Alfred Peet

Alfred Peet is often called the "grandfather" of the specialty coffee movement in the United States. Born in the Netherlands to a family of coffee roasters, Peet moved to the U.S. and opened Peet’s Coffee, Tea & Spices in Berkeley, California, in 1966. At the time, the American coffee market was dominated by mass-produced, pre-ground, and often stale coffee. Peet sought to change this by sourcing high-quality Arabica beans and roasting them in small batches to highlight their flavor.

Peet’s approach to roasting was distinctively bold. He favored darker roasts that emphasized body and richness, a style that was largely unknown to the average American consumer at the time. His shop became a hub for coffee enthusiasts and a training ground for the next generation of roasters, including the founders of Starbucks. By prioritizing freshness and quality, Peet demonstrated that there was a significant market for premium coffee, effectively launching what is now known as the "Second Wave" of coffee.

Beyond his roasting style, Peet was a pioneer in the direct-to-consumer model. He insisted on selling only fresh-roasted beans and educating his customers on the importance of proper brewing. His influence extended far beyond his own shops; he set a new standard for the industry, forcing competitors to improve their sourcing and roasting practices. His commitment to quality helped shift the American palate away from bland, commodity coffee toward a more sophisticated appreciation of the bean.

In practice, Alfred Peet’s legacy is the modern coffee shop. Every time a consumer buys a bag of fresh-roasted, single-origin coffee, they are benefiting from the path he paved. He proved that coffee could be a craft, not just a commodity, and his influence remains a cornerstone of the specialty coffee industry today.