Is Fresh Always "Best?"

Is Fresh Always "Best?"

There are a ton of widely held beliefs in the coffee industry. One that I strongly agree with is that coffee is best fresh. As coffee ages, the notes that make a coffee special (in this case the bright fruit notes) start to fade away, and the coffee begins to taste, well.....like plain old coffee. It's why I roast to order and it affects a lot of my overall business strategies.