Why fresh is best?

When coffee is roasted chemical changes take place to produce the flavors and aromas that are detected by the olfaction and gustation processes. These chemical compounds are fragile and start to become stale in a short time as coffee is perishable. When coffee becomes old the aroma and flavor are lost or changed leaving a flat, bitter, coffee with little flavor.

Coffee is at its optimum at the second day after roasting and up to two weeks. Coffee stored properly in the whole bean can be acceptable up to four weeks. After grinding coffee it loses its character within 24 hours.

Please do not freeze or refrigerate coffee beans. Keep your coffee in an air tight glass or high-quality acrylic canister. Store the coffee in an area that is out of the sun and maintains an even temperature. We suggest you buy only the coffee you will need in a two week period.

Use fresh Coffee, store it properly, grind it yourself, use good brewing equipment and you will become a Coffee Snob. Trust us, you will notice the difference.