While coffee is like wine, in that you can have a lifetime of enjoyment familiarising yourself with different styles from around the world, coffee does not improve with age. You need to start thinking of coffee in the same way as you do fruit, which it is. Fresh is best. Ground coffee begins to stale after 30 minutes. For whole beans that are exposed to air, for example sitting in the hopper of your grinder, you will notice a drop off in the fabulous crema after 10 days. Sure, it will still be miles ahead of 99% of the coffee on the market, but none the less expect to notice the decline around the 10 day mark. This is significant to any espresso enthusiast as it impacts crema production, and as a result many of the subtle exotic elements of the coffee’s unique taste signature begin to disappear. And how long do our beans keep in the bag before a similar drop off is observed? Well, as you go beyond 5 weeks after the roast date (clearly stamped on all our bags) you will start to notice a drop off. Granted, it will still be miles fresher than 99% of all the coffee on the market, but that isn’t what you or us are here for. We are both in pursuit of espresso excellence. For this reason we only sell 250g bags to our residential customers, and reserve the 1000g bags for our commercial customers who will consume it before any drop off in freshness occurs. By the way, our coffee doesn’t stale any faster or slower than anyone else’s, so next time you see a ‘Best Before’ date of 12 months into the future, I am you’ll be thinking the same thing as us…Sure, it won’t make you sick, but espresso is hardly an exercise in survival is it? It is the hedonistic pursuit of the ‘ultimate cup’.