Coffee is the lifeblood of most sales positions and frankly, it is probably a food group in and of itself at this point. I love coffee. It is delicious. Caffeine is amazing. Yadda yadda yadda. The coffee that you drink every day is just that. A daily substance that is ingested. If you’re going to eat something every day, It should be really good right? Yes. The answer is yes.
Coffee beans from different regions of the world will, of course, have different notes of flavor, but the real key to fresh coffee is an excellent roast. We all know that a good steak is awesome but it is even better when it is cooked properly. Your coffee beans are no different. There are of course several levels of roasting that can be applied to any number of different beans to make a seriously tasty cup of coffee.
Have you ever enjoyed a slightly chocolatey french roast or sipped on a blonde roast which just barely contains those hints of bitterness you expect from your morning brew? You have already experienced the differences in roasts. Now that we know how important the roasting is, let’s talk about why you have to get your coffee roasted within 50 miles of the place where you brew it.
The best comparison I have for you is the experience of a corporate dinner vs. a dinner at a mid-range restaurant. Most of the time the food from the corporate dinner is ok, it’s mostly warm and looks like food, but it usually lacks flavor and tastes like reheated leftovers. If you’re going to consume something every day it should be better than ok and reheated leftovers. Coffee that has been locally roasted is going to be fresher(less shipping time) and also far more likely to support your local community.