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So, my preference for lighter roasts is related to the fact that we only offer single-origin beans. Basically you can nuke any bean into taste oblivion (much li

So, my preference for lighter roasts is related to the fact that we only offer single-origin beans. Basically you can nuke any bean into taste oblivion (much like starbucks do). The opposite of this is roasting as light as possible and letting the subtleties of the bean shine through. You can only do this though with really good quality green beans. So to answer your question in another way, plenty of people are burning the crap out of cheap beans, we are differentiating by not doing that and focusing on lighter roasts.

dougk16 13y ago
I don't like Starbucks' beans but for two exceptions: their "reserve" single-origin line (http://www.starbucks.com/coffee/reserve http://www.starbucks.com/coffee/reserve), and their espresso roast. I'm actually surprised I haven't found a better espresso roast...Lavazza, Illy, surprisingly nothing else measures up. Their reserve line is also dark roasted (or nuked to taste oblivion, depending on your viewpoint :P), but those are generally still my favorite for the French press or Aeropress or Clover machine. I've tried plenty of lighter-roasted single-origin beans from a local roaster in my town who has the same opinion as you. I always give them a fair shake, but it's just not my thing. I guess my point is, you may be turning away paying customers based on personal preference. My local roaster also thinks dark roasting is sacrilege, but does it nonetheless because ~half of his customers prefer it.
- reillyse 13y ago
  For espresso roasts have you tried the Dapper from Handsome Coffee? Probably my favorite espresso at the moment. Regarding the dark roasts, a large part of my service is the curation angle. I'm promising people that I will find them a great coffee. I really only have my taste buds to rely on for the curation, so I'll end up recommending coffees that I like.
  - dougk16 13y ago
    I haven't tried Dapper, thanks for the recommendation. Just ordered a pack. My espresso machine's getting back from repair tomorrow after several months on the DL...can't wait. OK, I get your angle. If you do ever get into some darker roasts though, let me know...e-mail's in my profile.

dougk16 13y ago

I don't like Starbucks' beans but for two exceptions: their "reserve" single-origin line (http://www.starbucks.com/coffee/reserve http://www.starbucks.com/coffee/reserve), and their espresso roast. I'm actually surprised I haven't found a better espresso roast...Lavazza, Illy, surprisingly nothing else measures up. Their reserve line is also dark roasted (or nuked to taste oblivion, depending on your viewpoint :P), but those are generally still my favorite for the French press or Aeropress or Clover machine. I've tried plenty of lighter-roasted single-origin beans from a local roaster in my town who has the same opinion as you. I always give them a fair shake, but it's just not my thing. I guess my point is, you may be turning away paying customers based on personal preference. My local roaster also thinks dark roasting is sacrilege, but does it nonetheless because ~half of his customers prefer it.

reillyse 13y ago
For espresso roasts have you tried the Dapper from Handsome Coffee? Probably my favorite espresso at the moment. Regarding the dark roasts, a large part of my service is the curation angle. I'm promising people that I will find them a great coffee. I really only have my taste buds to rely on for the curation, so I'll end up recommending coffees that I like.
- dougk16 13y ago
  I haven't tried Dapper, thanks for the recommendation. Just ordered a pack. My espresso machine's getting back from repair tomorrow after several months on the DL...can't wait. OK, I get your angle. If you do ever get into some darker roasts though, let me know...e-mail's in my profile.