For us, it is all about the cup of coffee you make at home. At the kitchen table, at the office desk, that’s where we want to be judged and enjoyed.
Coffee is perishable, coffee is volatile. Coffee only stays fresh for 7 days after roasting*.
None of the coffees we sell in our shops are older than two days after roasting (hence our name). We encourage our customers to buy only one week’s worth of coffee so that their last cup is as gorgeous as their first. Needless to say this is not a 'big business' approach, it is costly and labour intensive but it is the right thing to do. No more excuses, no more stale coffee.
*Speciality Coffee association of America official definition of freshness.