Why Fresh Coffee Matters (and When to Brew It)

Why Freshly Roasted Coffee Matters (and Why You Shouldn’t Brew It Too Soon)

When it comes to coffee, freshness is everything. A bag of beans roasted last week will always outshine one that’s been sitting on a supermarket shelf for months. But here’s the twist: coffee that’s too fresh isn’t actually ideal either.

At Freda, we love talking about the sweet spot of coffee freshness — that magical window when your beans have settled just enough to unlock their full flavour. Let’s break down why that matters, and what’s really happening inside your beans.

What Happens When Coffee Is Roasted

Roasting is where the magic happens. As green coffee beans hit the roaster, heat triggers a series of chemical reactions that create the aromas and flavours we love — chocolate, citrus, florals, spices.

But roasting also traps carbon dioxide (CO₂) inside the beans. This gas needs time to escape in a process called degassing.

The Degassing Process Explained

Freshly roasted beans release CO₂ gradually over days and weeks. While this is completely natural, too much gas in the bean can interfere with how the coffee brews:

  • Water struggles to extract evenly.

  • Flavours can taste sharp, sour, or flat.

  • Espresso in particular may produce a gassy crema with little depth.

Giving your coffee time to degas means those delicate flavour compounds can shine.

How Long Should You Wait?

Every coffee is different, but as a rule of thumb:

  • Filter coffee: Tastes best around 3–7 days after roasting.

  • Espresso: Benefits from a longer rest, around 7–14 days post-roast.

These aren’t hard rules, just a guide to help you find that sweet spot. Some coffees will open up beautifully at day three, others peak closer to two weeks.

Why Freshness Still Matters

If too fresh isn’t ideal, why care about freshness at all? The difference comes when coffee is too old.

Over time, beans lose their aromatics, oils oxidise, and flavours flatten. That’s why supermarket coffee — often roasted months before reaching the shelf — can taste dull compared to small-batch roasts with clear roast dates.

Buying freshly roasted coffee ensures you’re brewing beans within their peak window, where every cup sings with flavour.

Storing Your Coffee the Right Way

Freshness doesn’t stop at the roast date — how you store your coffee matters, too:

  • Keep beans in an airtight container.

  • Store in a cool, dark cupboard (avoid sunlight and heat).

  • Skip the fridge/freezer unless you absolutely need long-term storage.

  • Buy smaller amounts more often for the best-tasting cups.

The Freda Approach

At Freda, we roast in small batches every week so your coffee always lands at your door within days of roasting — ready to rest, and ready to shine.

Our subscription service makes it simple to enjoy coffee in its best window: never too old, never too fresh, always just right.

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