Roast depth is a moving target for most coffee brands. It can depend upon the individual lot being roasted, ambient conditions (hot or cold) and the target brew application.

Our roast depth always targets medium (except for filter roast products that are roasted lighter).

Our medium-level roast is a combination of many factors, such as the balance of flavour, sweetness and acidity.

Roasting too far in one direction tends to pull or detract from other attributes.

Roast color is an outdated metric which no longer applies to quality coffees.

The external color of a roasted coffee bean bares little resemblance to how that coffee was actually roasted.

In the past, coffee was segmented as light, medium or dark. But those motifs did not sufficiently encompass the number of variations possible.

The external shade of a roasted coffee is more influenced by the brix (sugars) of the bean, e.g. higher brix levels may present or display darker shades of brown when roasted.

The processing method also plays a role in determining the final colour. Washed coffees are darker in shade, as are Decaf coffees, while naturals display a lighter and mottled appearance.

The roast profile also impacts the finished colour. A lighter-colored coffee may have been roasted poorly, having baked or stalled with darker internal colours.

Similarly, a lighter external color might hide the darker internals from scorching or rapid roasting using an invalid profile.

Dark does not mean stronger. In fact, dark is weaker as acid and caffeine levels decline.

Acidity is perhaps one of the most complex and mis-understood attributes of roasted coffee.

Acidity is a fundamental requirement for flavor, in fact acidity is the pathway of flavor compounds.

Customers often ask for low—or zero-acid coffees. However, those coffees with very low acidity typically display dull, mediocre, and boring cup elements.

Australian coffee drinkers are predominantly milk or dairy alternative drinkers. In fact 93% of coffee drinkers add something else to the coffee besides sugar.

Acids are mostly grouped as citric or malic. When coffee is roasted well, the acidity should result in delicious sweetness.

However, the extraction or brew process can also affect the taste.