Close your eyes, have a few sips of Peet's French roast and you will feel the love. Alfred knew coffee like few others.
"Alfred Peet is widely credited with being the pioneer in the American coffee revolution. Peet was born in Alkmaar, the Netherlands, in 1920. His father owned and operated a coffee wholesale and coffee bean grindery, and during his younger years, Peet would help in the family’s coffee roasting, grinding and coffee bean buying business. So he was trained to be a coffee bean roasting and grinding expert at an early age. At the age of 18, in 1938, he moved to London to work for a coffee and tea company, probably to gain more experience in both the coffee and tea business. It is not clear where Peet was during World War II. If he was in England at that time, he probably ended up in participating in the war effort. We do know that at a later time, probably following the war, Peet lived in New Zealand and Indonesia, again involved in the coffee and tea business.
In 1955, Peet immigrated to the United States and settled in San Francisco."
Source:
http://www.newnetherlandinstitute.org/history-and-heritage/dutch_americans/alfred-h-peet/