Peet's is known as a coffee company, but knowledge is as important a commodity to its leadership, from founder Alfred Peet graciously sharing the fruits of his earnest study and experience with three eager young entrepreneurs (whose resulting enterprise is also well-known today as Starbuck's) to current efforts to position everyone involved in coffee to thrive -- today and beyond. As Peet's website states, "We work alongside farmers to offer training and educational opportunities, support farm community initiatives and invest in coffee plant science."