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Coffee History and Overview
Roasting
The primary distinction most recognizable to coffee drinkers is, indeed, the coffee's roast. Although coffee can be roasted thousands of pounds at a time, small-batch roasting could never, by definition, be truly automated or even generalized about: the quality of the roast is too deeply dependent upon the discernment and vigilance of the individual roastmaster. Our roastmasters are trained to delicately manipulate the heat and airflow of the roaster to most effectively draw out the flavors we are looking for in a particular varietal or blend.
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A visit to most coffee shops will typically involve a decision between light, medium, and dark roast coffees. Despite the near-ubiquity of coffee's popularity, however, we firmly believe that the direct correlation between the knowledgeability about and the optimal enjoyment of coffee is too often overlooked. In striving to demystify coffee processes and properties, we aim to guide our customers toward an optimal personal experience; many dedicated consumers, for example, mistakenly equate a coffee's roast with its caffeination levels or strength, or connect "dark" coffee with "acidic" coffee. In fact, as you will see, the term "bitterness" might actually be referencing the coffee's level of acidity which, in turn, is reduced in proportion to length of roasting. It is the roast, and the character and corresponding response of a particular batch, that determines a coffee's flavor and intensity. Thus, when exploring new coffee possibilities, people might be inclined against "dark" coffees when, in truth, such coffee would be best suited to their tastes.
The most important characteristic to consider when choosing a coffee is, above all, personal preference. The best information is that gleaned from personal experience-so grab your favorite mug and start exploring!
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