Why Fresh Coffee Matters More Than You Think

From the book: From Just Fine to Fantastic by Liz Roquet

We don’t always think twice about grabbing a bag of coffee at the store. It smells okay. The expiration date is months away. But here’s the thing - coffee wasn’t made to sit on a shelf for ages.

Just like produce or baked goods, coffee is best when it’s fresh. Once roasted, it starts losing flavor and aroma. It won’t go “bad” in the food safety sense, but the taste? It changes more than most people realize.

What Happens as Coffee Ages

Here’s a quick breakdown of how your coffee evolves after roasting:

• Days 1–3: The coffee is “resting” — releasing carbon dioxide and settling in.

• Days 4–14: This is the sweet spot. Balanced, flavorful, and aromatic.

• Weeks 3–5: Complexity fades. The flavor becomes flat or dull.

• After 5 weeks: Oils can start to go rancid, and the coffee may taste harsh or stale. Still drinkable, but not what it once was.

Unfortunately, a lot of folks have only ever tasted old coffee. So they assume that flat, bitter taste is just how coffee is supposed to be. But fresh-roasted coffee? That’s a whole different world — smoother, sweeter, and often surprisingly complex.

Why Roast-to-Order Makes a Difference

Some companies roast in massive batches, then ship it weeks (or months) later. Others rotate stock weekly. But if flavor really matters to you, roast-to-order is ideal.

At Lizzy’s, we roast your coffee after you place your order. That means you’re getting beans at their peak — just in time to enjoy the full expression of their flavor.

The Roast Date > The Expiration Date

Here’s a little secret: the “best by” date doesn’t tell you the whole story.

What really matters is the roast date. It tells you when your coffee was actually roasted, and gives you the power to time your brews right — when the flavor is at its best.

If a roaster lists the roast date clearly, that’s a great sign. It means they care about transparency, and more importantly, they care about freshness.