Before we started Per’La, I found myself pondering various questions about how we can provide our customers with the best sensory experience in their morning cup of coffee. The journey of coffee is quite extensive, starting from the country of origin where the coffee is harvested, then making its way to the United States (usually by sea container), and eventually reaching our Per’La roasting lab in Miami.
The real inefficiency in the process tends to arise after the coffee is roasted. The freshness clock truly starts ticking immediately after roasting. Coffee releases approximately twice its weight in CO2 gas, which is essential for infusing the coffee with the amazing flavor and aroma that coffee lovers crave. Once this gas is fully expelled, the coffee experience tends to diminish over time.
The Per’La roast-to-order model is vital for delivering the best possible coffee-drinking experience, both for home brewers and the five-star hotels we serve. Coffee that is roasted in other countries, especially European brands, tends to be at least six months, and sometimes over 12 months old by the time it reaches your cup. Along with the transit time from the roasting location, large brand coffee typically sits in warehouses for extended periods. In these cases, you're left with coffee that is still okay to drink but is flat and lifeless - a one-dimensional experience.
If you've examined our labels, you can see that the roast date is so important that we prominently feature it on every label we print. We typically roast, pack, and ship orders five days a week to deliver the best possible specialty coffee experience. Some of our customers receive their coffee before it reaches the 24-hour mark. How's that for freshness!?
Every coffee has its own "sweet spot," but generally, a good guideline is to consume it between days three and twenty-five after roasting for the best freshness experience. The coffee should be stored in an airtight container, away from light and temperature fluctuations.
While not having a prominently featured roast date isn't a complete dealbreaker, it generally indicates that the coffee you're about to brew may not be the freshest. If you have any questions about coffee freshness, please don't hesitate to give us a call or send us an email.