My daughter bought this coffee and gave it to me. She liked the idea that it was organic & free trade and so did I. This coffee is really good. I ran out so I bought a similar brand fair trade, Colombian and organic from a local store and could really tell the difference. The other coffee was bitter, no matter how I much I used, whereas with this coffee even when I make it stronger it is very smooth and tastes great the only problem I have is that I drink more of it than I should. I have ordered it again and set it up on Subscribe & Save, may as well save where I can.
The idea of a K-Cup is definitely going to turn off a coffee snob. They like to have total control over the coffee—from the roasting to the grinding to the brewing to the preparing (God forbid you add milk!). They may consider using their own beans in a reusable K-Cup, but the fact that they can't control the brewing temperature and duration of the Keurig machine means they will look at the K-Cups the way they would a cup of convenience store coffee.
In a nutshell, organic coffee is made from beans that are grown in uncontaminated soil without the use of synthetic fertilizers or pesticides. Standards may differ from country to country but the difference is usually on how much of the final product came from organic sources. In the U.S.A. for example, the FDA requires 95% of the coffee to come from organic sources to be classified as “Organic Coffee” regardless of where it came from.
Over the course of the year, we reviewed fewer than a dozen darker roasts. Most were medium-dark at best; some barely that. The majority of darker roasts we reviewed were sent by roasters in Taiwan and most were espressos, reflecting both the time-honored espresso practice of emphasizing chocolate and sweetness through moderate dark roasting, as well as, perhaps, a preference in Taiwan for more traditional styles of espresso as opposed to the lighter-roasted, brighter style of espresso now popular with the leading edge of North American roasters.

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