ABOUT US

Exceptional coffee is the result of dedication, knowledge, and attention to every detail involved in the journey from bean to cup. Great coffee begins long before brewing, with careful sourcing, thoughtful roasting, and a deep understanding of how different origins and techniques influence flavor. From the beginning, the company has focused on creating coffee experiences built around freshness, craftsmanship, and respect for traditional roasting methods. These values have shaped its identity and continue to guide its approach to coffee today.

The foundation of this coffee tradition began with Alfred Peet, whose early experiences in Alkmaar, Holland, introduced him to the world of coffee and tea production. Growing up around a family business, he gained practical knowledge of roasting tools, grinding equipment, and the processes required to develop high-quality beverages. Rather than following a conventional academic path, Alfred chose to develop his skills through direct experience, learning the importance of precision, patience, and consistency in coffee preparation.

His career later expanded into international coffee and tea markets, where he gained exposure to different growing regions, cultural traditions, and production techniques. His time working with coffee in Indonesia became especially influential, providing opportunities to explore unique beans and advanced roasting practices. After additional professional experiences abroad, Alfred moved to the United States and entered the coffee importing industry. During this period, he recognized that many everyday coffees lacked the richness, complexity, and character that could be achieved through better ingredients and more careful preparation.

In 1966, Alfred opened a coffee shop in Berkeley, California, introducing customers to a new approach focused on quality and freshness. The shop quickly became known for its carefully selected beans and distinctive roasting style. Alfred believed that exceptional coffee required a combination of superior raw materials and expert roasting techniques. He paid close attention to flavor balance, aroma development, and the way roasting could highlight the natural qualities of each coffee variety.

Freshness remained one of the most important principles behind this philosophy. Alfred believed that coffee reached its greatest potential when it was enjoyed soon after roasting. By shortening the distance between production and consumption, customers could experience more vibrant flavors and deeper aromas. This approach helped encourage a growing appreciation for freshly roasted coffee and contributed to the wider development of specialty coffee culture.

Over the years, the company continued to expand while preserving the standards established during its earliest days. One notable achievement was the creation of a signature blended coffee developed through collaboration with Key Dickason, a retired Army sergeant. Together, they experimented with different coffee combinations to create a rich and layered blend recognized for its depth and complexity. The blend became an important part of the company’s history and remains connected to its tradition of careful craftsmanship.

Alfred’s expertise also influenced a new generation of coffee professionals. During the growth of specialty coffee in the 1970s, several entrepreneurs sought his advice and learned from his experience in roasting, blending, sourcing, and business development. His willingness to share knowledge helped strengthen the appreciation of skilled coffee preparation and encouraged broader interest in quality-focused coffee.

As the company grew, roasting continued to serve as a central part of its identity. Experienced roast leaders carried forward the techniques, discipline, and attention to detail established by Alfred. Each generation of roasting professionals contributed new ideas while maintaining the responsibility of protecting the quality and character of every coffee produced.

The company gradually expanded beyond its original location, making its coffees available to more customers across the country. Wider distribution allowed more people to enjoy carefully roasted coffee at home while maintaining the same commitment to quality ingredients and distinctive flavors. Growth brought new opportunities while preserving the values that shaped the company’s beginnings.

Over time, the company also broadened its beverage offerings by introducing premium tea selections and exploring new ways for customers to enjoy coffee. These additions reflected the same dedication to thoughtful sourcing and carefully developed flavors. The organization continued to embrace innovation while remaining connected to its original passion for craftsmanship.

Modern coffee preferences have inspired continued experimentation with new roasting styles, flavor profiles, and convenient preparation methods. New collections and products have provided customers with more choices, including brighter flavor expressions and easier ways to prepare quality coffee at home or while traveling. These developments demonstrate that tradition and innovation can work together to create new coffee experiences.

Today, the company continues to honor decades of expertise through responsible sourcing, precise roasting, and a commitment to creating memorable coffee moments. From a small beginning in California to becoming part of daily coffee routines for customers across the country, its journey reflects a lasting dedication to quality. Every cup represents the same guiding belief: carefully chosen beans, skilled preparation, and genuine passion can transform ordinary coffee into an experience worth enjoying.

For customer support and additional information, contact us at [email protected] or call 1-800-634-8573.