Have you ever seen the expression on the face of someone who, for the first time, gets a taste of really good flavorful high quality coffee?
You almost always hear the universal, "Wow, ...what kind of coffee is this?"
Then, the unwary consumer goes shopping for that particular type, country, region, or quality and has a disappointing experience trying to find something that can match that same flavor and aroma.
You've most likely observed or experienced this yourself. In fact...
Just the other day, I received a newsletter from a roaster who touted a special exotic African coffee, rated 97 points, which he offered for sale at $20.95 for 12oz, plus about a third more for shipping.
Well... I like to see what people are selling, so I thought I'd like to get a taste of that, ordered a 12oz bag and, after it arrived, promptly brewed a pot with my favorite Bonjour French press... How'd it taste?
Flat!! Completely flat taste...Almost no flavor at all. And, the roast date was from just a week before.
So... What went wrong?