The new enterprise was formed as an employee-owned collective and renamed the Cheese Board Collective. The success of the business interrupted their studies, so the Avedisians sold the store to their six employees in 1971. Into this mix, catering to European tastes in the manner of Peet's, the Cheese Board was founded a few doors down from Peet's in 1967 by academics Elizabeth and Sahag Avedisian, who wanted to sell fine cheeses while they studied. Also nearby were several neighborhood butcher shops which had survived the trend toward consumers buying pre-packaged meat in a grocery store. The activist-oriented Berkeley Co-op grocery store was already in the neighborhood, focusing on natural foods. Peet's Coffee kicked off a nationwide trend in specialty coffee. Peet had a fiery and temperamental character he insisted that his patrons follow specific instructions for the preparation of European-style coffee at home. The store initially sold only whole bean, fresh roasted coffee for home preparation-coffee was brewed only to enable customers to sample the product. to feature specialty beans from around the world, with darker roasts such as French roast. Peet's was the first coffee retailer in the U.S. The Gourmet Ghetto can trace its origins to April 1, 1966, when Dutch-born Alfred Peet opened the first Peet's Coffee location at the corner of Walnut and Vine. Many former staff at Chez Panisse have gone on to start their own restaurants, bakeries, and food shops in the wider San Francisco Bay Area. Waters and a loosely organized left-leaning coterie of friends and colleagues actively promoted the idea of socially conscious eating. The neighborhood, anchored by Alice Waters' Chez Panisse, became the center of farm-to-table food sourcing, using selected locally grown produce, especially naturally and sustainably grown-preferably organic-ingredients. Alice Medrich began her chain of Cocolat chocolate stores there. Early, founding influences were Peet's Coffee, Chez Panisse and the Cheese Board Collective.
After coalescing in the mid-1970s as a culinary destination, the neighborhood received its "Gourmet Ghetto" nickname in the late 1970s from comedian Darryl Henriques. of chocolate truffles and baguettes, the popularization of the premium restaurant designed around an open kitchen, and the California pizza made with local produce. Other developments that can be traced to this neighborhood include specialty coffee, the farm-to-table and local food movements, the rise to popularity in the U.S.
The Gourmet Ghetto was a colloquial name for the business district of the North Berkeley neighborhood in the city of Berkeley, California, known as the birthplace of California cuisine.
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