Somewhere along the way, “dark roast” became shorthand for strong and “light roast” for weak. Both are wrong, and the misunderstanding costs people cups they would have loved.
What the drum actually does
Roasting is a negotiation between the bean’s own sugars and acids and the heat applied to them. Stop early and the origin dominates: florals, fruit, bright acidity. Push further and the roast itself takes over: cocoa, toast, smoke.
Strength is a ratio, not a colour
Caffeine barely changes across roast levels. What people call strength is almost always the coffee-to-water ratio. If a cup tastes thin, add coffee before you change beans.
Where we sit
We roast mostly light to medium because our sourcing is built around single farms worth hearing from. We roast dark deliberately — never by default — when a bean rewards it.
