That is a bold statement considering you probably drink at least one cup of coffee a day, if not more. So, what could I possibly mean?

I’m sorry to make you do this but it has to be done. Go to your kitchen and locate your bag/tub/can of coffee and scrutinize the packaging. Locate for me, if you can, a roast date. Go ahead, I’ll wait here.

Did you find it? More than likely you couldn’t, or if you did it was sometime last century, or if by some coffee miracle your roast date is sometime within the last two weeks and it is still whole bean, you are probably drinking coffee that is better than 95% of all others.

So… the roast date? Who cares?

Like a fine wine, coffee has subtle nuances in flavor, aroma, and mouth feel. Properties such as blackberry, honeysuckle, and cocoa, as well as acidity and body give character to every cup. Providing the coffee drinker with a different experience with every origin and crop. More on that in a later discussion.

Unlike wine, coffee does not get better with age. Coffee stales over time and does so at a fairly rapid pace. If it is ground, the staling process occurs even more quickly. In just mere minutes ground coffee can go from great to not good at all. For coffee to offer its greatest potential in every cup, it should not be older than two weeks and should remain as whole bean until just before you brew. Some coffee shops and roasters will tell you that, “Coffee is good for up to a year after the roast date.” I don’t mean to sound harsh but that’s just a dirty lie. Yep, I said it.

So how do you overcome this? Always purchase coffee that has a roast date that is proudly displayed and falls sometime within the last two weeks, and always grind just before brewing.

Here at The Third Crack, no coffee is roasted before its time. All of our bags are roasted upon ordering and shipped or delivered shortly thereafter, providing you with the freshest coffee imaginable.

This completes step one of your coffee rebirth. Stay tuned for step two where we will discuss the different types of coffees you can purchase.