Why We Roast
Say you really just love doughnuts. And your whole life you thought the best doughnut in the whole world was a plain glazed doughnut. You'd never had another kind of doughnut, but you couldn't imagine anything better than your glazed doughnut. Sometimes you even stick it in the microwave to warm it up and you imagine it is right out of the bakery. Then one day you actually visit the bakery and you see that there are chocolate glazed doughnuts and you taste one that actually is freshly cooked. Now you can't imagine why you ever thought that a plain, five day old glazed doughnut was the best thing you'd ever tasted.
Well, ladies and gentlemen, that's how we feel about coffee. Sure, you think you're getting delicious coffee from the grocery store rack that was probably roasted 10 states away about 2 months ago. Then you try fresh roasted coffee at its peak freshness. Just like the fresh chocolate doughnut, there is no going back.
So that is why we roast at Grassroots; we want to bring you the freshest, most delicious product possible. No five-day old doughnuts here.
If you are curious, and have never tried fresh roasted coffee before, drop by the store today. We'd be happy to give you a taste!
Neal Ford, Grassroots Master Roaster
Peyton Hodges, Grassroots Assistant Master Roaster