Simply A Better Cup Of Coffee

Believe it or not, 99% of the coffee out there is stale. While green coffee beans keep for months on end, once they’ve been roasted, they lose most of their flavor after just a few days. This means that most roasted coffee is already stale by the time it reaches your store. The good news is that stale coffee is drinkable if you have never had truly fresh coffee. The bad news is that once you have tasted truly fresh coffee, you'll be forever hooked. That's because coffee, just a few days out of the roaster, is nature’s most flavorful drink – more complex than even wine – containing well over 900 flavor compounds to dance on your taste buds. After a mere ten days however, you would be lucky to see half that number. A full month out and you will be lucky if 10% of the coffee’s original flavor is still intact.

Consumers love the rich taste and aroma of fresh roasted coffee and they’ll pay a premium to get it.