Merchants 3 Keys to Great Tasting Coffee

There are three critical keys to making great coffee regardless of what coffee camp you belong to. As with fine wine, the quality of the coffee begins with the quality of the fruit …

#1 – The Bean

The first key to great coffee is the Quality of the Green Bean.

The best cup of coffee starts with the best beans, and the best beans are high-elevation, arabica, Fair Trade and Organic certified coffees. Today, it is difficult for the consumer to easily identify the grade and where their beans are coming from.

#2 – The Roast

The second key to great coffee is the Freshness of the Roast.

For coffee to be considered truly fresh, it must be consumed within 5 to 7 days (at most!) after roasting; within 3 hours of grinding; and within 15 minutes of brewing. Very little coffee today can be considered to be served as truly fresh.

#3 – The Brew

The third key to great coffee is Proper Brewing.

Proper coffee brewing requires water just off the boil; 90°C to 98°C/195°F to 205°F. This temperature is necessary to extract the full range of flavours from freshly roasted and freshly ground coffee. The most important aspect of the brewing process is the brewer’s understanding of, and ability to, apply the proper temperature and extraction time. Most coffee today is poorly extracted due to a general lack of brewing science knowledge coupled with the way brewing equipment is designed, used and cleaned.

Why 3 Keys?

Merchants of Green Coffee is fuelled by educating consumers without bias for the love of coffee, its art, its science, its history, and its rituals. Merchants 3 Keys to Great Coffee encompass all the good that exists in coffee distilled into three simple, albeit critical components, or keys. Anyone that holds and uses these 3 keys in their coffee ritual can be assured they will be drinking the best cups possible. 

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