Why Join?
Along with amazing, freshly roasted coffees delivered monthly, you’ll:- Experience new flavors and roasts
- Enhance your coffee knowledge with the help of our online Coffee Concierge
- Take advantage of our world-class
customer service - Receive The Fresh Market Coffee Club news and special offers via email
- Always receive free shipping
The Fresh Market Guarantee
This is a Coffee Club, it’s supposed to be fun and delicious. So if your order or gift is not 100% perfect, let us know. We’ll make it right.
With each of your Coffee Club shipments, you’ll receive additional notes and details about the coffees that are delivered to your doorstep each month.
When tasting and describing coffees, we consider four qualities: Flavor, Body, Acidity, and Aroma. Here’s a bit more explanation:
Flavor
Flavor is the inherent sensory impression of the coffee. The flavor intensity of coffee varies from country to country and is also influenced by roast.
A few terms to describe Flavor are: Mild, Medium, Strong, Light, Dark
Body
How a coffee feels in the mouth. Not to be confused with strength, which has to do with the ratio of coffee to water in the brewing cycle.
Think of it like milk; skim milk, which has a light, watery feeling in your mouth is like a light bodied coffee; half-and-half, which has a heavy, tongue-coating feeling in your mouth, is like a heavy bodied coffee.
A few terms used to describe Body are: Creamy, Heavy, Smooth, Rich
Acidity
Acidity is the “sharp” or “lively” feeling experienced in the finish, or aftertaste.
If a coffee has a dry, tart, lingering taste, then it is higher in acidity than a coffee that has a clean finish. Acidity does not refer to a pH factor or to unwanted bitterness.
A few terms used to describe Acidity are: Bright, Crisp, Dry, Snappy
Aroma
Aroma is best described as the combination of fragrances experienced before and during the drinking of a cup of coffee. Aroma grabs your taste buds even before you take a sip. It can be light and floral, or heavy and earthy.
A few terms used to describe Aroma: Chocolaty, Fruity, Nutty, Spicy
Regional Tastes
Great coffee requires a commitment to great beans. The distinctive elevation and climate of each of the four coffee growing regions of the world combine to create unique taste characteristics. We carefully select our single-origin coffees to bring you the great beans that truly embody these taste characteristics.
South American coffees typically have a mild, sweet flavor with a clean finish.
Central American coffees are crisp and light with a smooth, intense aroma.
Asian coffees classically present strong, deep flavor and rich body.
African coffees are complex and intense with a sweet aroma.
The varying altitudes of the farms, the humidity and rainfall in the growing region all influence the taste of the coffee in your cup. The majority of the world’s coffee supply is grown near the equator in places like Central America, South America, Hawaii, Jamaica, Indonesia, and East Africa. The altitude and climate of these locations is conducive to the farming of truly great Arabica coffee. We know you’ll find the taste that is right for you!
Roasting Levels
In addition to the four attributes, roast levels are used to communicate flavor. As the raw green coffee beans absorb heat during roasting, the color shifts from green to yellow and then to varying shades of brown. During the later stages of roasting, oils appear on the surface of the bean, making it shiny. The roast will continue to darken until it is removed from he heat source. At lighter roasts, the bean will exhibit more of its "origin flavor" and at darker roasts the smokey, complex flavors roasting itself creates are more dominant.
When combined in your cup, the four tasting attributes along with the carefully chosen roast level work together to create your taste experience.
