Have you heard of "toasting"?
No, it's not the cousin of toast. We're talking about the crucial process that transforms raw (green) coffee beans into those delicious bits that brighten your morning.
The proper roasting of specialty coffee is an art in itself.
How to Roast Coffee to Highlight Unique Flavors?
Experienced roasters know exactly how long and at what temperature to roast the beans to bring out their unique and delicate flavors. It's as if each bean has a little chef inside waiting to be called into action.
The Burnt Flavor of Commercial Coffee
Low quality beans, typical of commercial coffee, are usually over-roasted to hide any defects. The result is a burnt, bitter taste that needs to be camouflaged under mountains of sugar and cream.
No way we want to take that!