Peet's Coffee is more than a brand—it's a cultural revolution that redefined American coffee. Founded by Alfred Peet in 1966 in Berkeley, California, the company introduced Americans to freshly roasted, high-quality, dark roast coffee at a time when instant and diluted brews dominated the market. Born in the Netherlands and trained in Europe, Alfred brought an artisanal approach to roasting, emphasizing small batches, sensory craftsmanship, and freshness. His flagship store became a hub for students, thinkers, and food enthusiasts, eventually giving rise to the modern specialty coffee movement. Among his most notable legacies is mentoring the founders of Starbucks, who learned their craft under Peet before launching what would become a global empire. Over the decades, Peet’s has evolved from a single boutique shop into a nationwide chain with over 465 locations across the U.S., China, and the Middle East, while maintaining its commitment to quality and sustainability. Today, owned by JDE Peet’s—a global coffee giant—it continues to innovate with products like Ultra Coffee, plant-based milk accessibility, and sustainable sourcing initiatives. Despite growth and corporate ownership, Peet’s still honors its roots through meticulous roasting techniques, roast-date transparency, and a deep respect for coffee as an art form. As the company expands globally and embraces new trends, it remains anchored in Alfred Peet’s original vision: to elevate coffee from a commodity to a craft. From its role in shaping café culture to its influence on sustainability and innovation, Peet’s enduring legacy proves that one man’s passion for better coffee could—and did—change the world.