Short explanation / selection

• High-quality beans are more important for the final cup than simply choosing a local roaster. The raw material (green beans’ variety, origin, processing, and freshness) fundamentally determines the potential flavor, complexity, and balance. A skilled roaster can highlight and preserve that potential, while a less capable roaster — even local — cannot create great coffee from poor beans.

Expanded explanation and deeper detail

1. How each factor contributes

• Beans (raw material): The coffee bean’s origin (country, region, farm), variety (e.g., Typica, Bourbon, Geisha), altitude, harvest timing, and post-harvest processing (washed, natural, honey) set the intrinsic flavor profile and potential quality. Specialty-grade beans graded by SCA (Specialty Coffee Association) standards typically score 80+ and have distinct sensorily desirable traits.
• Roaster (treatment and skill): Roasting transforms green beans into the flavors you taste. Roast profile (time, temperature, development), freshness after roast, and the roaster’s skill in matching roast to bean determine whether the bean’s best qualities are expressed or hidden/destroyed. A great bean poorly roasted will taste flat, burnt, or one-dimensional; a mediocre bean well roasted can be made pleasant but won’t reach the heights of a top green bean.

2. Why beans generally trump locality

• Potential vs. execution: Beans provide potential; roasting is execution. Potential limits the ceiling. Even expert roasting can’t invent complexity absent in the green bean. Conversely, poor roasting can squander excellent beans.
• Consistency: High-grade beans from reputable producers and importers provide consistent quality that knowledgeable roasters can work with. A local roaster may not have access to or choose high-grade lots.
• Traceability and ethics: High-quality beans often come with better traceability and farmer relationships (direct trade, fair pricing), which matters for sustainability and quality continuity.

3. When local roaster matters more

• If the local roaster is highly skilled and focused on freshness: freshly roasted coffee (within 3–14 days post-roast depending on brew) is often superior to stale beans no matter their origin. Local roasters who roast to order and offer good storage/freshness practices can make a noticeable difference.
• For convenience and community: Supporting local roasters sustains local business, allows direct taste testing, and often provides barista expertise for preparation methods that maximize flavor.
• For specific roast preferences or brewing methods: Some roasters tailor profiles for espresso vs. filter; a local roaster who understands your brew method can deliver better results than distant producers with a one-size roast.

4. Practical guidance for choosing

• Prioritize bean quality: Look for SCA score, origin details, processing method, harvest year, and supplier reputation.
• Evaluate roast date and roast profile: Fresh roast date printed; ask whether the roaster highlights origin characteristics or uses darker, one-note roasts.
• Taste before buying: If possible, sample from the local roaster and also try beans labeled high-quality from other roasters. Compare the same origin roasted differently.
• Match roast to brew: Light–medium roasts often preserve origin characteristics (good for filter), medium–dark roasts may suit espresso; choose according to your preferred brew.
• Ask questions: Inquire about direct trade, farm partnerships, cupping notes, and recommended brew parameters.
• Storage and freshness: Store beans in a cool, dark, airtight container and buy quantities you’ll use within 2–4 weeks of roast for best flavor.

5. Final takeaway

• If forced to choose a single priority: start with high-quality beans. Then choose a roaster (local or not) who understands and preserves those beans’ qualities and offers fresh roast dates. Local roasters matter when they combine access to quality beans with careful roasting, freshness, and good brewing guidance.

References and further reading

• Specialty Coffee Association (SCA) standards and protocols: sca.coffee
• “The Coffee Roaster’s Companion” by Scott Rao — practical roasting guidance
• “Coffee: A Comprehensive Guide to the Bean, the Beverage, and the Industry” edited by Robert W. Thurston et al. — context on production, processing, and quality

If you want, I can: recommend questions to ask a roaster, suggest tasting tests to compare beans vs. roast, or help you pick beans tailored to your brewing method.

Because raw material sets the ceiling. Coffee’s intrinsic flavors come from origin (soil, climate, altitude), variety, and how the cherry was processed and dried. Those factors create the chemical and sensory potential of the bean — sweetness, acidity, body, and characteristic tasting notes — that roasting can only reveal or mask, not invent.

