While you are holding that cup of coffee, close your eyes. Open your mouth slightly. Breathe in deeply through your nose. While you?re holding that cup of coffee, close your eyes. Open your mouth slightly. Breathe in deeply through your nose. You?re smelling the most complex thing humans consume. When people talk about the flavors of coffee?notes of orange or hints of clove?it?s because those organic molecules are contained in the coffee bean. If a coffee reminds you of apple pie, it\'s because coffee shares some of the same components as food, like lactic and malic acid. Inside that small bean are the same natural components that make flowers smell so lovely, the same ethers that let you know when a piece of fruit is ripe. Coffee has twice as much going on, molecularly speaking, as red wine. When tasting coffee, try waiting for it to cool down a little?you?ll be able to taste (and smell) the most when it?s the same temperature as your body. Flavor only matters in the context of you. What do you like? What does this scent remind you of? Are you looking for a full-bodied cowboy coffee, or a delicate, tea-like finish? Chocolate aromas, or hints of jasmine? Don?t worry if you can?t describe it precisely, or have a different perception than someone else. Even when you can?t put it into words, you?ll know what you like. You?ll experience the full flavors of the coffee bean, if and only, nothing has gone wrong during roasting. We believe that the roasting process should be transparent and that it?s our responsibility to honor the hard work already invested in the coffee by roasting it to showcase its distinctive qualities. Every roast cycle is like the arc of development in the belly of the roaster?each minute or experience is inextricably tied to the minute or experience before and after it. Our roasting team brings 121 collective years of roasting experience to work with them each day. It?s that depth of knowledge that allows them to welcome our longtime offerings back to the menu like greeting an old friend?warmly, with familiarity and a practiced eye for the nuanced ways the coffee may have changed from its last visit. Roasting is one of the most delicate and critical parts of the chain of events leading to a good cup of coffee. We attempt to highlight what makes that particular variety or farm exciting, rather than imparting our own fingerprint. We\'re here to bring out the best in the coffee, and if we do our job correctly, no one should even be thinking about the roast when they drink it.