Coffee today is almost always over-roasted to hide freshness and poor quality under a smoky, sometimes burnt taste. That's sad because, when different regional coffees are roasted too dark it becomes very hard indeed to taste the subtle difference between them. As such, we only ever roast our 100% Pure regional Arabica coffees to a true medium roast (also known as an American Roast). Click any of the coffee icons to get options such as bag size.