Why fresh-roasted beans matter

Coffee starts losing aroma about a week after roasting. The volatile aromatic compounds that give a cup of coffee its personality are highly reactive — they oxidize fast.

The 7-day rule

We roast on Mondays and ship by Wednesday. Most of our customers brew within 3–10 days of roast, which is the sweet spot: enough time for CO₂ to off-gas (so the bed doesn't bloom too violently) but not so much time that the aromatics are gone.

How to store at home

• Cool, dry, dark, airtight. The pantry, not the fridge.
• Don't freeze. Condensation kills flavor faster than oxygen.
• Buy small, brew fast. A 250g bag is two weeks of daily cups for one person.