Press release

Peet’s Coffee Owner to Open 2014 Unified Wine & Grape Symposium With Luncheon Address

SACRAMENTO, CA – Former owner of Peet’s Coffee and Starbucks co-founder, Jerry Baldwin, will present the keynote luncheon address on Tuesday, January 28, 2014, the first day of the Unified Wine & Grape Symposium.

“The Unified Symposium LLC Management Committee and organizers are honored that Jerry Baldwin will be our keynote luncheon speaker,” said Lyndie Boulton, executive director for the American Society for Enology and Viticulture (ASEV) which is a co-organizer along with the California Association of Winegrape Growers (CAWG). “Jerry is a well accomplished, multi-talented business professional on an international scale. His unmatched expertise on marketing and customer service will make for a powerful opening day.”

Baldwin learned the coffee trade from Alfred Peet, whose store, Peet’s Coffee & Tea, was the inspiration for Starbucks in 1971. In 1984 Peet’s was put up for sale, and Baldwin led the group who purchased the company. In 1987 he sold Starbucks and turned his full attention to Peet’s. Baldwin was chairman of Peet’s until 2001 when Peet’s became a publicly traded company, though he has continued as a member of the Board of Directors. Baldwin also owns and operates a vineyard and award winning J. Baldwin Wines in the Sonoma Valley of California.

“Jerry Baldwin’s long career as a business leader and visionary in the coffee industry illustrates a valuable lesson, even in mature industries and product categories the opportunities for innovation and value creation are almost limitless,” said John Aguirre, CAWG president.
Over the years Baldwin has earned many kudos, one of which was being named Coffeeman of the Year for North America by Tea & Coffee Trade Journal. He is an honorary member of the Kilimanjaro Specialty Coffee Growers Association (Kilicafe), a founding director of Red Hook Ale Brewery and a founding contributor to the American Institute of Wine and Food.

The Tuesday luncheon, priced separately, is a new feature and part of a revised meeting format for 2014. Also new for 2014 on the same day is a Welcome Reception in the late afternoon and is included as an added benefit with General Registration. Visit for more details.

Created by ASEV and CAWG, and built with the joint input of growers, vintners and allied industry members, the Unified Symposium serves as a clearinghouse of information important to wine and grape industry professionals. The Unified Symposium also hosts the industry’s largest trade show of its kind, with over 650 vendors displaying their products and services. For additional information, please call (530) 753-3142 or visit

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