Roasting is important, but it’s primarily an interpreter: a skilled roaster brings out the bean’s best qualities by choosing appropriate roast profiles and development times. Conversely, poor roasting can flatten or destroy delicate origin characteristics. Thus, even the best local roaster can’t fully recover flavor from low-quality, poorly processed beans.

Practical takeaway: prioritize buying high-quality, well-processed beans (specialty-grade, clear cupping notes), then choose a local roaster who demonstrates respect for bean character (fresh roasts, transparent roast levels, tasting/cupping information).

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

Robert W. Thurston et al., in Coffee: A Comprehensive Guide to the Bean, the Beverage, and the Industry, provides a broad, authoritative overview of coffee production and quality that supports the view that bean quality is foundational. Key points from the book relevant to your question:

• Production and origin matter: The book explains how geography, climate, cultivar (variety), and agronomic practices determine the raw potential of green coffee—its inherent flavor compounds, acidity, body, and defects. Those factors set the ceiling for what a roaster can achieve. (Chapters on agronomy and origin.)

• Processing shapes but does not create quality: Thurston and contributors detail how post-harvest processing (washed, natural, honey, etc.) profoundly affects cup character by altering fermentation and drying. Proper processing can enhance desirable flavors; poor processing introduces faults that are difficult or impossible to remove later. (Chapters on post-harvest processing.)

• Grading and quality control: The book surveys grading systems and sensory evaluation methods used to assess green-bean quality. These assessments guide buyers and roasters about which lots are worth investing careful roasting into. (Chapters on quality assessment and economics.)

• Roast as interpreter: Roasting is presented as the crucial stage that translates green-bean potential into the beverage. A skilled roaster can highlight or muffle origins, but they cannot transform low-quality or defect-laden beans into genuinely excellent coffee. Thus roasting optimizes, rather than substitutes for, bean quality. (Chapters on roasting chemistry and sensory outcomes.)

• Industry implications: Thurston et al. emphasize how supply-chain decisions—paying for better beans, investing in proper processing, and aligning roasters with producer goals—produce more consistent high-quality coffee and fairer returns across the chain.

In short: The book supports prioritizing high-quality beans (origin, variety, and processing) because they define the possible flavors; then select a roaster who preserves and interprets those qualities through appropriate roast profiles and freshness practices.

References: Coffee: A Comprehensive Guide to the Bean, the Beverage, and the Industry (ed. Robert W. Thurston et al.), chapters on production, processing, quality assessment, and roasting.

High-quality beans typically come with clearer traceability and stronger relationships with producers (direct trade, fair pricing, co-ops). That traceability means you can verify growing conditions, processing methods, and ethical practices, which supports sustainability and ensures consistent quality over time. When farmers are paid fairly and practices are transparent, they can invest in better cultivation and processing — raising the inherent flavor potential of the beans. A skilled roaster can showcase those qualities, but they can’t fully create them from low-grade, poorly sourced beans.

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

Why beans matter

• Origin & variety: The coffee plant variety and where it’s grown (soil, altitude, climate) create the fundamental flavor potential — acidity, body, fruit/flower/earth notes. (See: James Hoffmann, The World Atlas of Coffee.)
• Processing: Washed, natural, or honey processing develops very different flavor profiles; poor processing produces defects that roasting can’t fully hide.
• Green-bean quality: Density, ripeness, and absence of defects set the “ceiling” for what the cup can become. The Specialty Coffee Association’s grading and cupping standards show how green quality predicts final sensory quality.

How the roaster matters

• Roast profile: A skilled roaster controls time and temperature to highlight desirable bean characteristics (e.g., floral acidity or chocolate sweetness) and avoid development of off‑flavors. Bad roast profiles can flatten or burn good beans.
• Freshness & transparency: Local roasters who roast to order and label roast dates preserve volatile aromatics and let you know what you’re buying.
• Matching and consistency: Good roasters select and blend beans, adjust profiles for consistency, and provide tasting notes so you can choose what fits your preference.

