09/10/2026
Coffee is an agricultural product. 🌱☕️
It’s grown, harvested, processed, roasted—and just like other agricultural products, it changes with time.
One of the biggest misconceptions in the coffee industry is that coffee is basically timeless. A bag can sit on a grocery shelf for months and still be sold as if it’s the same product it was when it was roasted.
But coffee has a freshness window.
After roasting, coffee begins losing volatile aroma compounds and undergoing oxidation. Over time, those bright flavors, sweetness, complexity, and aroma fade. Eventually, you’re left with coffee that may still be drinkable—but it’s nowhere near what it could have been.
That’s why I roast in small batches and prioritize getting fresh coffee into your hands—not coffee that’s been sitting around for months.
You wouldn’t choose an eight-month-old watermelon and call it fresh.
So why do we accept eight-month-old coffee as normal? 👀
Find your fresh coffee in the link in my bio 🤎
