Coffee is a fresh product. A week after roasting, it is loosing its flavours. A month after roasting it has lost all of its best qualities!
For most people 5 cups a day would be enough. That works out to 250g per week. So next time you see that large 1 kilo pack of coffee beans on the supermarket shelf, ask yourself, is it really such a bargain. The use by date is often 2 years from the date of roasting, and even with the best packaging in the world, once opened, you have less than a week.
Pop round to your local small coffee shop/house and ask for 250g of this weeks coffee, you will taste the difference!
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