standards of bean and leaf selectivity, our signature, artisan roasting process and freshness.

4. Expand and deepen the coffee and tea knowledge and passion among our own people.

5. Focus on developing fanatic customers, not just satisfied customers, who evangelize Peet's to others.

6. Positively contribute to the communities and environment of producing countries globally and in the communities we operate in locally.

7. Recognize that improving profitability over time is essential to our success.