OUR COFFEE REVOLUTION
We didn’t start it all. Just most of it. If you love insanely good coffee, you’re in the right place.
Alfred Peet learns the coffee trade while caring for roasting and grinding machinery at B. Koorn & Company, his father’s coffee and tea business in Alkmaar, Holland.
He forgoes college, moves to London to pursue the importing of coffee and tea, and continues to make things with his hands and fiddle with machines.
He works in the tea business in Indonesia—a pivotal experience that eventually inspires him to bring darkly roasted Indonesian beans to an unaware coffee-drinking public.
He temporarily resides in New Zealand. TL;DR he declares it boring and sails to the U.S.
When he arrives in California, he goes to work in the coffee import business but soon discovers that the richest country in the world drinks the lousiest coffee (we’re talking mass-produced, vacuum-sealed cans—not great).
He vows to only use high-quality beans, and a roasting system manually calibrated to achieve an even darker, sweeter roast. Alfred Peet proudly sends a batch to his mother, who politely suggests it’s “too dark.” Thankfully, he ignores her.
-
1967
At his shop, he promotes the belief that there should be the shortest distance possible between the roaster and the customer (ding-ding-ding!). He single-handedly helps the American consumer appreciate freshly roasted, dark roast blends.
-
1969
Retired army sergeant Key Dickason brings the idea for our most beloved blend, Major Dickason’s Blend, to Mr. Peet, sampling countless combinations before arriving at what is now our all-time bestseller.
Alfred Peet decided naming it after his customer wasn't enough—Dickason's rich, complex blend deserved a promotion from sergeant to Major. -
1971
With the opening of Chez Panisse around the corner, Berkeley’s neighborhood surrounding the corner of Vine and Walnut officially becomes a culinary destination.
Three young entrepreneurs approach Mr. Peet to learn the critical roasting and blending aspects of the coffee business. He provides them with training as well as the roasted coffee beans for their new venture, Starbucks. Yes, that Starbucks.
-
1973
Jim Reynolds trains with Alfred Peet as a roaster, later to become the second Roastmaster after Mr. Peet. Now Roastmaster Emeritus, Mr. Reynolds continues to influence Peet’s.
-
2000
Peet’s coffee makes its way into grocery stores. Now in thousands of locations, coffee lovers in all 50 states have access to quality beans.
-
2006
Doug Welsh is promoted to Roastmaster, only the third in the company’s history.
Peet’s adds Stumptown and Intelligentsia, both founded by former Peet’s employees, to our portfolio, further adding to our craft coffee credentials.
Peet’s 50th anniversary called for something special—so we honored Mr. Peet with a coffee as groundbreaking as he was. Big Bang redefines what a medium roast can be: full-flavored, vibrant, and unforgettable.
Peet’s launches “The Bright Collection” featuring a wildly new roasting style for us. Now coffees with vibrant, fruit-forward flavors join those in our much-loved roasty toasty roast profile.
Ultra Coffee Concentrate changes the game for those who want barista-quality coffee at home, on the go, or in a hurry. With only one tablespoon, anyone can make a Peet’s level drink at home or anywhere.