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Wholly Horrible Coffee At Whole Foods
I don’t like roasting coffee. I really don’t like it, yet I do it once or twice every week. I was thrilled when the Whole Foods down the street from me started offering fresh roasted coffee (with a roasted on date!). At $10-$13 a pound, it is more then I would like to spend (my favorite locally roasted coffee is around $7 or $8 per half pound, and half a hour away), but I would be willing to pay for the convenience of not having to roast my own. I blindly bought half a pound of some lightly roasted Mexican, and was blown away at how bright it was. There was no depth, no complexity, just that horrible brightness. For those of you who home roast, it tasted like it had been roasted in about 5 minutes, maybe 4. I tried another style, I think a medium roasted African and it had the same exact issue. They roast in-store, and I guess by “they” I mean untrained people who are butchering coffee. Not only are they ruining the coffee, they have to be making the unsuspecting people who buy it swear off fresh roasted.
I remember trying a Dallas coffee roaster who way over roasts his espresso blend (a Brazilian so it gets that wonderful ashy flavor everyone loves….) With a heat gun and a small pot I shouldn’t be able to roast coffee much much better than people with professional equipment (and who’s lively hoods depend on it).
Third wave, I am ready for your spirit to come and take over (in Texas). These false profits are defiling your great work.
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Can you elaborate on the brightness?
I think I can relate to that brightness, some chiapas that I roasted in a popcorn popper one time was very light, and was like sucking on a lemon, only a dirty, harsh, acrid lemon.
I really can’t describe the flavor other than “that taste coffee gets when it is air roasted way to fast”.
Gotcha. Grassy, astringent, and highly acidic is what that says to me. Tell me if I’m wrong.
This has been typical of Mexician coffee of late. You really have to source the right bean. I have held off offering a Mexican for this reason. Last years crops were effected by to much rain. Don’t get me wrong there is Good/Great Mexican coffee but its not that easy to find. There is just to much other great coffee to fret. Like our Panama Don Pepe and the Peru Villa Rica.