Peerless Coffee

Peerless Coffee & Tea
In 1924 John Vukasin arrived in Oakland, California from his native Yugoslavia. Like many immigrants, he brought a dream with him. John knew coffee: the beans, the roasting, the rich flavors of European style coffees, and he knew that there was a market for it in his new country. He also knew the importance of service and commitment to excellence – hence the name “Peerless” for his new company.

Much like it does today, Peerless Coffee & Tea began supplying local hotels and restaurants with the freshest, highest quality roasted coffees. The business grew as restaurants and retailers throughout the Bay Area chose Peerless Coffee & Tea as their favorite coffee company.

Originally located at Washington and 9th Streets in Oakland, the Peerless retail store attracted thousands of regular customers for its broad selection of fine coffees from around the world.

John Vukasin’s son, George Vukasin, joined the company in 1957, learning every aspect of the business through experience. George inherited his father’s work ethic, and contributed his own business talent. After John retired, George took the helm of the family business and welcomed his wife and children into the family venture.

The steady expansion of the company in the 1960s and 1970s, and the increased demand to serve the booming interest in gourmet coffee, led to a move of the Peerless roasting and retail facilities to larger quarters on Oak Street, near Jack London Square in Oakland, where it is today.

George Vukasin Sr. (Chairman, CEO) and his wife Sonja Vukasin (President), together with their children George Jr. (Executive VP of Operations and Product Integrity) and Kristina Brouhard (Director of Administration and General Counsel) are the team that runs this true family business.

Like fine wine grapes, coffee comes in many varietials – each with its own characteristics that are enhanced by the correct roasting. This art of specialized roasting and blending is a practice very few specialty roasters maintain. It requires extensive knowledge and a high level of attention to detail with each type of bean. This art has been passed down within the family and remains a hallmark of Peerless