Bottom line

• Prioritize high-quality beans — they determine the maximum flavor. Then choose a local roaster who respects and highlights those bean qualities through appropriate roast profiles, freshness, and clear information. (Sources: Specialty Coffee Association; James Hoffmann, The World Atlas of Coffee.)

The Specialty Coffee Association (SCA) sets widely used standards and protocols for evaluating coffee quality at every stage — cupping/score methodology, green (unroasted) bean grading, processing and sensory protocols. Their cupping score protocol quantifies attributes like aroma, flavor, acidity, body and aftertaste so buyers and roasters can reliably distinguish high‑quality beans from defects. Green bean standards (defect counts, moisture, size and density) identify lots with the potential to reach a high sensory ceiling; beans with many defects or poor processing simply cannot achieve top scores no matter the roast.

Because SCA methods create a common language and objective benchmarks, they make it easier to prioritize bean quality: you can choose lots with strong SCA cupping scores and proper green‑bean specs, then find a local roaster who uses roast profiles that preserve and highlight those characteristics. For more, see the SCA site: sca.coffee and James Hoffmann, The World Atlas of Coffee.

Short explanation: High-quality beans determine the flavor ceiling. Origin (country/region), variety, and processing (washed, natural, honey, etc.) create the raw potential of the cup. A skilled local roaster can bring out and balance those inherent qualities; a poor roast can obscure or ruin them. Thus prioritize sourcing excellent beans, then pick a local roaster who demonstrates respect for origin (transparent sourcing, appropriate roast levels, freshness, clear cupping notes).

Questions to help me recommend:

• Do you prefer bright/acidic, chocolatey/rounded, or fruity/fermented flavor profiles?
• Does the roaster practice direct trade or have documented farm partnerships?
• Are cupping notes provided for the beans you’re considering?
• How fresh are the bags (roast date) and what roast levels are offered?
• What brewing methods do you use (espresso, pour-over, French press), and would you like recommended brew parameters?

Recommended brew parameters to try (once you tell me method):

• Espresso: dose 18–20 g, yield 36–40 g, 25–30 s, adjust for taste.
• Pour-over (V60, 1:16 ratio): 16 g coffee : 256 g water, 30–45 s bloom (twice pour), total brew 2:30–3:00.
• AeroPress (inverted): 16 g coffee : 240 g water, 1:30–2:00 steep, medium-fine grind.
• French press: 60 g coffee : 1,000 g water (1:16), coarse grind, 4 min steep.

Sources:

• Specialty Coffee Association standards (SCA) on green coffee and cupping.
• James Hoffmann, The World Atlas of Coffee (roasting and origin insights).

Tell me your flavor preferences and brewing method and I’ll suggest beans and roast profiles to look for.

Consistency: High-grade beans from reputable producers and importers provide a reliable baseline of quality—consistent flavor potential, defect-free lots, and traceable information about origin, variety, and processing. That reliable input lets roasters (local or not) produce repeatable, high-quality results. By contrast, a local roaster may lack access to top-tier lots or may source inconsistently; even a skilled roaster cannot fully compensate for poor or variable green coffee. Therefore prioritize sourcing excellent beans first, then choose a local roaster who preserves and accentuates those bean qualities (look for transparency, roast profile clarity, and cupping notes).

References: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

Practical guidance for choosing

Start with the beans: prioritize origin, variety, processing, and recent crop/harvest information — these determine the potential flavor. Look for clear origin labels, tasting or cupping notes, and specialty-grade or SCA scores when available.

Then evaluate the roaster: choose a local roaster who treats those beans respectfully. Good signs: transparent roast dates (freshness), clear roast-level descriptions (e.g., light/medium/dark with tasting notes), cupping or sample notes that match your preferences, and consistency across batches. Visit the roastery or ask about their roast philosophy — do they aim to highlight origin characteristics or standardize a house profile?

Practical steps:

• Buy whole-bean specialty coffee with origin and processing info.
• Prefer beans roasted within the past 7–21 days (depending on brew method).
• If possible, taste samples (espresso and filter) from the roaster to see how they present the bean.
• Ask the roaster about their roast profile and whether they adjust for bean lot differences.
• If a roaster over-roasts to hide defects, move on; good roasters accentuate, not mask, bean quality.

