He became known as ‘the godfather of quality coffee’ in the US: Alfred Peet. Born in the small Dutch town of Alkmaar he travelled the world before he settled in San Francisco. There he became famous with his shop Peet’s Coffee & Tea in Berkeley.
Alfred Peet roasted small batches of coffee in his own shop. People were lining up to buy the ‘dark roast’ he sold. The fans called themselves Peetniks.
The three founders of Starbucks came to his shop to learn from him, and with his support they started their own coffee business in Seattle. Other coffee entrepreneurs came to Berkeley to learn from the ‘Dutch coffeemaster’.
In March 2016 the book ‘De man die de wereld koffie leerde drinken’ was published in the Netherlands, written by Dutch author Jasper Houtman. For the first time it is possible to read the remarkable story of Alfred Peet. Currently I am working to get the book published also in English.
You can read an interview with me on Sprudge.
Please contact me with any questions.