Using freshly roasted coffee in your coffee shop

Wednesday, May 4, 2022

Around the world, coffee consumers and café owners alike recognize the importance of serving and drinking freshly roasted coffee. But why is this the case?

Well, once roasted, coffee immediately starts to slowly lose its volatile flavor and aroma compounds. This process speeds up when the coffee is ground or exposed to oxygen and humidity.

As coffee loses its freshness, its flavor changes, often causing it to become flat and less vibrant over time.


However, while proper storage can help you maintain freshness with coffee that has already been roasted, there is no substitute for roasting coffee in-store for ultimate freshness. Read on to learn more about how you can achieve this with Roastelier by Nescafé.



An overview of coffee freshness

Coffee is defined as being “fresh” when it retains as many of its original flavor and aroma characteristics as possible.

Over time, exposure to oxygen, heat, humidity, or light will cause these characteristics to fade and eventually change. To avoid this, coffee should be used when it is as fresh as possible, stored in dry airtight containers, and kept out of direct sunlight.


This is also why master baristas grind fresh for each shot. When coffee is ground, its surface area rises exponentially, meaning that more of it is exposed to adverse factors like oxygen and humidity.

As such, it's good to buy freshly roasted coffee, and use it as soon as you can. It's also good to store it as beans (rather than pre-ground) and grind fresh for each beverage.


This is more important today than ever, as modern coffee consumers are becoming increasingly discerning. The growing demand for higher-quality coffee means more and more people are looking for a more complex flavor profile.

Altogether, these unique taste characteristics are most distinctive when coffee is freshest – which is why freshness is so important.



Using Roastelier by Nescafé for freshly roasted coffee

Freshness is a key part of the value proposition of Roastelier by Nescafé: an in-store roasting solution from Nestlé Professional.


Roastelier by Nescafé provides a countertop roasting solution designed for coffee shops which empowers baristas to master the art of roasting.  

The Roastelier by Nescafé machine allows independent coffee shops and cafés to roast coffee beans fresh each day.


This guarantees the shortest possible time and distance between roaster and consumer, meaning fresh, delicious coffee for each consumer.




Roasting fresh for each customer with Prime Roast beans

To deliver a fresh cup of coffee while delivering consistency, Roastelier by Nescafé roasters use Prime Roast beans.


Prime Roast beans are a range of high-quality 100% arabica coffees sourced from some of the best coffee-growing regions in the world, including Ethiopia, Brazil, and Colombia. 


Prime Roast beans are partially roasted before shipping to customers to guarantee consistency. This allows coffee shop owners to make sure customers keep coming back for a fresh and memorable flavor.


After the coffee is fully roasted in the second step by Roastelier by Nescafé roaster, it can then be used as a component in a signature blend, allowing coffee shop owners to set themselves apart from the competition. 

The unique preparation method of Prime Roast beans reduces the amount of smoke and waste produced by roasting and allows in-house roasting to be consistent and approachable.



The Roastelier by Nescafé solution is an innovative way to roast coffee that prioritizes freshness, simplifies the art of roasting, and allows businesses to prepare, serve, and sell fresh coffee possible to their customers.


By supporting baristas to master the art of roasting, you can design a custom signature blend that is perfect for customers in your region. In addition, by minimizing the distance between the roaster and the consumer with Roastelier by Nescafé’s range of Prime Roast beans, you can guarantee freshness with every single cup you serve.



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Photo credits: Roastelier by Zoegas