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Roasting Process
Coffee beans undergo chemical transformation as they roast. The oils and aromatics become unstable and begin to break down. Oils are what give coffee its flavor; each bean contains about 70 different oils! As soon as the coffee has been roasted, it begins to lose its flavor. Fresh roasted coffee has lost close to half of its flavor by the end of two weeks. Roasted coffee beans are much like a freshly baked loaf of bread without preservatives! The fresh loaf of bread is not fresh for very long.
Freshly roasted coffee needs to degas for eight to ten hours before it is brewed. The shelf life of the roasted beans is two weeks from the roast date. The shelf life is much shorter when the coffee is ground. The ground coffee loses up to 60% of its flavor within 15 minutes of grinding. The aroma you smell while grinding the coffee? That aroma is the flavor!
To make your coffee last as long as possible, store it in an air tight container on the counter, away from sunlight. This will prevent moisture and aromas from spoiling the coffee.
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