For an Ethiopian coffee rich in berry notes – roasting it dark would take that berry note and make it sour. As a medium roast, the berry has great flavor.
When we get a new coffee we roast it at three levels to see which level really brings out the best flavor of that particular coffee. From there we may even tweak it further going up or down 5 degrees to get it exactly right.
So when we say craft roasted we mean we roast the bean we have to bring out its best qualities.
We like to urge our customers, especially those who think they “only like dark roasts” to try a variety of our coffees.