How important is fresh coffee, and why?

Why is freshness important?

As an organic product, coffee is constantly changing. Everyone along the supply chain, from farmers to importers to exporters, all the way through to roasters, pays special attention to freshness to maximize the final quality in the cup, but the last step is up to you!

Green, unroasted coffee can be stored for 6 months, 12 months, or sometimes even up to 2 years without noticeable degradation in quality when properly stored. Once roasted, coffee immediately starts to change. Freshly roasted coffee is volatile; CO2 produced during roasting is trapped within the cellular walls of the coffee seed, causing a huge bloom and turbulence during brewing. The most lively components of the bean are at their highest potency immediately after roasting, producing a cup that is overly bright or even sour, with an astringent body.

Off-gassing occurs over the next few days, mellowing the flavors in your coffee. Here is where all of the hard work that went into producing this coffee can really shine.

As your coffee continues to "age out" (an industry term for how the flavor of a coffee develops over time),  nuance will be lost as the more volatile compounds diminish and the organic elements of the coffee start to turn stale, eventually becoming musty or even rancid. 

How to apply this.

Specialty coffee

Most specialty coffee roasters will print the roast date prominently on the bag, but how do you use this information? When is your roasted coffee going to taste the best?

If you are looking for a simple answer, the traditional rule of thumb for Specialty coffee is 7-21 days post-roast. This gives you 14 days to use up your bag before it "ages out" too far.

With that said, there are many and varied schools of thought on the 7-21 day time frame. Some roasters may encourage their customers to age out their coffee for up to a month or more for more balanced acidity and maximum clarity in lighter-roasted coffees.  Conversely, other roasters promote freshly roasted coffees, embracing the more lively coffee alongside perceived health benefits.

We would encourage you to note the age of the coffee that you make and are especially pleased with. This way, you can start to narrow down your preferences and learn for yourself the way that coffees perform as they age out. 

Grocery

Grocery store coffee is designed for a longer shelf life and is labeled accordingly. Instead of roast dates, you are likely to see a best-by or sell-by label on the package. This date indicates the roaster's suggestion for how long their coffee can sit on the shelf, unopened, without any perceivable loss in quality.  This extended shelf life is achieved by packing and sealing coffee in specialized packaging and flushing it with nitrogen or other inert gases. These gases push all oxygen out of the package and arrest the oxidation that leads to the breakdown of aromatics and other volatile compounds in your coffee. 

Once the bag is opened, your beans are once again exposed to oxygen, and the clock starts ticking again. As oxidation resumes, you will have about 14 days for whole-bean coffee to get the best results before flavors become notably muted and quality drops off. 

In conclusion:

Preparing your coffee in the right time frame can make all the difference in the cup. With a little extra consideration, you can make sure that you are getting the most out of your coffee and the time that you put into your daily ritual.