The Coffee Visionary: The Life and Legacy of Alfred Peet

by Jasper Houtman

“The coffee tells my story.” ―Alfred Peet

At a time when most Americans drank coffee percolated from canned grounds, the son of a coffee roaster from a small town in the Netherlands laid the foundation for specialty coffee in the United States. When Alfred Peet opened Peet’s Coffee, Tea & Spices in Berkeley, California, in 1966, and started selling small batches of on-site, hand-roasted coffee beans, the renowned roastmaster had no way of knowing that he was brewing a coffee revolution and defining the coffee culture we know and love today.

Genres: Biography

208 pages, Hardcover

Published June 19, 2018

Reviews

[Eric · Rating 5 out of 5]

The legend and myth of Alfred Peet has loomed large in my mind beginning at my first training as a Starbucks barista in summer of 2002. I remember how heavily emphasized his role in Starbucks (as a consultant and mentor to the three original founders) was and how confused I was that this was acknowledged at Starbucks, especially considering that Peet's coffee stores still existed. Houtman's biography of Peet covered everything: his roots in the Netherlands, his extensive coffee and tea training, his founding Peet's in Berkeley, and the coffee culture he is responsible for today. Some parts of this book almost brought me to tears. Yes, he taught the world how to make coffee properly and respect what quality coffee is, but what was touching and sad was how he sacrificed his own personal life to do this. There are many stories of his kindness to friends, strangers, and family, but also many stories of how harsh and cold he could be with people. It seemed like his relentless quest for excellence and perfection took its toll on him. It was interesting to read that after he left Peet's in the 80's he still had close ties to Peet's, Starbucks, and many other coffee houses. In other words, his legacy and influence on coffee was even greater than I thought. Another detail that was striking to me was that in 2002, when I was starting at Starbucks, he was training new employees in the Netherlands. The fact that he had a connection with Starbucks at the same time I was there was something I would have believed to be an impossibility. In the end, Peet's legend was confirmed for me. Quality coffee and the right process of brewing it was always the most important thing. He called the modern Starbucks "milkhouses," not coffee houses. Peet was not a perfect man, but his attention to detail and faithfulness to the art of coffee-making will have a lasting impact. Great read.

[Jeremy Hatch · Rating 3 out of 5]

Such a light read that I finished it in one day. Feels like an authorized biography, for better or worse (light on criticism of its subject and tiptoeing around difficult topics). Still, it seems like this book gathers together everything there is to know about Alfred Peet and Peet’s Coffee, and therefore it has a clear value for the time spent. Anyway I learned quite a bit in this reading today. Next time I’m back in the Bay Area I’ll have to make a little pilgrimage to the first Peet’s store, where it all started back when.

[Cecile · Rating 4 out of 5]

While I thought the writing style was a bit disjointed, I enjoyed learning about Alfred Peet and his enormous influence over the coffee industry. I considered giving the book three stars, but I think it is an important subject and worth reading, hence the 4th star. I wanted to know more about his life outside the company, which came a little late in the book. As a coffee lover (one with a preference for the quality at Peet's) I now understand where that quality comes from, and how it has been maintained even after Peet sold the company.

[Ricky Mortensen · Rating 5 out of 5]

I work at a Peet’s Coffee shop, so to increase my knowledge of our founder was an incredible experience. I learned a lot about him, about coffee and about entrepreneurship. As an aspiring entrepreneur myself I learned many great lessons in this book. Highly recommend for Peet’s customers, baristas and even those on the dark side... Starbucks. Starbucks and Peets’ early history before Starbucks was bought by Howard Shultz. Very interesting.

[Dave · Rating 4 out of 5]

A decent biography of the godfather of American coffee culture. This should be required reading for everyone working in the coffee industry, and every single resident of the Bay Area (especially Berkeley and Emeryville). Every American who loves coffee owes a debt of gratitude to Alfred Peet and his uncompromising quest for quality coffee and tea.

[John Haffner · Rating 3 out of 5]

It felt like a stretched-out magazine profile. It was fine for as far as it went, but not life-changing.

[Karishma Bhakta · Rating 4 out of 5]

Amazing story on how Alfred Peet's developed Peet's Speciality coffee. Houtman shares how Alfred Peet's crafted his palette for coffee and the business.

[Scott · Rating 3 out of 5]

Quick read on alfred peet’s life. Not enough insight into the craft coffee biZ

[Lauren wise · Rating 3 out of 5]

This was a very thorough history and felt anecdotal at times.

[Jerry Vanschaik Vanschaik · Rating 5 out of 5]

I first heard about Alfred Peet when I was working at Starbucks in the early 90s, back when they still sold coffee. Unlike Starbucks, I never lost interest in coffee and Alfred Peet. I found this to be very detailed and did like the parts that explained how Alfred Peet and Starbucks were connected in the modern history of coffee in the U.S.

[Len · Rating 4 out of 5]

So far, a fascinating look into the mind of Alfred Peet and how he was the foundation for the way coffee is crafted, presented, and a large part of our lives today...