Coffee Buyer's Guide

    Although coffee is one of the most heavily consumed drinks on earth (second only to water and tea), many people know little about what factors can make the difference between an amazing cup of coffee and a mediocre one.  This guide will help clear up the basics of choosing and buying coffee.

Introduction

    What is the difference between coffee bought on the internet, and coffee purchased at the corner grocery store?

    There are many differences between the two types of coffee.  Generally the coffee bought at the grocery store is of inferior quality, whereas the coffee bought online is usually of a higher quality.  The most significant distinguishing factor, however, is the freshness.

Freshness

    Coffee degrades quickly after it has been roasted.  The optimal time to drink coffee is 2-5 days after roasting, but if coffee is stored correctly, it can retain its flavor for nearly two weeks.  After three weeks, the coffee flavor has seeped from the bean.  Therefore, any coffee bought on a shelf will likely have inferior flavor, since it has probably been sitting there for two or more weeks already.

Unroasted

    Unroasted coffee will stay fresh for months, which makes green (unroasted) beans a more attractive choice for those who are very serious about the coffee they drink.  Since you could roast coffee in a number of ways (including a popcorn maker), many people have switched to buying green coffee beans.  The problem with roasting at home is the inability to achieve an even roast, without burning the beans.  This is where the JACKSON COFFEE CO. can help you.

The problem with specialty store-bought coffees

    Coffee regulations in the united states only require manufacturers to specify that they are selling 100% coffee.  This means that a manufacturer could make a blend of 10% premium Kona blend coffee, and 90% of an inferior coffee and advertise it as "Premium Kona blend.  100% coffee".  You never know what you are getting when you buy coffee from a supermarket shelf.  The JACKSON COFFEE CO. guarantees the quality of its coffee, and will never use an inferior coffee in any of our blends.

Other buying tips

    1.  Exposure to oxygen will ruin a coffee's taste much quicker when the coffee is ground.  Therefore we recommend that you buy only small quantities of ground coffee, or buy whole bean coffee and grind your own each day prior to brewing.

    2.  Great coffee does not always cost a fortune.  When looking for gourmet coffee, you will come across some blends that can run more than $30 a pound.  This is usually amazing coffee, but you can find many coffees that are half the price or less that have nearly the same quality in taste.  Prices usually reflect shipping and reputation of the coffee, so a famous African coffee will cost more than a less famous Columbian coffee that has the same taste.  Seek out some lesser known blends, and don't be afraid to try new coffees.

    3.  Buy from coffee shops.  Although this may seem like common sense, there are many people that buy from shops online that sell a variety of goods and cannot guarantee freshness.  Look for a "Date Roasted" tag on each bag that you buy.  This can help to ensure freshness.  The JACKSON COFFEE CO. labels each bag with the date it was roasted, in order to make sure our customers get the freshest coffee available.

Brewing tips

1.    Use fresh coffee.  As soon as seven days after roasting, coffee can start to lose its flavor.  Buy your coffee fresh from a roaster who can supply you with the date on which your coffee was roasted.

2.    Use the correct grind for your brewing method.  Finer is not always better.  The brewing cycle of your coffee maker can dictate how fine you should have your coffee ground.  As a general rule, coarser grinds work better in coffee makers that take a long time to brew, as finer grinds work better in coffee makers that are faster.  This is the reason that a five second shot from an espresso machine uses a finer grind.

3.    Use cold fresh water.  If you do not like the taste of your water, you will not like the taste of your coffee.  Remember, coffee is 98% water.

4.    Use enough coffee.  Use two level tablespoons of one level coffee measure for every six fluid ounces of water.  If you find this brew to be too strong, do NOT use less coffee, try using a coarser grind, or a lighter roast.

5.    Keep your coffee maker clean.  Old coffee oils can give a fresh brew a stale flavor.  Clean all non-electric coffee makers by soaking in warm water and baking soda.  DO NOT USE SOAP.  Wipe clean and rinse thoroughly.  Clean electric coffee makers regularly and according to instructions provided by the manufacturer.

6.    Brew at the correct temperature (195 to 205 degrees Fahrenheit).  If you are boiling your own water, bring it to a slight boil, then let it stand for a minute prior to serving.  If you are using an electric coffee maker, make sure your model has at least 1200 watts that can heat the water to the correct temperature.  (six minutes for a ten-cup pot).  Never boil coffee!

7.    Serve at once.  Coffee deteriorates rapidly on the hot plate of a coffee maker.  It is best to store your coffee in a thermal caraffe that you have preheated with warm or hot water.  DO NOT REHEAT COFFEE!  This will destroy the flavor and aromatics.  Save leftover brew in a jar in the refrigerator for iced coffee.  Wait the full brewing time before taking a cup of coffee.  This will give you one strong cup of coffee and ruin the flavor of the rest.