References: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

High-quality beans set the flavor ceiling: origin, variety, and processing determine the inherent complexity and desirable flavor notes. No amount of roasting can fully fix defects or create complexity that isn’t in the green bean (see Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee).

That said, a highly skilled local roaster who emphasizes freshness can make a big practical difference. Freshly roasted coffee (often best around 3–14 days after roast depending on brew method) preserves volatile aromatics and brightness that stale beans lose. Local roasters who roast to order, control roast profiles to highlight origin characteristics, and use good storage practices will preserve and showcase excellent beans — making them preferable to old or poorly handled beans of equal origin.

Bottom line: prioritize excellent beans, but choose a capable local roaster who keeps them fresh and roasts them to highlight those bean qualities.

If forced to choose one priority, start with high-quality beans. Origin, variety, processing, and green-bean quality set the flavor ceiling: no roast profile can fully recover flavors that were never present. A skilled roaster can highlight or mangle those inherent qualities, but poor beans limit what roasting can achieve (Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee).

After beans, choose a roaster who preserves and accentuates those qualities. Look for clear roast levels, transparent cupping notes, and recent roast dates — indicators they understand the beans and value freshness. Local roasters matter when they combine access to excellent green coffee with careful roasting, consistent quality control, and guidance for brewing: they add convenience and ensure you drink the beans at their peak.

In short: beans set the ceiling; the roaster determines how close you get to it.

Beans (raw material): The coffee bean’s origin (country, region, farm), variety (e.g., Typica, Bourbon, Geisha), altitude, harvest timing, and post‑harvest processing (washed, natural, honey) set the intrinsic flavor profile and potential quality. These factors determine the chemical makeup of the green bean and thus the “flavor ceiling” — what tastes are possible and how complex they can be. Specialty‑grade beans graded by the Specialty Coffee Association (SCA) typically score 80+ and demonstrate clean, distinctive sensory traits; you can’t fully create those traits from inferior green beans through roasting alone.

Role of the roaster: A skilled local roaster is crucial because they translate the bean’s potential into a final cup by choosing roast profiles that highlight origin and processing. But even the best roaster can only work within the limits set by the green bean’s inherent quality.

Bottom line: prioritize high‑quality, specialty beans first; then pick a local roaster who demonstrates care (freshness, transparent roast levels, cupping notes) and respects the bean’s character.

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

High-quality beans matter more because origin, variety, and proper processing set the flavor ceiling: poorly grown or processed beans cannot be fully fixed by roasting. A skilled local roaster can highlight excellent beans or, conversely, obscure them with inappropriate roast profiles, so prioritize great beans first and then choose a roaster who preserves and accents those inherent qualities (look for freshness, clear roast-level labeling, and published cupping notes). Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

For convenience and community: Supporting local roasters sustains local business, lets you taste before you buy, and gives access to barista expertise and brewing advice that help you extract the best flavor from your beans.

Prioritize bean quality because origin, variety, and processing set the flavor ceiling: even the best roaster can’t fully recover a poorly produced coffee. When choosing beans, look for an SCA (or similar) score, clear origin information (country, region, and farm or cooperative), variety, processing method (washed, natural, honey, etc.), harvest year, and the supplier’s reputation for traceability and ethical practices. A skilled local roaster can then preserve and accentuate those intrinsic bean qualities through appropriate roast profiles, but they can’t reliably create complexity that never existed in the green coffee.

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

High-quality green beans set the ceiling for what a cup of coffee can taste like. Origin, variety, harvest and processing methods, and freshness determine the beans’ inherent flavor complexity, sweetness, acidity, and balance. A skilled roaster can accentuate and preserve those attributes; a poor roast can obscure or destroy them. In short, excellent beans give you the raw potential for a great cup, while a roaster — local or not — can only realize or squander that potential. So prioritize sourcing great beans first, then choose a roaster who demonstrates transparent roast profiles, freshness, and respect for the beans’ tasting notes (see Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee).

