A really, really good cup of coffee is a memorable experience because it doesn’t happen that often. I know that it’s a personal taste thing and that it’s probably impossible to qualify what I mean but you know what I’m talking about.

Part of the reason that a really good cup of coffee is elusive is the fact that coffee flavor peaks from 24 hours to 7 days after roasting – and that is before the beans are ground. The flavor of ground coffee deteriorates much faster than that. Most of the flavor in coffee comes from volatile compounds that evaporate when exposed to air. Roasting weakens the bean cell wall. Grinding destroys it and vastly increases the surface area of the coffee compounds exposed to air.

Without even getting into the geographic characteristics or terroir of coffee we can see that your best shot of hitting that really good cup of coffee bullseye is to brew it from freshly roasted and just ground beans.

We can do that because green (unroasted) organic coffee beans from nearly every coffee growing region of the world can be purchased online and delivered to your door. Green coffee retains all its flavor for more than a year so we don’t start the flavor clock ticking until the coffee is roasted.

The prices may not be strictly wholesale in small quantities when purchased this way but they will still be about half of what you pay for branded grocery store coffee in vacuum cans.

Roasting green coffee beans at home is much easier than you think.

Related posts:

1. Keeping Your Coffee Fresh; Store It Appropriately
2. Roasting Green Coffee Beans At Home
3. Premium Coffee Dependent On These Factors