When the coffee beans arrive at our farm, they have a beige-greenish colour and smell a bit of hay. As great as the aroma profile of the beans may be, we only like them when they are roasted! This is because the roasting process brings the aromas to life. A really good roasting master therefore looks for the perfect balance between its natural flavours and the roasting aromas, which belong to the coffee taste we know. In order to do this, he of course needs to know the chemical processes in detail, but without experience and feeling, it wouldn’t work.