Why I’m giving up “Big Coffee” in 2024

Look, I can’t live without coffee. If I’m not two cups deep by 9 am then, well, it’s going to be a rough day.

So, I get how important it is for your morning coffee to be an easy routine. Go to the store. Grab the red tin or green bag. Two scoops in the machine. Drink. Wince. Add sugar and milk. Peloton class (hopefully). Two scoops in the machine. Drink. Wince. Add sugar and milk. Repeat.

The Truth About Big Coffee

Well, guess what? The dirty secret is that big coffee producers are capitalizing on that routine - and it’s significantly worse for you, farmers, and even the environment.

You see, coffee comes from the fruit of a coffee tree. And like all crops, there is a perfect moment in time to harvest that coffee fruit - a moment in time that makes that coffee taste INCREDIBLE.

Unfortunately big coffee companies are mostly focused on extracting higher profit margins from your coffee routine. So they use what’s called “machine harvesting” to pick their coffee. Basically, fields of coffee trees are harvested all at once by these behemoth gas guzzling machines.

The result? Most of the coffee that gets picked isn’t ripe, which is one reason your cup of coffee ends up tasting SO BAD. And, in other industries that machine harvest (ex. wine) it’s well known that materials other than the harvest crop can fall into collection bins - including leaves, bugs, and even dead birds.

Even worse? Machine harvesting takes jobs away from farmers across the world and can also be really bad for the environment.

After harvest, and in an effort to mask all of the shortcuts taken, most coffee chains over-roast their beans. Over-roasting burns out all of the real flavors and leaves it tasting like charcoal, bitter and burnt.

Big coffee companies will try to spin this in marketing as BOLD or FULL-BODIED, but in reality it’s just really really burnt and they’re banking on you not being able to tell the difference.

So, yeah, the entire big coffee picture is pretty bleak.. but, there IS good news. There actually is a way to make your coffee routine 10x better AND even more convenient than it is today.

That’s where Atlas Coffee Club comes in.

Taste the World of Real Coffee

Atlas is a club that sends you freshly-roasted coffee from the top 1% of farms from across the world. Jamaica, Mexico, Indonesia - Atlas works with farmers who actually hand pick their coffee.

The result? Coffee that tastes like blueberries, honey, milk chocolate, and more - it’s INCREDIBLE!

Ready to elevate your coffee game? Try Atlas Coffee Club today and experience the difference for yourself. As a special offer, get your first bag free and embark on a journey of coffee exploration like never before.

Don't settle for mediocre coffee any longer. Choose Atlas Coffee Club and savor every cup.

For a limited time - Get Your First Bag Free

Why I’m giving up “Big Coffee” in 2024

Look, I drink coffee every single day, but it wasn’t until recently that I started looking at what REALLY goes into it. Once I did, it was hard to go back to grocery store coffee…

Those big-brand coffees I was used to buying? It turns out they take a bunch of shortcuts in production, just to make more in profit. In return, coffee drinkers, farmers AND the planet lose.

The Truth About Big Coffee

Big coffee companies often resort to "Machine Harvesting," a technique that strips coffee from the plant all at once. Not only is this harmful to farmers and the environment, but it also results in unripe coffee beans making their way into your cup. Say goodbye to the true essence of coffee flavor.

To compensate for these shortcuts, big coffee brands resort to over-roasting the beans. This process burns out the authentic flavors of coffee, leaving you with a bitter, burnt taste.

Ever wondered why your store-bought coffee lacks the vibrant taste you might find at your local coffee shop? It's likely because it's been sitting on the shelf for months or even a year. As coffee ages, it loses its freshness and develops a bland, uninspiring flavor profile.

But fear not, there's a better option: Atlas Coffee Club.

Taste the World of Real Coffee

Atlas Coffee Club goes above and beyond to bring you an unparalleled coffee experience. They work directly with farmers worldwide to source the top 1% of coffee beans. Many of these farms are small, family-owned operations, ensuring that your purchase supports sustainable farming practices and local communities.

Once the coffee beans arrive at Atlas, everything is meticulously handled in-house, with no shortcuts taken. The same passionate individuals who discover these exceptional farms are the ones roasting, bagging, and shipping the coffee directly to your doorstep.

The result? Incredible quality and freshness in every cup. Unlike big brands, Atlas roasts the coffee beans after you place your order, guaranteeing that you receive the freshest coffee possible. Say hello to a rich, flavorful coffee experience that will awaken your senses with
every sip.

Ready to elevate your coffee game? Try Atlas Coffee Club today and experience the difference for yourself. As a special offer, get your first bag free and embark on a journey of coffee exploration like never before.

Don't settle for mediocre coffee any longer. Choose Atlas Coffee Club and savor every cup.

As Seen On

Look, I drink coffee every single day, but it wasn’t until recently that I started looking at what REALLY goes into it. Once I did, it was hard to go back to grocery store coffee…

Those big-brand coffees I was used to buying? It turns out they take a bunch of shortcuts in production, just to make more in profit. In return, coffee drinkers, farmers AND the planet lose.

The Truth About Big Coffee

Big coffee companies often resort to "Machine Harvesting," a technique that strips coffee from the plant all at once. Not only is this harmful to farmers and the environment, but it also results in unripe coffee beans making their way into your cup. Say goodbye to the true essence of coffee flavor.

To compensate for these shortcuts, big coffee brands resort to over-roasting the beans. This process burns out the authentic flavors of coffee, leaving you with a bitter, burnt taste.

Ever wondered why your store-bought coffee lacks the vibrant taste you might find at your local coffee shop? It's likely because it's been sitting on the shelf for months or even a year. As coffee ages, it loses its freshness and develops a bland, uninspiring flavor profile.

But fear not, there's a better option: Atlas Coffee Club.

Taste the World of Real Coffee

Atlas Coffee Club goes above and beyond to bring you an unparalleled coffee experience. They work directly with farmers worldwide to source the top 1% of coffee beans. Many of these farms are small, family-owned operations, ensuring that your purchase supports sustainable farming practices and local communities.

Once the coffee beans arrive at Atlas, everything is meticulously handled in-house, with no shortcuts taken. The same passionate individuals who discover these exceptional farms are the ones roasting, bagging, and shipping the coffee directly to your doorstep.

The result? Incredible quality and freshness in every cup. Unlike big brands, Atlas roasts the coffee beans after you place your order, guaranteeing that you receive the freshest coffee possible. Say hello to a rich, flavorful coffee experience that will awaken your senses with every sip.

As Seen On