There's More To Roasting Than Meets The Eye

At Joffrey’s we roast all of our coffees to order to ensure quality and freshness. But, there’s more to the coffee  roasting process than meets the eye.


We consider the coffee roasting process to be a science AND an art form.

When coffee beans arrive at our facility they are ‘green’ – which is the way coffee beans are stored. They’re stored green because while in this state they will not lose quality or taste. Green coffee beans do not have the same characteristics as roasted coffee beans. In fact, they look, feel and smell completely different than the coffee bean you see when you receive your Joffrey’s. They actually look and smell like dried peas before roasting, nothing like what we have come to know and love about the smell of freshly roasted coffee.

Through roasting, coffee gets it delicious brown color and aroma. This is when the chemical changes take place within the beans as they are rapidly brought up to high temperatures and transforms the “green” coffee beans into what we know as roasted coffee. During the roasting process moisture dissipates, sugars break down, and the beans expand, releasing steam and CO2. In fact, all this happens in a window of 14-16 minutes depending on the degree of roast.

Once the beans reach the desired outcome, they’re quickly cooled to stop the roasting process. But this is harder than it sounds – there’s nothing that automatically tells the roasting machine when to stop. It’s all up to the Roaster themselves. During the roasting process, the Roaster will inspect the beans several times by taking a closer look and smelling and touching the beans to ensure they are roasted to the desired level.

It’s completely up to the Roastmaster to determine exactly when the roast has reached it’s perfect “profile” and the roast is complete. 5 seconds too early and you may have an underdeveloped coffee, 5 seconds too long and you may wind up with a batch of “unintentional espresso”. Because of the attention to detail needed, it takes many years for Roasters to train and develop the skills and ability to read beans

At Joffrey’s, we have two roast categories:

  • Medium – beans with a medium brown color, strong flavor and no oily surface.
  • Dark – shiny, almost black beans with an oily surface and slight bitterness.

Looking to learn about which roast is right for your needs and your space? Contact your Joffrey’s rep!

Want an inside look at how coffee beans are roasted? Check out this video that takes you on a coffee bean’s journey through the roaster.

Medium, Dark or Blend Roasts: Do You Know the Difference?

Standing in line for coffee is an inevitable part of life, and Joffrey’s Coffee and Tea is always worth the wait! If you’re craving a great cup, thinking about what you’re going to order is almost as exciting as your first sip. There’s the obvious vanilla latte if you’re in the mood for something uplifting and sweet, the tried and true americano and of course, the cortado for our coffee aficionados. Avid coffee drinkers might mumble the words ‘one hot coffee’ through early morning lips upon arriving at the counter. And although it seems like the easiest option, it’s the only one that comes with a follow up question. Medium or dark roast? Which begs the larger question… Do you know the difference?

There are many common misconceptions about coffee roasts and what each one means. Luckily, Joffrey’s Coffee and Tea is here to clear the coffee-infused air. Because when you’re staring into the eyes of a menu board, you should be able to stare back, confident and ready to be caffeinated! Let’s play a game of True or False to see how well you know your roasts.

TRUE OR FALSE: Medium roasts, like Joffrey’s Colombia coffee, are best paired with breakfast.

True. Medium roast coffees have earned a seat at the breakfast table because of their balanced flavor profile. These coffees boast harmonious levels of acidity and body that make them easy to digest in the morning. Not to mention, it plays nicely with a pancake stack drenched in maple syrup.

When you open a bag of medium roast coffee you’ll be greeted by rich brown beans with little to no natural oils present. Joffrey’s single-origin Colombia coffee is a fan favorite, but also loved amongst our staff. In fact, our Roastmasters refer to it as a “Christmas sparkle” in a cup! The beans for this brew are grown in the Andes Mountains in a high elevation, giving it a robust personality and an even better taste.

See for yourself! Click here to buy Joffrey’s Colombia coffee online.

TRUE OR FALSE: Dark roasts, like Joffrey’s Viennese coffee, have more caffeine.

False. All coffee starts as green coffee – meaning all caffeine levels are created equal. Dark roasts coffees are roasted longer and at a higher temperature, which is what gives them their deep brown color. By increasing the roasting time of the beans, our Roastmasters can tone down the acidity and highlight the body of the coffee to bring out the best nuances.

Dark roasts like Joffrey’s Viennese coffee have visible oils on the beans and bold, caramelized flavor. You’ll find that this popular coffee pairs best with decadent dark chocolate or savory meals. Here’s a pro tip from our Roastmaster: this coffee can be brewed as an espresso.

Click here to buy Joffrey’s Viennese coffee online.


TRUE OR FALSE: Coffee blends, like Joffrey’s Roastmaster’s Reserve, are packed with a variety of natural flavors.

True. Coffee blends are a mixture of one to four different types of coffee deeming them the most adventurous in the roast family! Each coffee in a blend is thoughtfully selected to serve a specific flavor purpose. Our Roastmasters use a variety of coffees to achieve the perfect amount of body, aroma, acidity and fruit notes in your favorite blends. Magical, right?

Speaking of our Roastmasters conjuring up delicious concoctions like wizards, Joffrey’s Roastmaster’s Reserve is an enchanting coffee we can’t get enough of. This blend is made from two hand-selected coffees grown in Africa and the islands of Indonesia. It’s roasted on the dark side with a hint of smoke, but promises to tap into your sweet side with warm swirls of caramel. If you’ve never tried this velvety brew, we strongly recommend you do.

Click here to buy Joffrey’s Roastmaster’s Reserve online.

Now that you understand the difference between roasts, it’s time to expand your coffee drinking horizons! Don’t miss out on the opportunity to try a new coffee. Stock up on medium, dark and blended roasts at