Peet's Coffee(& Tea) is a specialty coffee roaster and retailer. Peet's is especially known for its strong, dark roasted coffee, including its Major Dickason blend. Founded in 1966 by Alfred Peet (1920–2007) in Berkeley, California as "Peet's Coffee, Tea & Spices", Peet's has a devoted following, sometimes known as the Peetniks (a play on Beatniks) due to their strong customer loyalty to Peet's wide range of varieties and signature blends of coffee and tea.