March 13, 2008

Founders Day March 8th 2008 - Alameda Roastery Tour

Peets8a- By Erica, Peet's employee since 1996

It could not have been a more perfect day to host our Peet’s community at our new Artisan Roastery in Alameda, Calif.  Beautiful sunshine and breezy weather. 

The event?  Our very first Founder’s Day Public Roastery Tour to celebrate 42 years of “Roast to Order” Excellence at Peet’s, and to also celebrate the birthday of Mr. Peet, our founder and grandfather of the specialty coffee movement in the U.S.

Peets9a I arrived early (about 7:15am to be exact) to put the finishing touches on the event and was greeted by a few early birds who wanted to be the first in line.  As the morning progressed, a crowd started to gather. By 10am, when we officially opened to the public, there was an incredible line forming around our 138,000 square foot building!   

Peets10a Our guests were treated to Peet’s History best illustrated by a wonderful video we created about the legacy of Mr. Peet and five large museum size panels that told our unique story over the span of four decades.  Then it was time for a self-guided tour to see first hand Peet’s artisan roasting in action! 

Peets2aOur team of roasters were available to answer our guests’ questions and as Paul Gallegos, one of our senior roasters, used his senses of sight, smell and sound to roast and coax the flavors out of the green beans, our guests carefully observed the different stages of a Peet’s roast: the first pop….then the second pop….full city…and then finally…the moment we never get tired of seeing, the release of a perfect batch of Peet’s Deep-Roasted® coffee spilling out into the cooling fan!  Cameras shuttered, flashes flickered….The beans were “roast ready” for their closeup!

Peets5aFollowing roasting, the tour then led to the cupping room area where guests learned more about our feedback loop and how our team of roasters and coffee buyers evaluate each day’s roasts for quality assurance, flavor and taste.  This is part of Mr. Peet’s legacy to us.  Part philosopher, part artist, he shared that, “It is only by hand-roasting the beans, coupled with continuous tasting and evaluation that you can truly know what you have created.” 

Peets11a Coffee & tea tastings were next on the tour, led by our team of trainers who guided our guests in comparative tastings of both coffee and tea.

The grand finale:   A fresh cup of coffee, a chance to win a Peet’s gift basket of goodies, and the opportunity for our guests to tell their personal Peet’s story on video.  As our guests departed, we sent them on their way with a pound of fresh roasted coffee they watched being roasted that morning.   
 
Reflecting on the day, it was fun-filled and full of energy with many of our guests commenting on their renewed appreciation for just how much detail and discipline goes into their cup of Peet’s coffee.  Another takeaway that stood out for many employees working on this day was the revelation by our guests as to the exact moment or year that they drank their first cup of Peet’s….a powerful testament to the coffee and tea we’ve taken such great pride in offering our customers for 42 years. 

That nearly 2,000 of our loyal customers joined us to celebrate the life and legacy of Mr. Peet is especially humbling and clearly indicative of the deep connection we share together in one of life’s greatest pleasures:  a cup of Peet’s.

[editor's note, enjoy some links we've found about this event]

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