What is good coffee?

I recently stumbled across a video the other day that went over bad coffee. ( Link to the video: https://www.youtube.com/watch?v=Wvn64vr-sc8)

It got me thinking about when I first started roasting my own coffee in search of good coffee. Before this point, I just drank Maxwell house that comes in the big blue tubs or starbucks, dunkin, or eight o’clock that was off the grocery store shelf.


Those coffee’s all tasted the same to me, I’m sure most of us can agree on that, the only one’s that tasted slightly different were ones that are flavored; which, is only good to a certain degree for me.

Why do store bought coffee’s taste the same? Well, there is one thing they have in common…they are months old. No matter how well you store your coffee. 6 months in a warehouse, in semi trailers, into stores where they site longer will make any coffee stale. By then, coffee has all but lost its flavor and you’re just getting dark flavored water that you make taste better by adding flavored creamer or milk.

Good coffee. OR Damn Good Coffee as I like to say; Is FRESH! It was roasted same day or a couple days before it’s shipped to you so it’s at its peak freshness when you go to brew for the first time. It typically comes in whole bean. Whole bean coffee stays fresh longer and retains more of those flavors and aromas you love about craft coffee.


Most franchise coffee is well below what is considered good coffee. They are typically called dark and bold or extra dark and robust. AKA Burnt and not flavorful at all. Craft coffee, however, has a lot of freshness to it. Dark roasts may be bold and dark, but, there are flavors in those coffees you would have never guessed. You can bring out subtle or different flavors depending on how you brew. A super simple way to get damn good coffee; cold brew! Plenty of flavor, tons of caffeine, and as long as you can wait minimal effort to make!


Another great aspect of craft coffee is there is minimal acidity or bitterness that most people hate about black coffee. This can also be prevented if you are brewing the coffee correctly at good ratios, but, if coffee was roasted very inconsistently, too dark, or using poor quality coffee beans; it can often lead to bad tasting coffee. Large coffee companies typically aim for the cheapest beans which is why they are roasted so dark.

Most people I believe associate craft coffee with expensive, fancy, and done-up, hipster coffee where you pay $5.00 for a 6oz cup that was hand pressed through 56 different styles of filters that produces a clean auburn color and are told there are several different notes of apricot flavors in the coffee…. lol. Or where you spend $30 for a 12oz bag of coffee that was very carefully roasted over an open flame using only the finest oak logs…. Right.

It isn’t, it’s actually very affordable, and you can actually get a lot of coffee. I’m sure you’ve heard the old saying: A little can go a long way. I tend to stay away for the overly designed bags and packaging of craft coffee brands. Not saying the coffee is bad at all. I just don’t want to pay for mostly packaging. I love simple things and keeping packaging simple and sweet allows for lower prices on the bags of coffee.

I sell one pound bags of coffee. They are between price ranges of $17-$19 dollars. I have a half pound barrel aged bag…$19 dollars. I also have sample packs (5 Two oz bags) for $10. I have free shipping which is why the price point seems expensive to most and that’s honestly a huge chunk of the cost, especially if you frequently order online. But, it’s so worth it! Especially with how quickly things get shipped now!.

I’m not trying to sell you on my coffee in particular. (I am to a slight degree, it’s my business and my coffee, I’m proud of it!) But if you stumble across a small coffee company and you’re interested in giving their coffee a try. DO IT! Craft coffee is awesome and you deserve better coffee!

evan armstrongComment