4 Lies Big Coffee Has Told You… And What To Do About It

WRONG. Many “big coffee” brands are selling you under ripe coffee.

It’s easy to assume that coffee comes from beans, given their appearance and name. However, what we call "coffee beans" are actually the seeds of a fruit known  as the coffee cherry. Like any fruit, coffee cherries taste best when they are perfectly ripe. Unfortunately, many large coffee brands mass-harvest these cherries, resulting in a mix of ripe and unripe fruits. This practice leads to inconsistent quality, which is often masked by over-roasting the coffee. The "bold" or "full-bodied" labels you see are sometimes just a cover for the poor quality of the beans used.  

It gets restocked every day, so it must be fresh, right? Wrong.

Most grocery store coffee has a "best by" date rather than a "roasted on" date. This means the coffee could have been sitting on the shelf for months, losing its flavor and aroma over time. Freshness is crucial for the best coffee experience because it preserves the unique characteristics and vibrant flavors of the coffee. Without a clear indication of when the coffee was roasted, you might be drinking stale, bland coffee without even realizing it.

With coffee, size DOES matter - grind size, that is!

The grind size of your coffee is more important than you might think. Different brewing methods require different grind sizes, from coarse to fine. The extraction rate, which significantly impacts the flavor, is directly influenced by the grind size. This means if your coffee is ground too coarsely or too finely for your brewing method, it can result in either under-extracted or over-extracted coffee, leading to a subpar flavor. Many coffee drinkers use pre-ground coffee that isn’t tailored to their brewing method, which can drastically affect the taste and overall enjoyment of their coffee.

Our grandpas liked their coffee black as tar because they thought it was stronger. (They were wrong, but we don’t have to tell them that.)

The strength of coffee is actually determined by the ratio of coffee to water, not the roast profile! Darker roasts have a different flavor profile, often with more robust, smoky notes, but they do not necessarily make the coffee stronger. Understanding this can help you brew your coffee to your preferred strength without ever compromising on taste. The key is to adjust the amount of coffee you use in relation to water to control the strength of your brew.

For years, "Big Coffee" has kept you in the dark. They’ve convinced you that stale, over-roasted beans and one-size-fits-all blends are as good as it gets. But the truth is, those grocery store brands just can’t deliver the rich, full-bodied coffee experience you deserve. Inconsistent quality, old beans that have been sitting on shelves for months, and improper grinding - these are all tricks of the trade that hold you back from savoring the best cup of coffee.

But here's the good news

A service that brings the world’s best coffee straight to your door, freshly roasted and tailored to your exact preferences.

No more compromising on taste or settling for anything less than perfection.

Atlas Coffee Club is here to set the record straight. They’re all about single-origin, freshly roasted coffee that highlights the true flavors of each region. With Atlas, every morning feels like a first-class coffee tour around the globe, minus the expensive plane ticket.

So, if you’re ready to leave "Big Coffee" in the past and discover what real coffee tastes like, it’s time to make the switch.

First off, the quality is unbeatable. Atlas Coffee Club sources the top 1% of coffee cherries from all around the globe, working directly with farmers and paying above fair-trade prices. This means you get the highest quality coffee while supporting sustainable farming and helping farmers improve their crops and communities.

Freshness? They’ve got it covered. Unlike grocery store coffee that can sit on shelves forever, Atlas Coffee Club roasts your coffee only after you place your order. You get coffee at its peak flavor, bursting with vibrant aromas and unique taste profiles.

Customization is a breeze. Whether you need coarse grind for your French press or fine grind for your espresso machine, Atlas Coffee Club has you covered. Tailor the grind size to your brewing method, ensuring every cup you brew is spot-on perfect.

Love variety? Atlas Coffee Club offers a range of roast levels, from light to dark. Whether you’re into the bright, fruity notes of a light roast or the rich, smoky flavors of a dark roast, there’s something for everyone.

Plus, every month, Atlas Coffee Club takes you on a flavor adventure, introducing you to new coffee from different regions. Along with your coffee, you get tasting notes and the coffee’s history, making your mornings a journey of taste and culture.

When it comes to quality coffee, Atlas Coffee Club isn’t just about flavor and freshness - it’s also an incredible value! With our 2-bag subscription, you get 24 oz of premium, single-origin coffee for just $32. That’s around 60 cups of coffee, coming out to only $0.53 per cup!

But the value doesn’t stop there. Along with the highest quality beans, freshly roasted to order, you get so much more:

For just $32, you’re not just getting coffee - you’re getting a whole coffee experience. It’s an unbeatable deal that brings the world’s best coffee right to your door, cup after cup.

With a subscription to Atlas Coffee Club, you’re getting…

• Top-Notch Quality: Sourcing the top 1% of coffee cherries directly from farmers ensures you get the best beans available, supporting sustainable farming practices.

• Unmatched Freshness: Your coffee is roasted only after you place your order, so it arrives at your door bursting with fresh, vibrant flavors.

• Flavor Variety: Explore a range of roast levels from light to dark, letting you enjoy everything from bright, fruity notes to rich, smoky flavors.

• Perfect Customization: Choose your grind size to match your brewing method, ensuring every cup is brewed to perfection.

• Global Adventure: Discover new coffee from a different region, complete with tasting notes and the coffee’s history, making your mornings exciting and educational.

• Sustainability and Ethics: Atlas Coffee Club pays above fair-trade prices, supporting farmers and helping them improve their crops and communities.

• Ease of Mind: You get the coffee you love or your money back, guaranteed!

…and ALL on a monthly basis!