The final roasting and coffee brewing are crucial for the good taste. Roasting the coffee to perfection also means recognizing and appreciating the hard work of the coffee farmers! That’s why we roast our coffees gently and with a clear vision of how the coffees should taste, depending on origin and processing. We believe in the unique characteristics of coffee and work every day to bring out the coffee’s natural character. By roasting lightly, we preserve as many unique flavor nuances as possible, and many will find our coffees floral and fruity. In contrast, a darker roast often tastes more burnt. When we roast lightly, it’s also harder to “hide” flaws in the coffee, whereas a darker roast more easily masks defects if they exist in the coffee. In short, price, quality, and roast degree often go hand in hand.