04/05/2026
Today, we took a bit of a hit. ☕️💔
We’re usually the first to celebrate and share the 5-star love you all send our way, but today was different. We received our first 2-star review, and honestly? It stung.
The feedback was that our coffee was "too acidic." Now, we know what you’re thinking: "You can’t win them all!"—and you’re right. But this one hit home because it touches the very heart of why we do what we do.
Why we roast the way we do?
At our core, we believe coffee should be a journey of flavour. We choose not to roast dark or oily because we don’t want to mask the bean with bitterness. Our goal is to let the coffee shine—to showcase the unique floral, fruity, and bright notes that make every origin special.
In the specialty coffee world, that "acidity" is often what we celebrate as vibrancy. However, we also realise that for many, coffee is expected to be bold, dark, and smoky.
The Lesson Learned
While taste is entirely subjective, this review is a humbling reminder for us.
The Goal: To showcase individual qualities.
The Reality: If a customer feels they’ve had a poor experience, we have to look at how we communicate our flavour profiles.
We feel we may have failed to bridge that gap this time. We never want a guest to feel they’ve wasted their time or money on a cup that didn't hit the mark for them.
Growing through the "bitter" moments
We aren't sharing this for sympathy, but for accountability. We truly appreciate the honest feedback—even when it's tough to read—because it’s the only way we can grow, improve, and become better roasters and educators.
To the customer who left the review: Thank you. We hear you, and we’re going to use this to work harder on how we help you find the perfect roast for your palate.
Onward and upward (with a little more heart and a lot more hustle).
— The Team
