Alfred Peet: The Dutchman Who Revolutionized American Coffee

crazy by Editorial Staff | Posted on April 4th, 2023

In the world of specialty coffee, Alfred Peet holds a place of honor. As a Dutch-American entrepreneur, Peet became a trailblazer in the coffee industry, forever changing the way Americans experience their morning brew.


From introducing artisanal roasting techniques to mentoring future coffee giants, Peet’s contributions have left an indelible mark. Let’s explore his remarkable journey and the legacy he left behind.

alfred peet

Early Life and Background

Alfred H. Peet was born on March 10, 1920, in Alkmaar, a city in the Netherlands known for its rich cultural heritage. Growing up in a family immersed in the coffee business, young Alfred developed a deep appreciation for the craft. His father owned a coffee roastery, where Alfred spent countless hours observing the meticulous process of roasting coffee beans to perfection.

Peet’s interest in coffee and tea led him to London following World War II. There, he apprenticed with Twinings, one of the oldest and most prestigious tea and coffee companies in the world.

He honed his skills, gaining invaluable knowledge about the intricacies of tea and coffee production. His work as a tea taster later took him to the Dutch East Indies (modern-day Indonesia) and New Zealand, further broadening his expertise.

Peet’s Journey to America

In 1955, Peet made his way to San Francisco, California, where he worked in the coffee importing industry. However, he became disenchanted with the quality of coffee served in the United States, which he compared to World War II rationed coffee.

Determined to introduce Americans to the rich flavors of high-quality, freshly roasted coffee, Peet opened his first coffee store, Peet’s Coffee & Tea, in Berkeley, California, on April 1, 1966. The store quickly became a local favorite, with coffee enthusiasts flocking to experience the bold and complex flavors that Peet’s roasting methods produced.

All images of Alfred is credited to Peets.com

Revolutionizing the Coffee Industry

Alfred Peet’s impact on the coffee industry was nothing short of revolutionary. He brought about several key changes that transformed the way Americans viewed and consumed coffee:

  • Introducing Artisanal Roasting Techniques: Peet believed in carefully selecting the highest-quality beans from around the world and roasting them in small batches to bring out their unique flavor profiles. This artisanal approach produced coffee with rich, bold, and complex flavors.
  • Promoting Freshness and Quality: Peet insisted on roasting beans on-site at his Berkeley store and selling them within a short time frame to ensure peak freshness. He also encouraged customers to grind their beans at home just before brewing.
  • Educating Consumers and Sharing Knowledge: Peet was passionate about educating consumers on the nuances of coffee and proper brewing techniques. He willingly mentored aspiring coffee entrepreneurs, imparting his knowledge and skills to the next generation of roasters and coffee shop owners.

Through Peet’s pioneering efforts, a new coffee culture was born—one that celebrates the craft of coffee making and fosters a deep appreciation for the bean.

Leaving a Lasting Legacy

Alfred Peet’s legacy lives on in the form of Peet’s Coffee, a nationally recognized brand with a widespread presence across the United States and beyond. The company’s dedication to sourcing high-quality beans, ethical trade practices, and continuous innovation reflects Peet’s original vision.

Peet passed away on August 29, 2007, in Ashland, Oregon, at the age of 87. However, his influence can be felt throughout the specialty coffee movement, which continues to thrive and evolve.

Countless coffee shops, roasters, and enthusiasts have been inspired by Peet’s approach to coffee, and his passion for the craft remains a guiding force in the industry., and enthusiasts have been inspired by Peet’s approach to coffee, and his passion for the craft remains a guiding force in the industry.

In Conclusion:

Alfred Peet’s journey from a small Dutch town to the epicenter of American coffee culture is a story of determination, innovation, and an unyielding love for coffee. His unwavering commitment to excellence transformed the coffee landscape, giving rise to an entirely new way of experiencing coffee—one that values quality, freshness, and the art of roasting.

Today, as we sip on expertly crafted coffee in cozy coffee shops or savor the aroma of freshly roasted beans, we are experiencing the legacy of Alfred Peet—a legacy that continues to inspire and shape the world of specialty coffee. So, let’s raise our cups in honor of the Dutchman whose vision, dedication, and craftsmanship brought us the rich and vibrant coffee culture we cherish today.

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Disclosure: No compensation or free products were received in exchange for writing this review.

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Editorial Staff

The editorial staff at Crazy Coffee Crave is a team of coffee enthusiasts & Baristas who enjoy the one thing we all think about as soon as we get up in the morning. Trusted by thousands of readers worldwide.