When Alfred Peet opened a local coffee shop in Berkeley in 1966, no one was anticipating the changes that Peet's would make to the coffee industry in America. Bringing a focus to quality and fresh-roasted coffee in a time long before "Hey, when were these beans roasted?" became a standard question, Peet's helped bring a whole new attitude to coffee. 50 years later Peet's is known far beyond Berkeley, but they still focus on coffee and freshness. Sourcing high-quality coffees, Peet's utilizes direct farmer trade, farmer assistance programs, certified fair trade, and certified organic coffees to provide a great experience for their customers and for the farmers whose coffee they roast.