Coffee drinkers know that coffee beans direct from the
roaster are incredibly rich with flavor. The best part of
starting a new day is that first cup of fresh coffee.
The aroma alone is enough to open your eyes and make the
waking up process much easier. But, there is nothing like
taking that first sip of hot, fresh, flavorful coffee
direct from the roasters.
In the world of coffee, there are some things that should
not be sacrificed in delivering the product to the
consumer. Those are freshness and flavor. Buying your
coffee beans direct from the roaster provides both of those.
Coffee beans reach their peak in flavor right after the
roasting process. This means that, if you want to
experience the flavor and freshness of real good coffee,
then buying them direct from the roaster is the way to do
that.
Buying coffee is much like buying a new car, fine wine, or
even classic art. There is something special about real
good coffee that creates almost an emotional experience.
New cars have that great new car smell, great wine is about
color, richness, and aroma.
Even great, classic art is bought on the basis of the
painter's name and use of colors to create vivid, rich
optical and emotional experiences.
Buying coffee beans direct, without a wholesaler in the
middle, should is the same kind of experience.
Coffee is a sensory circus that involves sight, taste, and
smell. The aroma creates apprehension, the rich, dark color
delivers a boldness that builds upon the aroma. All to be
culminated in the taste of a fresh, robust, flavorful first
sip.
In most cases, people don't know what truly great coffee
tastes like. We run to our supermarkets when the already
ground coffee is running out only to pick up the cheapest
can.
We often receive coffee that, while ground fresh, is
anything but. Once the can is open, and the seal is broken,
the quality goes down from there. Coffee beans direct from
the roaster is the way to better tasting coffee.
However, there is a timer involved. Once coffee is roasted,
the clock start ticking and the flavor starts to dwindle.
The key to buying direct from a roaster is to buy smaller
quantities of coffee beans.
A great rule to follow is to buy a week's worth of coffee
at a time. This way the beans aren't sitting in a jar
losing their freshness and you are assured of a great cup
of coffee every time. Even when grinding beans, only grind
as much as you need for that pot, or cup.
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