When you see flavor notes like chocolate, citrus, or caramel on a coffee label, they are not ingredients. Nothing is added during roasting.
These notes describe natural characteristics that come from the coffee itself. Variety, soil, altitude, processing, and roasting all shape how a coffee tastes. Our role is to reveal those qualities, not create artificial ones.
Think of flavor notes as a guide, not a promise. Two people may experience the same coffee slightly differently. That is normal. What matters is that the coffee has clarity and structure, allowing those flavors to show up naturally.
Roasting too aggressively can erase these nuances. Under roasting can hide them. The right approach lets them appear on their own.
Good coffee does not need to be explained loudly. When roasted well and brewed properly, it speaks for itself.
