Nate is an East Bay community papers editor for the East Bay Times and Bay Area News Group.
In 1913 a 14-year-old boy from Serbia named John Vukasinovich arrived in this country and made his way to Nevada, where he found work in the state’s silver mines.After years of this grueling, dangerous work he moved to Oakland and fell in love with a girl named Natalie Ljubibractic, who soon became his wife. Somewhere along the line their name was shortened to Vukasin.
Meanwhile, John’s wife, Natalie , ran the business side of Peerless, as did George Sr.’s wife, Sonja; and as their daughter, Kristina Brouhard, a former Alameda County assistant district attorney, now runs it as its executive vice president. Another sister, Michelle, doesn’t work at Peerless but also owns a piece of the company.
“I’ve known I wanted to be a coffee man since I was a little kid,” he says. “I grew up in this building; it was like Disneyland to me. I could climb on the big burlap bags and ride my bike in our warehouse. He also helped make a dent in the worldwide production of cocaine by convincing farmers in Colombia that they could make more money growing coffee plants instead of coca plants, the raw material for making cocaine. How? By switching from robusta to arabica beans, of course.
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