Roasting coffee beans is a craft; with a balance between “Roast Character” and “Origin Character” Meaning you might like the flavor of a darker roast but, the longer or darker you roast the coffee, the more some of the over 700 compounds that create flavor are lost or changed.
The higher and longer the heat, the more changes occur and some flavors are traded for others. Sometimes we want this for say a “toasty caramel” flavor, but eventually, the beans “Origin” flavor is lost.
Roasting should bring out the natural flavor of the beans. This is especially important in high quality beans, grown on small lots, where flavors are unique to that crop. This is neglected in large manufacturing operations where beans from many farms are mixed. The unique "Origin" flavor of each crop is sacrificed for volume. Another example in a French roast, the higher and longer levels of heat cause the some flavors such as the chocolates and sugars to burn. The coffee flavors become ashy and bitter. The results is that French roast beans pretty much all taste the same - the natural “origin” flavor is lost. This is why our darkest roast is a Vienna roast and not a French roast.
CITY ROAST – light Roast
This is the earliest stage the roast can be stopped and have drinkable coffee. The bean is light in color and some flavors maybe under developed – Only a few beans are good at this level. Some Central American and Island coffees
CITY+ ROAST – Medium Roast
Here we strive for a balance of the roast flavors and the origin flavors. Certain origin flavors such as floral or fruity flavor can best be tasted at this level. Many Kenyan or Ethiopian coffees have these flavors.
FULL CITY ROAST - Medium Roast
This bean is much darker as it approaches the second crack of the roast. Some flavors such as chocolates, caramels, and sugars are enhanced by the deeper roast flavors.
FULL CITY+ ROAST – Darker Medium Roast
This bean has been brought along further into the roast to enhance the roast flavor but not overpower the origin flavors. This is usually done to make a bean used for expresso. Check out the Indonesian and Brazilian coffees.
VIENNA ROAST – Dark Roast
Some customers like a little toasty or caramelized flavors. This bean has been brought AS FAR AS WE DARE TO ACHIEVE A DARKER ROAST - but to not totally eclipse the origin flavors. At this point only a little of the flavors and some sugars are burned. This is great for espresso or a bold cup of coffee.