A Rekindled Passion

As many of you know, I love coffee. Not just any old, run-of-the-mill coffee, mind you, but really good coffee. I like my coffee strong and I don't dilute it with cream or sugar. Sometime around 2001/2002 I became disillusioned with Starbucks. I think it was precisely when I realized that I could stand on my rooftop, throw a rock and hit about 3 or 4 Starbucks outlets that I realized they lost their proverbial soul. I put them up there with Microsoft and Wal-Mart as a member of the Triumvirate of Evil, intent on taking over the world.

First, a little background. I drank coffee sporadically in high school and college. I worked at McDonald's and worked the opening shift (i.e. show up at 5 a.m.) on the weekends. I'd drink their perfectly passable coffee to get me going, but that was about it. I'd drink coffee occasionally to help me get through an all-nighter after I ran out of soda. When I moved to Vegas and started working a steady day shift, I found Starbucks. First, it was Frappuccinos. Then I switched to Caffe Mochas. Right around 2001-2002 I decided I needed to lose some weight. I was going to Starbucks every work day and getting myself a Grande Caffe Mocha, complete with whole milk and whipped cream. Not only was it expensive, but calorie dense - 360 calories per drink! That was practically a meal!

I needed to take drastic action. I was working at ClientLogic at the time, and we had just landed the Gevalia Kaffe account. Most people know Gevalia for their free coffee maker offers. The Project Manager and Call Center Director were both friends of mine, and they sent me some free coffee to try and I signed up for the delivery service as well. I used to water my coffee down with cream and sugar, but those were calorie luxuries I could no longer afford. I relegated myself to one non-fat latte a week. I have been a black coffee drinker ever since.

In the intervening years, I went on a quest for good coffee. Gevalia was good for a while, but their quality started to suffer greatly about 3 years ago. It was about that same time I discovered the Coffee Bean (oh, and met my wife, ironically at the Coffee Bean three years ago yesterday. Happy Anniversary babe!). The whole bean coffee wasn't quite as good as Starbucks, but their Caramel Lattes are way better than Starbucks' Caramel Macchiatos. They were close to the new house and gave me a free coffee when I bought a pound of beans. Alas, the location in the Aliante Information Center closed after a Starbucks opened across the street.

So it was back to buying my coffee at Starbucks. At first, I had them grind my beans for me, as I didn't have a grinder at home. Then, we used a portion of a Bloomingdale's gift card to buy a burr (as opposed to blade) grinder for the house. The burr grinder provides a lot more control over the grind of your beans, providing a more consistent coffee ground which makes for better coffee. Since Keds and I have become aware of the subtleties of food, I figured we could tell the difference in coffee. However, we couldn't tell the difference between blends and varieties. It all tasted the same. Which led me to try Peet's.

My first awareness of Peet's Coffee was back in 2002 or so. I read Howard Schultz's book about how he ran Starbucks. If you work in corporate America, I strongly urge you to read the book. It explains why they are one of the best companies to work for and you can totally see what your company is doing wrong. In it, we learn that Starbucks was founded in Seattle by three former Bay Area residents that were fan's of this place called Peet's Coffee in Berkeley, not far from the Cal campus. In fact, in their first year of operation, Peet's actually supplied them with their raw beans. After Schultz left to form his own company that would offer espresso beverages, Starbucks actually bought Peet's. They later re-engaged with Schultz. Eventually, Peet's and Starbucks went their own way.

I tried Peet's Coffee at Mitch and Samantha's. It was good. However, as my disillusionment with Starbucks bean quality grew so did my desire to search out Peet's. Then, one day we were in Whole Paycheck (sorry, Whole Foods), and I saw Peet's coffee sitting there on the shelf. However, I was aghast at what they were charging for 3/4 of a pound! Surely it would be cheaper to buy it direct. But I also wanted Keds to try the Arabian Mocha Java blend - one of my all-time Starbucks favorites. So I go into my local Starbucks and request it. I was absolutely devastated when they told me they had discontinued this classic blend! That was it. My quest had been set.

On our next couple of trips to LA, we had every intention of stopping at a local Peet's outlet and picking up a pound or two of Arabian Mocha Java. But it didn't work out. This last trip in, though, we made the time to stop buy. I picked up one pound of Arabian Mocha Java and one pound of their signature Major Dickason's Blend. I could actually taste the difference between the blends and taste the difference in the quality of the coffee. I decided to take the plunge and set myself up for home delivery. So I did. I placed my order on Thursday, it shipped on Friday and it arrived on Tuesday. One pound of Mocha Java and decided to try something new - New Guinea Highlands. What impressed me most was that both pounds of beans had their roasting date on them - Thursday, March 27th. So cool.

I opened my pound of Mocha Java this morning and nearly got a contact high. That got me through my shower. When I took the first sip from my first cup this morning, I was hooked. I could taste all of the flavors within the coffee. I finally found what I am looking for in a coffee. I can't wait to try the New Guinea. Their write up indicates that the original coffee trees were transplanted from Jamaica's Blue Mountains. We love Jamaica Blue Mountain coffee. We drank it every day on our honeymoon. I am now a certified Peetnik. Fellow readers, if you are a coffee or tea drinker, don't be surprised if you get Peet's as a gift...