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Gerald “Jerry” Baldwin was one of the original founders of Starbucks and a former owner of Peet’s Coffee and Tea. A Bay Area native, he was born in San Francisco in 1942 and attended the University of San Francisco for his undergraduate years. While still developing the plan for Starbucks, he met Alfred Peet in 1970, who acted as a mentor for Baldwin and his business partners and helped form a strong connection between the two burgeoning coffee chains. Along with Zev Siegl and Gordon Bowker, Baldwin officially opened in Starbucks in 1971. In this student-conducted interview, Baldwin discusses the emergence of a new coffee culture in the United States in the 1960s and 1970s, his relationship with Alfred Peet and the Peet’s coffee chain, and the growth of Starbucks from a regional to global business.

Details

Title
Gerald Baldwin: Reflections on the Rise of New Coffee Culture
Creator
Baldwin, Gerald, interviewee
Nelson, Heather, interviewer
Published
Berkeley, CA, Oral History Center, 2016
Full Collection Name
Food and Agriculture Oral Histories Individual Interviews
Subject (Topic)
Food and Agriculture
Type
Text
Format
Oral histories.
Archive
The Bancroft Library Oral History Center
Note
Baldwin, Gerald. "Gerald Baldwin: Reflections on the Rise of New Coffee Culture." Interview by Heather Nelson in 2008. Oral History Center, The Bancroft Library, University of California, Berkeley, 2016.
Interview date(s) 2008
Usage Statement
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