At Peet's, we believe that coffee skills and practices are part tradition and part innovation --and that hard work and attention to detail are required to produce quality results.

Our skillful evaluation and careful selection of coffee beans is crucial to quality. But it is our unique artisan roasting method that gives our coffee its distinctive flavor.

We roast by hand, not by computer. We roast in small batches, paying close attention to the individual characteristics that each coffee or blend requires. We roast all 32 of our coffees every day. And we roast to taste, not to color.

Our goal is to roast as much body into our coffee as its unique origin, acidity, and natural flavor will allow, giving our coffee a deepness that no other roaster can duplicate. This technique requires exceptionally well-trained artisans with many years of roasting experience. Peet's roasters make a 10-year commitment to learn the craft of roasting coffee the Peet's way.