“What makes a quality coffee,” you might ask. There is no short answer, and the truth is, it starts with the seed and ends in the cup — we like to say “from Crop to Cup.”

Arabica coffee (exclusively used by The Fresh Market and other fine purveyors of Specialty Coffee) is grown at elevations from 3,000 to 6,500 feet above sea level in rich volcanic soil. The altitude affords the coffee abundant sunshine, appropriate cloud cover, moderate rainfall and warm temperatures. Coffee grown at these higher altitudes generally has a slower growing season, which gives the beans more time to develop positive flavor characteristics intrinsic to specialty coffee.

The next step in developing a quality coffee is the harvesting and processing method. Arabica coffees are always handpicked. In certain situations, harvesters return to the bush four times, picking only the ripe coffee cherries (the fruit in which the coffee bean grows).

Two types of processing mills exist to extract the beans from coffee cherries. The Wet Method, used in most Latin America countries (excluding Brazil) uses large quantities of fresh water. The result is a coffee that comprises higher acidity and cleaner, more consistent flavors. In the Dry Method, coffee cherries are spread out in the sun. Once the fruit has dried, a hulking machine strips away the skin and pulp. Dry processed coffees feature increased body and reduced acidity. Once coffees are processed, they are hand-sorted to remove defects and then graded by size. One processing method is not better than the other; rather, they each contribute to the subtle variations for which specialty coffees are known.

How do you brew the perfect cup of coffee? Always start with the right amount of coffee. We suggest two tablespoons of coffee for every six ounces of water, but we encourage you to adjust according to your taste. You should also use the correct grind — too fine a grind and the coffee is over-extracted or too strong; too course of a grind, and the coffee turns out too watery. When brewing, you should always use cold, clean water (filtered when possible). But key factor is to start with freshly roasted coffee beans.

At The Fresh Market, we search the world over for the perfect cup of coffee. Be sure to ask our coffee specialists for tips on making the best cup! You can be assured that we are committed to freshness and will make sure you have the perfect coffee — from crop to cup.