CoffeeGeek - Articles: CoffeeGeek Columnist Feedback, A reluctant admission, I don't hate Starbucks by Lou Pescarmona (#)
„peets was in serious financial need when the founders of starbucks (who learned from peet himself how to roast in the first place-and bought their beans before they started roasting theeir own beans) bought him out in the 80s. when starbucks got bought by schultz the founders took peets with them when they left. the founders gave schultz $100k in seed money and became their first investor for the starbucks you know today. technically starbucks success paid for peets expansion in the form of starbucks stock.“
http://www.coffeegeek.com/forums/articles/columns/ 98359 - Cached
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„The coffee you buy at peets.com is deep roasted to your order and en route to you as quickly as possible, usually the same day. We roast by hand in small quantities to ensure that you receive the freshest beans, and we never keep an inventory of roasted beans at our roasting plant.“
http://www.peets.com/.../ coffee_fresh.asp?sid=d29320c4c6e79499ae6ec3359aa2a837
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„Many coffee companies use computers to roast their coffees. But we believe no computer can roast beans like a skilled roaster can.“
http://www.peets.com/learn/ coffee_meet_roasters.asp
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Peet's Coffee & Tea | Peet's Deep Roasting
„If you crack open one of our beans, more often than not you'll see that it's darker on the inside than it is on the outside. A lot of the time, others will roast coffee too quickly and it's darker on the outside than it is on the inside, resulting in a kind of a raw, unfinished flavor. The color of Peet's coffee, then, is dark, but incidental. As I like to say, we roast to taste, not color.“
http://www.peets.com/.../ coffee_deeproast.asp?sid=d29320c4c6e79499ae6ec3359aa2a837
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„Many coffee companies use computer profiling to roast their coffees. But we believe no computer can roast beans like a skilled roaster can. “
http://www.peets.com/learn/ learn.asp?sid=a6842ce81c445f14b5ac67faec34539d
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CoffeeGeek - Members: Coffee Recipes, Powdered chais and Cocoas.
„Here's the thing I have to say: I think your job at Peet's made you get a bad idea of roast levels. I know Peet's promotes the dark roast ("Essential oils of the beans surface and exhibit a shiny gleam."). However, dark roasts are hard to pull of, as they're usually thin and ashy. I personally usually hate dark roast espressos.“
http://www.coffeegeek.com/forums/members/recipes/ 87246
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