Roasting coffee is not about making it dark or light. It is about timing, control, and restraint.
Every coffee has a point where its flavors are most expressive. Roast too light, and the coffee can taste sharp or underdeveloped. Roast too far, and sweetness disappears, replaced by smoke or bitterness. The challenge is finding the balance in between.
We approach roasting by understanding the bean first. Density, moisture, processing method, and origin all influence how heat should be applied. A Sumatra coffee does not behave the same way as a Brazil or Ethiopia, even at the same roast level.
During roasting, we focus on aroma changes, color development, and reaction timing rather than chasing a fixed temperature number. The goal is to develop sweetness, clarity, and body without masking the coffee’s natural character.
That moment when acidity softens, sugars caramelize, and aromas open up is what we call the sweet spot. It is not identical for every coffee, but it is always intentional.
This is why we do not rely on one profile for everything. Each coffee earns its own approach.
