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[MYTH 1] Dark roast contains MORE caffeine.

The fact is that dark roast contains less caffeine than light ones. Indeed, the more a coffee is roasted, the more it loses mass since several molecules evaporate, including caffeine. On the other hand, caffeine remains a pretty stable molecule during the roasting process, thus the difference is so small that a person drinking coffee would not see any variation between the dark and light coffee.

[MYTH 2] Light coffee roast is less complex.

At a lower temperature for a shorter time, light roasts keep more acidity and flavour from their origin. In contrast, dark roasts emphasize the roast profile rather than the flavour of the bean. When the roast is dark, it hides all the subtilities and flavours that make your coffee so distinctive. This being said, it does not mean that dark roast is less tasty – it is simply that coffee makes from dark roast will release more aromas of chocolate, spices or nuts, which can be very tasty, but can also tend to smoke, or even coal .

[MYTH 3] Strong coffee is created during the roasting.

Contrary to popular belief, coffee strength is determined by the ratio of grounds to water during the brewing, NOT during the roasting. Just because a dark roast may taste bitter doesn’t necessarily mean it’s stronger.

[MYTH 4] Oily Beans are fresher beans.

A shiny, glossy bean is thought to be a sign of quality and freshness. With coffee, that beautiful oily sheen has nothing to do with freshness, and everything to do with the roast.

Darker coffee varieties, French roast for example, are heated to a higher temperature during the roasting process. The increased temperature of the bean in a darker roast causes the skin on the bean to rupture, pores open and the natural oils escape. This results in that beautiful oily sheen.

You have the freshest possible coffee by purchasing from small batch roasters, only purchasing what you will use within a two-week period and storing your coffee properly.

[MYTH 5] Espresso is its own special kind of coffee roast or bean.

Espresso gets its tell-tale strength from the brewing process. Beans are ground finely to be used in the preparation of espresso, which is created using a highly pressurized, specially-designed machine with finely ground coffee beans. It can be brewed with light, medium or dark roasted coffee. Any roast can make for a delicious cup of espresso.

[MYTH 6] Bold coffee is the same thing as dark roast.

Boldness depends on how the coffee is brewed. Simply enough, for a bold cup of coffee, you’ll need a higher coffee to water ratio when brewing. What makes it bold is the fact that there’s more coffee jammed into that one cup, giving it more caffeine and a stronger flavour. But again, a bold cup of coffee can be made with light, medium or dark roasted coffee.

[MYTH 7] Immediate use of newly-roasted beans for brewing fresh, great-flavour coffee.

Freshness is one of the most important factors in producing a great cup of coffee.

But it is crucial to know that the heat involved in the coffee roasting process creates carbon dioxide by breaking down sugars and amino acids in the beans. There is a build-up of carbon dioxide that eventually releases over the next twelve to seventy-two hours.

If you brew your coffee too soon after roasting, the flavour is affected because the beans have not properly “de-gassed,” and the result will be a slightly bitter, sour aftertaste.

Always let your coffee beans time to rest after roasting – check the roast date on your coffee – most roasts have a peak cycle that starts on day two or three, and then begins to taper off around day ten to fourteen.


[MYTH 8] Freezing coffee will maintain freshness longer.

Freezer, or the refrigerator, are NOT the best places for your beans.

First, fresh coffee has three natural enemies: air, moisture and heat. It’s important to keep your coffee in a cool, dark place to maintain freshness, which makes the refrigerator or freezer seem like the perfect spot. The problem is that moisture in these environments will compromise the flavour of your coffee.

Coffee beans, whether they are whole or ground, are porous. They absorb the air around them. Cold environments are too damp for coffee, plus your beans can absorb refrigerator odours or become freezer burnt.

Instead, keep your coffee stored in an airtight container, away from sources of heat, light and moisture. A dark pantry or kitchen cupboard are perfect options for storing your fresh beans.

[Myth 9] Pre-grind coffee bean for storage to maintain freshness.

Grinding the coffee breaks up the beans and their oils, exposes the beans to air, and makes the coffee go stale a lot faster, no matter how you store it. This especially holds true for flavoured coffees! For the best tasting coffee, you should buy your beans whole and store them in a sealed container in a dark place. Grind only just before serving.

[Myth 10] Vacuum-sealed packaging equals fresh coffee.

Absolutely wrong. The coffee roasting process causes the coffee beans to release a gas by-product, specifically carbon dioxide. This gas release process continues for several days after roasting. In order to be vacuum sealed, the coffee has to first release all its CO2  or it will burst the bag, which means that it must sit around for several days before it can be packaged and shipped. This sitting around begins to rob the coffee of its freshness.

Vacuum sealing is best for pre-ground coffee, which we already know is not going to taste as good as fresh-ground coffee. The best method for packaging and shipping is in valve-sealed bags. The valve allows the carbon dioxide gasses and moisture to escape but does not allow oxygen or moisture in. Therefore, the fresh roasted coffee beans can be packaged and shipped immediately after roasting, ensuring the coffee’s freshness and taste.


[myth 11] the hotter, the better.

Contrary to normal belief, one can destroy the freshly-ground beans for brewing by pouring boiling water over them. The subtle notes that you taste in your coffee are dependent upon temperature.  Hence water temperature plays an important role here.

For optimal flavour, it’s suggested that hot coffee be enjoyed in the range of 155°-175°F (68°C – 77°C). At temperatures greater than 175°F (77°C), the rate of oxidation increases, leaving you with a much bitter tasting cup of coffee. Coffee that is brewed at temperatures greater than 205°F (96°C ), which is close to boiling, can become burnt, replacing your favourite flavours notes of coffee with bitterness and char.

Save your taste buds from this experience, and from scalding, by brewing your coffee in the optimal heat range.