I used to live in Corvallis, Oregon, where there's a coffee master who actually invented a coffee roasting system that is now considered tops. His last name is Sivetz (and his first name might be Michael, not sure). Okay, I will get to the point in a second.
The roaster he invented blows hot air up through the coffee beans so that none get scorched on the bottom. He didn't sell any flavored coffees, but his were the best because:
1) the selection of the best green beans (this I took his word for)
2) the roasting method
3) freshness freshness freshness, whole beans stored in glass jars and frozen if not used immediately
4) the method of preparing it, preferably ground just before use so that they would not oxidize (fresh coffee beans are a world better, and I know from experience)
5) preferred preparation method, in a French press, although espresso method is great for darker roasts
They also sold cold-water steeped extracts, which I thought were superior to others' fresh ground, but not as good as Sivetz' fresh beans brewed in a French press coffee maker.
My 2 cents.
Andy
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