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Are You Afraid Of The Dark?

Are You Afraid Of The Dark?

Well don’t be! You tell your children not to be afraid of the dark so it’s time you started believing it too.

I’m talking about coffee of course. And the reason I am bringing it up is because we are just about to launch the new blend of estate coffees that I had talked about in a previous post. The blend includes some darkly roasted estate coffee, which for some people is a 'no-no.'  Some people, especially Roasters think that dark roasts are some how bad: they taste 'burnt' or 'charred.' In Roaster terminology 'burnt' is the worst thing you can say about a roast. It means the Roaster either fell to sleep and was awakened by a fire or got caught up in a conversation with a delivery man and never should have left the roast in the first place. Either way he is fired (pun intended.) 

Some Roasters get defensive when Starbucks moves in to their territory and begin claiming that their coffee was 'burnt.' It wasn’t burnt. It was roasted darker than the typical consumer was accustomed. The Roaster would say things like “We never over roast our coffee,” “Our coffee is never burnt,” “We only bring our beans to their flavour potential and never let it get bitter or burnt.” I understand why things like this are said; it's their way of protecting their coffee turf. But it's wrong.

Some foods just taste better when they are allowed to cook at higher temperatures. Like blackened chicken (at which I am a pro at making,) or blackened catfish. My grandparents and aunts would go miles out of their way to a Scottish bakery to get bread whose crust was blackened. They loved it and so did I. Crème Brule is actually finished with a blowtorch or broiler to caramelize the sugar and create a dessert that is out of this world. None of these things are actually burnt, just dark. The same thing goes for coffee; some beans just lend themselves to a darker roast. I can personally say that I have had coffees that taste downright average as light roast but become sensational in a dark roast. I can also say with confidence that some coffees just can’t take a dark roast; they become utterly destroyed by too high a heat.

The point is there is room in the world for dark roasts and the people who love them. Believe me when I tell you that a LOT of JavaMoose customers love our dark roasts. We roast dark only when the beans and their flavour benefit. Similarly we only blend dark roasts with lighter roasts for the very same reason. To learn how to score your share of this “Once in a lifetime, Limited Edition, JavaMoose Exclusive Blend” (sounds profound and that is why I am naming it 'Profound Blend') read my next post!

At the end of the day remember the advice a friend gave me when I was trying to learn about fine red wine: “The important thing in understanding an exceptional wine Randy, is to know what you like.” I’ve taken that advice when it comes to all things food and beverage and I have learned it never leads me astray. Perhaps that is why I have never acquired a taste for mushrooms. I hate them! As far as I’m concerned, they should all be burnt.

24 Comments | Author:  Randy Pedersen

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