Why we roast lighter than you might expect

We get this question at the bar every week: why are your coffees so light? The honest answer is that we're chasing sweetness, and for the coffees we buy, sweetness lives in a narrower window than most people think.

Roast too dark and you replace the fruit with roast flavour. Roast too light and you get grassy, sour cups. Our job is to land in the middle, coffee by coffee.