Alfred Peet

Alfred Peet was a Dutch-American coffee roaster and entrepreneur credited with popularizing high-quality, dark-roasted coffee in the United States. Starting in the 1960s, he emphasized fresh beans, careful roasting, and strong flavors, setting new standards for coffee quality. His approach influenced the craft coffee movement and inspired many specialty coffee companies, including Starbucks. Peet’s commitment to craftsmanship and detailed roasting techniques helped elevate American coffee culture from generic to gourmet, making high-quality coffee more accessible and appreciated among consumers.