Scott Rao’s The Coffee Roaster’s Companion is a practical, hands‑on guide to roasting that explains how roast decisions interact with bean quality. Rao focuses on:

• Roast profiles and control: he gives concrete methods for developing and reproducing roast curves so a roaster can bring out desired flavors without over- or under‑roasting.
• Chemistry and sensory goals: Rao links roast degree and development time to flavor outcomes (acidity, sweetness, body), showing how a skilled roast can highlight — or obscure — the inherent qualities of good beans.
• Troubleshooting and consistency: the book teaches practical techniques to avoid common roasting faults that would damage high‑quality beans, and how to maintain batch‑to‑batch consistency so bean quality isn’t wasted.
• Practicality for local roasters: its emphasis on scalable, reproducible methods makes it especially useful for local roasters aiming to preserve origin characteristics rather than mask them.

In short: Rao’s book explains how a roaster can either realize the flavor ceiling set by excellent beans or, through poor technique, squander it—supporting the point that great beans come first, but a knowledgeable roaster is essential to showcase them.

Sources: Scott Rao, The Coffee Roaster’s Companion; James Hoffmann, The World Atlas of Coffee; Specialty Coffee Association roasting guidelines.

Final takeaway: Start with high-quality beans. The origin, variety, and processing of green coffee establish the flavor potential — a ceiling that roasting can highlight but not create. A skilled local roaster is essential to realize that potential (by choosing appropriate roast profiles, ensuring freshness, and communicating tasting notes), but they cannot fully repair fundamentally poor beans. So prioritize sourcing excellent beans, then select a local roaster who preserves and accentuates those intrinsic qualities.

References: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

High-quality beans matter more because origin, variety, and processing determine the flavor potential — a great roast can showcase that potential, but it can’t fully fix poor raw beans. After prioritizing excellent green beans, choose a local roaster who respects and highlights those intrinsic qualities (e.g., transparent roast levels, clear cupping notes, and fresh roasting dates).

Taste before buying:

• Sample at the local roaster: cup brewed coffee there to hear how their roast style expresses the beans.
• Compare labeled high-quality beans from other roasters: bring the same-origin beans home or ask for samples to taste differences.
• Compare the same origin roasted differently: this reveals how roast profile changes acidity, body, and aroma, helping you pick the bean–roaster combination you prefer.

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

High-quality green beans set the flavor ceiling: origin, variety, and processing determine the intrinsic taste components (acidity, sweetness, body, and unique notes) that roasting can only reveal or obscure. A skilled local roaster can accentuate those qualities; a poor roast can flatten or mask them. So prioritize sourcing excellent beans first, then pick a roaster who treats them with care (clear roast levels, freshness, and transparent cupping notes).

Storage and freshness: Store roasted beans in a cool, dark, airtight container away from heat, light, and moisture. Buy only what you’ll use within 2–4 weeks of the roast date for best flavor; whole beans stay fresher longer than pre-ground. For reference: Specialty Coffee Association guidelines and James Hoffmann, The World Atlas of Coffee.

High-quality beans matter most because origin, variety, and correct post-harvest processing set the upper limit on flavor — you can’t reliably create complexity and clarity from poor raw material. A skilled roaster can accentuate or obscure those intrinsic qualities: a good roast preserves origin character and sweetness, while an inappropriate roast can flatten or burn out nuance. So prioritize excellent beans first, then pick a local roaster who handles them well (freshness, clear roast levels, transparent cupping notes).

For specific roast preferences or brew methods: Roasters who tailor profiles for espresso versus filter make a meaningful difference. Espresso often benefits from darker or more development to balance extraction and body; light/medium profiles typically highlight acidity and origin notes for pour-over or drip. A local roaster who understands your preferred brew method can adjust roast degree and development to deliver better results than a distant producer using a one-size-fits-all profile.

