The taste of coffee isn't bitter or burnt, but rather acidic and sweet. This makes sense when you realize that the coffee bean is actually the seed of a fruit, the coffee cherry. Depending on where it grows, a coffee bean can develop many different flavors. But for this to happen, the coffee plant must be carefully cared for, its cherries processed correctly, shipped carefully, roasted, and prepared with care. Only then will the coffee flavor develop to its full potential.
As coffee roasters, our craft places us in the final stage of the journey from bean to cup. That's why, when roasting our coffee, we strive to perform our work with the greatest possible perfection, to ensure the flavor reaches its fullest potential. This means minimizing those flavors that we believe result from a poor roast. For example, an excessively dark roast will result in a bitter, burnt flavor that will overshadow the character of the coffee itself. On the other hand, a roast that is too light will produce an underdeveloped flavor and unpleasant acidity. What we strive for is to find that happy medium where we can appreciate the unique character of each coffee bean and allow its flavor to unfold in all its splendor.
Why do we think coffee is strong and bitter and needs milk or sugar to be good when it has so much flavor potential? The answer is simple: out of ignorance. Before the rise of specialty coffee, coffee was primarily considered a commodity with a consistent flavor: strong and bitter. That's why the focus was on production rather than quality. If you roast coffee very dark, the quality of the bean doesn't matter as much, and the flavor becomes consistent—strong and bitter. But now that there are more specialty coffee roasters and more cafes around the world, we're beginning to appreciate the complexity of the bean and move away from the idea that coffee is just a commodity.
We are committed to helping make this happen. That's why we roast coffee for its flavor and are proud to showcase the diversity it has to offer.
Every day, we tell this story. The story of how it went from a basic, strong product to something with so much flavor potential that we're proud to showcase. The story of how we focused on quality instead of production and how this benefits everyone: from farmers and toasters even consumers who are willing to pay more for high-quality coffee.
This is the story we tell every day!
