intamani. While origin does matter, freshness often matters more than people realize.
Freshly roasted coffee means the coffee has been roasted recently enough that its natural aromas and flavors are still intact. After roasting, coffee slowly releases carbon dioxide and begins to lose its volatile compounds. This process starts immediately. Within weeks, even the best beans can taste flat if they sit too long.
Many coffees on the market are roasted in large batches and stored for convenience. They may carry a great origin label, but by the time they reach your cup, much of their character has faded. What remains is often bitterness or dullness, not complexity.
Fresh roasting preserves clarity. You can taste sweetness more clearly, acidity feels cleaner, and the finish is smoother. This is why two coffees from the same origin can taste completely different depending on how fresh they are.
For us, freshness is not a claim. It is a process. We roast daily in moving batches, not to fill shelves, but to meet actual demand. This way, every bag that leaves the roastery represents coffee at its best stage.
In the end, origin tells you where the coffee comes from. Freshness determines how alive it tastes.