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

A local roaster becomes more important when roast profile, freshness, and consistency are the decisive factors for the coffee you want. Even very good beans can be over- or under-roasted, obscuring their inherent flavors; a skilled roaster brings out desired notes (acidity, sweetness, body) and balances development for the brew method you use. Local roasters also matter when:

• You value roast freshness: Local roasting shortens time from roast to cup, preserving volatile aromatics and nuanced flavors.
• You need a specific roast style: Some beans shine best light and floral, others with medium or darker development — a local roaster can tailor profiles to your preference or brewing method.
• You want transparency and traceability: Local roasters often provide cupping notes, processing details, and direct relationships with importers/farmers, helping you choose beans that match taste and ethics.
• Consistency and small-batch care matter: Small local roasters may give more attention to individual lots, correcting issues or highlighting special lots that large-scale roasters might miss.
• You prefer custom grinding/packaging and immediate advice: Local shops can grind to order, recommend brew recipes, and adjust based on your feedback.

In short: prioritize great beans first, but when freshness, roast skill, customization, and transparent sourcing are decisive for your cup, the choice of local roaster can be the factor that makes or breaks the coffee.

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

High-quality beans set the flavor ceiling: origin, variety, and processing determine the potential complexity and character of the cup. No roast—however skilled—can fully recover from poor green coffee. A local roaster matters because they realize (or ruin) that potential: a good roaster will choose appropriate roast profiles that preserve and highlight bean qualities; a poor one will obscure them with over- or under-roasting.

Match roast to brew: light–medium roasts tend to preserve origin characteristics (bright acidity, tea-like or fruity notes) and work best for pour-over, Chemex, V60, and other filter methods. Medium–dark roasts mute some origin traits while adding sweetness and body—these are often preferred for espresso and milk-based drinks. Choose beans first for the flavor you want, then a roaster who uses roast levels and freshness to showcase those beans.

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

Roaster (treatment and skill) Roasting is the chemical and thermal transformation that turns green coffee into the cup you drink. The roast profile—time, temperature curve, and development stage—plus how fresh the roast is, and the roaster’s ability to match profile to bean, determine whether desirable flavors are revealed or masked. A skilled roaster brings out acidity, sweetness, and aromatics; a poor roast can flatten, burn, or homogenize those qualities.

Why beans matter more Origin, variety, and processing set the inherent flavor potential. Exceptional green beans have complex, distinctive characteristics that define the ceiling of what a cup can be. No amount of roasting skill can reliably create those intrinsic qualities from low-grade green coffee. Conversely, a mediocre bean can be roasted well to taste pleasant, but won’t achieve the nuance of a top-quality bean.

Practical takeaway Prioritize sourcing high-quality beans first; then choose a local roaster who demonstrates careful roast profiles, clear roast-date freshness, and tasting (cupping) notes that show they preserve and highlight the bean’s qualities.

Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

High-quality beans matter more because origin, variety, and processing set the flavor ceiling—no roast can fully rescue low-quality coffee. That said, a good roaster is essential to realize and showcase those intrinsic bean qualities; a poor roast can flatten or obscure them.

How to evaluate a roaster (short checklist)

• Roast date: Prefer a clearly printed fresh roast date (ideally 2–14 days for filter, 4–21 days for espresso depending on your taste).
• Roast profile: Ask whether the roaster aims to highlight origin/processing characteristics (fruit, florals, acidity) or favors darker, one-note profiles (roasty/bitter).
• Roast level clarity: The roaster should state roast levels and intended brew methods rather than vague labels.
• Transparency and tasting notes: Look for cupping notes, farm/lot information, and willingness to discuss how they dial in roast profiles for each bean.
• Freshness and handling: Check packaging, storage practices, and whether they advise proper grind and storage for best results.

References: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.

Beans set the potential: origin, variety, and processing determine the flavors and complexity a coffee can express. That potential is the ceiling—if the green bean lacks acidity, sweetness, or distinctive origin character, no amount of roasting can create those intrinsic qualities.

Roasting is execution: a skilled roaster can highlight, balance, or suppress the bean’s innate traits through roast profile, development time, and temperature. Good roasting can reveal nuance; bad roasting can flatten or burn the best beans.

Net effect: prioritize high-quality beans first, then pick a local roaster who respects and preserves those bean characteristics (freshness, clear roast levels, and transparent tasting notes). Even expert roasting cannot invent complexity absent in the bean, but poor roasting can squander excellence. Sources: Specialty Coffee Association standards; James Hoffmann, The World Atlas of Coffee.