Posts Tagged ‘vine’

Really Good Coffee Was the Alfred Peet Legacy

Alfred Peet was the son of a coffee trader in the Netherlands – he grew up in a coffee house.

I remember when he opened his first coffee store – located at Walnut and Vine in my hometown of Berkeley in 1966. It became a success very quickly.

Not long after, the Air Quality Control Board of California came knocking and told him that he could not have a roasting operation in that location.

"What’s the problem with this location?"

"The neighbors are complaining and this is fundamentally a residential neighborhood. You have to move it."

So Mr. Peet had to move the roasting operation to a different location to accomodate them.

At the time, Emeryville (a town adjacent to the south west of Berkeley) was kind of an industrial wasteland with many old warehouses and empty factories – left over from an era when America had been the foremost manufacturing powerhouse in the world. It had not been renovated yet.

Square footage was cheap there and abundent.

So Mr. Peet leased a commercial space in Emeryville, California and set up his roasting equipment. Looking inside the building was this huge warehouse space (relatively speaking) and this little tiny roasting machine way down at the end.

Now he had a roasting facility.

How was he going to pay for it?

He needed a commercial customer to generate the cash flow to accomodate the rent.

Peet’s first commercial roasting customer was a little company in Seattle named Starbucks.

Peets Coffee is a Berkeley icon and has set the standard for really good coffee and quality espresso since.

More about Peets Coffee and Tea.

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