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Are you Buying Bad Coffee at the Store?
Imagine this — you walk into a grocery store to get your weekly supply of coffee so that you can have your “fresh” coffee each morning and be ready to go, fully energized for those wild workdays. You don’t want to think about the coffee, you just want it to be the same old boring coffee grounds that just get the job done… Right? What if I told you that you really should stop and think about it. Not just for me, but because I promise that your coffee will be more enjoyable for you if you just keep these few things in mind next time you go get your “fresh coffee” (which isn’t so fresh by the way).
Look for a “Roasted On” date, not an expiration date.
There is a difference between freshness and shelf-life. You should judge your coffee on how long it has been since it was roasted, not how long you have until the coffee is undrinkable. Coffee roasters who care about quality will always list the roast date on the bag of coffee so that you know how fresh your coffee actually is.
“100% Coffee” really means “we don't completely use high-quality coffee.”