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COFFEE CULTIVATION
Coffee is fruit. Coffee beans are the pits of coffee cherries,
which grow on coffee trees. The trees, actually evergreen shrubs,
grow in about 80 tropical and sub-tropical countries located between
the Tropics of Capricorn and Cancer.
Two main species are cultivated for consumption: coffea arabica
and coffea robusta. Only arabica coffees produce qualities consistent
with our goals. Robusta coffee is harsh and without delicacy and
is used extensively by national canned coffee companies and others.
Arabica coffee often possesses complexity, refinement and nuance.
However, all arabica coffees are not created alike. Generally
speaking there is one main harvest in each producing nation each
year. At that time the greatest choice is available to us
in selecting the best raw green coffee to roast for our customers.
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Coffee cherries ready for harvesting
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COFFEE SELECTION PROCESS
The thoroughness Willoughby's brings to the coffee selection process
is unique. After the harvest of each coffee origin, we collect samples
of green (unroasted) coffee from our sources. it is our task (actually
our great pleasure) to extensively taste, or "cup", the
numerous samples offered.We are only interested in the highest grades,
and advise our sources to send us only the best they have. Numerous
samples are gathered, sometimes resulting in so many they cannot
be "cupped" in one or two sittings.
When all the samples have arrived, each is roasted and de-identified
so we can proceed with blind tastings. We do not want to be biased
by a coffee's name, reputation, cost or marketing. We are only interested
in one thing: which coffee tastes best. This is what we want for
our customers. Upon conclusion, the samples' identities are revealed,
and we will now go to market to acquire the best of the best. We
know of no other coffee roasting company that goes to such great
lengths to secure its coffee.
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Green (unroasted) coffee remains in a dormant
state over the course of a year. It rests and awaits
roasting to unlock the potential within.
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Green (unroasted) coffee
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Coffee taken to a Full City Roast is deep
brown, fully developed. Oil has not yet extruded
from within, nor has it caramelized. Coffee roasted
to this level possesses sweetness, complexity, nuance.
Everything that was inherent in the green coffee is available
to your palate and each coffee's individuality is there for
you. We feel this is the optimum roast.
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Full City Roast
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Roast coffees longer and the result is a
French (Dark) Roast. Beans are brownish/black, and
appear somewhat oily. This oiliness will increase
within several days of roasting. The dark color is
due to the caramelization of sugars within in the bean's cell
structure. The taste is now bittersweet and the roast's
style may somewhat overpower the bean's individuality.
More pronounced flavor, less nuance.
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French Roast (aka Dark Roast)
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