Why do we choose to feature lighter roast coffee? Many people associate the color of the bean with the boldness or flavor of the coffee. In part this is due to mass-marketed coffee available in stores and national chains. Much of this coffee is roasted dark to mask inferior beans. Ever get a cup of coffee that tastes charred? That taste comes from over-roasting and burning the beans.
We believe Coffee should be enjoyed, not endured. This is why we choose to roast our beans lighter. Doing so allows us to reveal the complex characteristics of individual beans. Coffee is a crop after all. The beans take on certain characteristics of the environment where they are grown. Our Brazilian beans for example have a cocoa undertone because the plantation where they are grown is surrounded by cocoa plantations. Our Guatemalan beans have a caramel undertone with a slight citrus finish, due to the surrounding crops. The same beans taken to a darker roast are still delicious, but you sacrifice unlocking the complex flavor characteristics.
We roast all of our coffee by hand in small batches. This allows us more control over the roasting process and ensures consistent quality. Believe me, it’s much easier to roast beans darker and simply worry about the roast profile. However, you would miss out on the natural sweetness of the coffee bean not to mention notes ranging from floral to cocoa to fruits and citrus!