So… Where does the name The Third Crack come from?

I am glad you asked. During the roasting process, as the coffee beans are being purged of their moisture, the beans begin to swell and grow to roughly twice their size. It is during this time that audible pops, or cracks, are heard coming from the beans. This occurs at two different times during the roasting process. Once just before the beans enter what is called a city-style roast (First Crack), this is typically considered the lightest roast; and once as the beans enter what is called a viennese-style roast (Second Crack), this is one of the darkest roasts.

Okay, what about the Third Crack? There actually is no third crack. It is as mythological as the Abominable Snowman or the Loch Ness Monster. It is as impossible to reach the third crack as it is to lasso a tornado. No offense, Pecos Bill. So then why the name? It is because we have a product that is beyond the possibility of all other roasters.

Aren’t you glad you asked?

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