Peet's Coffee & Tea

TLDR: my general verdict on Peet’s is it’s good if you go in the store and get it.

Peet's Coffee is a specialty coffee roaster and retailer that has played a significant role in the American coffee culture, particularly in pioneering the craft coffee movement. Founded by Alfred Peet in Berkeley, California 1966, the company introduced a darker, more decadent roast than was commonly consumed at the time. This became the brand's hallmark and was instrumental in influencing the third wave of American coffee culture.

Early Years and Influence

Alfred Peet was born in the Netherlands and was exposed to coffee roasting from a young age, as his father ran a small coffee roastery. After World War II, Peet moved to San Francisco and was disappointed by the quality of coffee in the United States. This led him to open his first shop in Berkeley. This location sold roasted coffee beans and served as a place for social interaction and education about quality coffee. The shop rapidly gained popularity for its unique dark roasts and fresh beans.

Expanding Influence
The brand was particularly influential on the founders of Starbucks, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who were initially supplied by Peet's before starting to roast their beans. They considered Alfred Peet a mentor and were deeply influenced by his approach to coffee roasting.

Growth and Acquisitions
Throughout the 1980s and 1990s, Peet's expanded beyond Berkeley, opening more locations and eventually going public in 2001. In 2012, the company was acquired by JAB Holding Company, a German conglomerate that owns other coffee brands like Keurig and Caribou Coffee. Despite the acquisition, Peet's continues to operate as an individual brand, maintaining its distinct coffee roasting and retailing style. Peet's has expanded to have hundreds of locations across the United States, along with a robust packaged goods business that includes grocery store sales and a subscription service. It also introduced ready-to-drink cold brews and other beverages, maintaining its commitment to high-quality coffee while adapting to changing consumer tastes.

Legacy
Peet's Coffee remains a staple in American coffee culture and is often credited with setting the stage for the specialty coffee movement in the United States. Its commitment to quality, from bean sourcing to roasting techniques, has made it a beloved brand for coffee enthusiasts across the nation.

Our Take
Peet's offers consistency, variety, and convenience for coffee drinkers across a number of channels and formats.
Peet's hasn't really bridged over to the 3rd wave movement, though it offers a few country-origin options.

-Ted Chan, Managing Editor