The founder of Peet’s Coffee in Berkeley California, Alfred was known for reintroducing a dark roast style to the West Coast. For some time, the logic of light roasting had to do with economics: the longer you roast the more weight you lose, hence the less product you have to sell by the Lb. His dark roast style was contrary to this, and Peets was known for buying higher quality coffee. He sold Peets in 1979 but continued to buy Green coffee refers to the processed seed of the coffee tree fruit. Coffee is a flowering shrub that produces fruit. The seeds of the fruit are processed, roasted, ground and prepared as an infusion.: Coffee More until 1983. He passed away in August 2007.