Today we’re shipping version 2 of the same coffee we sent last week. Lourdes de Naranjo. An interesting distinction we’ve noted here at HHQ is that it tastes better. The green coffee didn’t change, but the correlation from taste to roast changed our approach to it this week. And that’s what this whole thing is about. We didn’t pretend we would roast perfect coffee from day 1. We promised to taste everything we roasted, and send out what was tasty. And last week’s coffee was tasty indeed. And we cupped and drank it and thought, “What if we change x, y, or z?” So we did, and it changed the dynamic of the coffee for the better.
Bottom line for us is that we’ll never sell anything we aren’t completely proud of. There is no “good enough” for us. And for that reason, we’ll never stop trying to make our roasted coffee better.