About four months ago, I attended a cupping at a well-known coffee roaster in Baguio City. I asked about the roast level of one of the samples: “Full City or Full City+?" I asked.
The man running the cupping sniffed, “Oh, those terms are really meaningless. Our roastmaster roasts each coffee to its optimal roast level. Period. That’s the only roast we do.”
I don’t want to take anything away from this company – they do an awesome job at what they do – but it occurred to me that there might not be one “right” roast for every coffee. What if there is a range of “optimal”? What if the optimal roast is medium OR dark, depending on what you like? Wouldn’t it be nice to have a roaster source that gives you the choice?
At Coffeeta, we believe that for every coffee we offer, there is a range of potential flavor profiles that can be delightful. The trick is knowing where within the range of excellent outcomes best fits the customer. That’s why we Invite you to try our coffee selector tool. It may sound a bit geeky, but you might like your coffee more.
Watch this space. There is more coming to spur thought provocation on all things coffee. Meanwhile, if you have comments, questions, quibbles or just want to chat about love of coffee, leave a comment or email us at firstname.lastname@example.org.