Air Roasting: The Secret to Truly Exceptional Coffee
What Makes Coffee Bad?
Ever taken a sip of coffee and wondered why it tasted burnt, bitter, or just plain bad? The truth is, not all coffee is created equal. Many mass-produced coffees suffer from over-roasting, resulting in bitter notes and a loss of the coffee's natural complexity. This process not only diminishes the quality of the coffee but also undermines the hard work of the farmers who cultivate these beans. Coffee is the second largest commodity in the world, second only to oil—but unlike oil, coffee has dedicated farmers at its front end, toiling to produce the best beans. When poor roasting techniques are applied, all that effort goes to waste.
Another issue, particularly with commercial coffee, is that it often sits on store shelves for weeks, or even months, after roasting. Coffee reaches its peak flavor within just a few weeks after roasting. Beyond that, the flavors start to degrade, leading to a flat and stale cup. By the time you purchase most commercially roasted coffee, it has already lost much of original vibrancy and depth it may have had.
Why Air Roasted Coffee is Good Coffee
Enter air roasting (Fluid-bed Roasting)—a game changer in the coffee world. Unlike traditional drum roasting, where beans are heated through contact with hot surfaces, air roasting uses a fluid bed of hot air to roast each bean evenly. This method allows for precise control over the roasting process, ensuring that each bean reaches its peak flavor potential without burning or over roasting.
One key advantage of air roasting is that it naturally removes the coffee chaff (outermost layer of the coffee bean) during the roasting process. The fast-moving heated air carries away the lighter chaff material, which, if left in the roast, can add unwanted bitterness without contributing any additional flavor notes. By avoiding the roasting of chaff, we ensure that the true, vibrant flavors of the coffee beans shine through, unmasked and unaltered.
Air roasting honors the farmers’ hard work by preserving the unique flavor profiles that are often lost in traditional roasting methods. You’ll taste the difference—subtle notes of fruit, chocolate, or spice that are true to the coffee’s origin. It’s a way to ensure that the care and attention from farm to cup don’t go unnoticed.
Support Local, Choose Air Roasted
When it comes to enjoying a great cup of coffee, quality matters. That’s why it’s essential to support local roasters who are dedicated to delivering the best coffee possible. Buying from local air roasters not only ensures you get a superior product but also supports your community and the passionate artisans behind each roast.
Moreover, choosing air-roasted coffee is a way of honoring the countless farmers whose hard work often goes unseen. By picking up a bag of Kribi Coffee’s air-roasted beans, you’re not just getting great coffee—you’re supporting a supply chain that respects every hand involved.
You can find Kribi Coffee’s air-roasted beans at some of the finest grocery store partners, including SugarBeet Co-Op, Wild Onion Market, Riverside Foods Inc., and Standard Market. Whether you pick up a bag at your local store or visit our retail locations, you’re choosing a coffee experience that’s second to none. So, next time you reach for a cup, make it an air-roasted one—you deserve nothing less, and so do the farmers who make it possible!