Celebrating Coffee

Since the 9th century, coffee has taken the world on a spectacular journey. From the farms of Yemen to the fields of Kenya, from the foothills of Peru to the peaks of Vietnam, coffee has evolved and been celebrated by humanity for centuries. Today’s coffee is grown and harvested in the “bean belt,” the area along the equator between the Tropics of Cancer and Capricorn.

What? Coffee beans don’t grow pre-roasted?

Coffee does not actually grow as the roasted bean we know; rather, they are the seeds of coffee “cherries” that are grown on coffee trees. The goal is to have the fruit ripen for as long as possible on the tree before it is harvested. This is why the best coffee is grown in high elevations: the combination of fertile volcanic soil and cool mountain air keeps the fruit on the tree for a longer period before it becomes ripe and is ready for harvesting.

What coffee is the best?

This has been debated for centuries. And the fact remains no one origin of coffee is better or worse. Each person’s taste will determine what coffee flavor is preferred. It’s like having a conversation about what is the best flavor of ice cream… all of them! Of course, there are best practices that become important when growing, harvesting, processing, storing and roasting coffee. So, if all these details are respected and followed, you can be sure to find excellent coffee from all the world’s growing regions.

That said, more and more coffee enthusiasts are appreciating the nuisances of single origin coffee form the world’s different growing regions.  It’s akin to varietals of wine where grapes take on different flavors depending in which region of the world they are grown. For others, coffee blends are preferred to balance out the power, acidity, and overall flavors.



    Crisp, clean, smooth and sweet with
    a nice balance and bright acidity.


    Fragrant  floral and fruity notes.
    Vibrant and bright.


    Full bodied, earthy, powerful and


    Balanced smoky and wine notes with
    mild acidity; rich and smooth.

How we describe coffee

Understanding how to describe coffee enables you to expand your exploration of various coffees and leave more accurate reviews of your experience with each coffee. The good news is there is no right or wrong coffee, each person’s taste will determine which coffee is preferred. Describing the taste of coffee requires only a full mug and a moment’s time to take a sip.

  • Region

    The origin of the coffee: Colombia,
    Ethiopia, Honduras, Kenya, Sumatra, etc.

  • Roast

    The profile of adding heat: Light,
    Medium-light, Medium, dark, etc.

  • Fragrance

    The smell of roasted or ground
    coffee: Floral, spicy, earthy, fruity, nutty, etc.

  • Aroma

    The smell of coffee after adding
    hot water: Floral, spicy, earthy, fruity, nutty, etc.

  • Flavor

    The taste characteristics: Rich,
    fruity, chocolatey, sweet, bitter, etc.

  • Body

    The tactile feeling of coffee in
    the mouth: Full, thick, balanced, buttery, thin, etc.

  • Acidity

    The sharpness and liveliness of the
    coffee: sharp, thin, flat, mild, neutral, etc.

  • Aftertaste

    The overall impression the coffee
    leaves in the mouth.

Roasting completes coffee’s  journey from an agricultural product that is ready to be ground, brewed, and enjoyed. Coffee beans that have yet to be roasted are called “green beans”, which get their name from their greenish hue. These unroasted green beans are dense, nearly flavorless, and smell like lemongrass. When heat is applied during the roasting process, the coffee becomes grindable, soluble and ready for consumption.

  • Although many have specific
    preferences, the fact is there is no “one way” to roast coffee. Your taste preferences will dictate from which region, and how you like your coffee roasted.

    In general, the lighter the
    roast, the easier it is to preserve the natural flavors profile found in the origin like citrus, floral and fruity flavors. When a coffee is roasted to a darker profile, more of the natural flavors can be overtaken by the roasting and the coffee will take on a more smokey character. The more ”roasted” character is a result of sugar caramelizing and the burning of the plant fibers as a result of the exposure to heat.

  • Light Roast

    • Light brown color
    • Higher acidity
    • Preserves delicate fruit and floral notes

    Medium Roast
    • Medium brown color
    • More balanced flavor and acidity
    • Accents more sweetness

    Dark Roast

    • Rich and darker color
    • slightly oily surface
    • Smokey and more powerful