© 2012 Tree City Coffee Roasters                                              Email fresh@treecitycoffee.com or Call (352) 234-3342

ABOUT OUR COFFEE...

WHY DOES IT MATTER WHEN MY COFFEE WAS ROASTED?


Coffee beans begin to age and oxidize immediately after roasting.  After 2-3 weeks, coffee beans are completely stale.  You can’t blame someone for not knowing any better - this is the coffee we’ve been drinking our whole lives.  As roasted beans dry out, delicate flavors evaporate and the flavor changes drastically for the worst.  As beans age more bitterness becomes apparent.


Generally, all the coffee you will find in a supermarket is completely stale.  Look for roast dates on the packages - you are not likely to find one.  “Stale” is the flavor we expect when we have a cup of joe.  Freshly-roasted coffee beans are bursting with flavor, while surprisingly lacking in bitterness. 


We proudly date each package of coffee we sell with the roast date.  Moreover, we roast-to-order, meaning we only roast your order for coffee at the time you place your order.  This assures you will receive the freshest beans possible.

French/Italian -this is the darkest roast possible, as roasting further erodes the flavor completely and all you have is burned beans.  Few of the original, unique flavors of the bean are present.  Ash and charcoal flavor notes, thin body.  Beans may covered in an oily sheen, and more oil is present in the cup.  Lower acidity and caffeine content.

Viennese - also known as Continental roast, this is a darker medium roast.  Deeper body with a roasty caramel flavor.  Balanced but with a lean towards the darker flavors, and can be slightly oily. 

Full City - this is a lighter medium roast style.  Caramelization flavor notes add complexity.  Acidity is lessened, and body is enhanced for a smoother cup.  Generally a balanced roast style, but leaning lighter with more flavor of the origin of the beans.

City - also known as American/New England/Light roast, this is the lightest roast available.  The flavor of this roast style is often described as bright, brassy with hints of grass and hay.  Highest caffeine content and lightest color, sometimes tea-like.  Generally high acidity.  Body is somewhat thin, even when brewed with an aggressive amount of coffee.  This roast lets you taste the true flavor of the un-roasted beans.  Beans are often very light brown or tan in color.

GUIDE TO ROAST LEVELS

DO YOU SELL FLAVORED COFFEE?       


We do not sell any flavored coffee for several reasons.  To add these novelty flavors, natural and artificial chemical flavorings must be deposited on roasted coffee beans.  This masks the true flavor of the coffee you are drinking.  These flavors are created in a lab.


Because of the masked flavor, low-grade coffee beans are generally used in flavored coffee, sometimes along with cheap robusta beans.   After all, if you are buying flavored coffee you must not be interested in the quality or flavor of the coffee.  This is OK for most, but not for us.


The specialty-grade coffee beans we sell are bursting with genuine, delicious flavor.  If you want to add a hazelnut or pumpkin flavor to our coffee, we encourage you to brew our coffee to your liking and then add any flavors you like at that time.




WHY ORGANIC AND DIRECT/FAIR TRADE?


We source our coffee from only Organic and Direct Trade or Fair-Trade farms.  Buying organic guarantees that our coffees are good for us, and good for the earth.  Pesticide-laden coffee plantations are the unfortunate norm in most coffee-growing regions of the world.  As consumers, voting with our wallets is the only way to vote on how our agricultural products are produced. 


Direct-Trade allows us to bring special coffees to market from small farms who cannot or choose not to qualify for Fair-Trade certification.  Moreover, Direct-Trade is arguably a better option than Fair-Trade (see articles here and here).  By buying directly from farmers, we know that the hard-working folks who pick, dry, sort and ship our coffee are paid a fair wage.  The goal is to pay a premium for excellent quality coffee, instead of just paying a premium for Fair-Trade certification.  We like the idea that these extra funds go towards improving the welfare of the workers, their farms and communities.


Organic, Direct-Trade/Fair-Trade coffees cost us about twice what “conventional” coffees cost, but we believe there is no other option.  We sell our coffee with a clean conscience.

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Visit our online store to view our current offerings, including our single-origin coffees and special blends.