Does taste in coffee matter to you? If not, you can stop right here. Any roast date is fine for you. If taste DOES matter to you, read on. We talk about “freshness”, and we talk boast that we are a ‘roast to order’ company, but how does that relate to taste? Oxygenation From the time the coffee is roasted, the clock starts - its biological clock. The coffee beans now intermittently are exposed to oxygen. "Coffee is a highly elusive product – as soon as it is roasted, it already starts to evolve, change and lose its freshness. Research on coffee freshness focuses on two fields related to changes that occur during storage: the chemical changes to coffee aroma and physical changes related to degassing. Both can be linked to loss of freshness." via SCA (Specialty Coffee Association) Coffee Freshness Handbook. Impact on taste, flavor Via Todd Goldsworthy: Look at the roast date on the bag:Brewed coffee ideal 4 days - 12 days off roastEspresso ideal 6 days - 14 days off roastLook at the brew:brewed coffee: Old, stale, coffee will not bloom and will stay flat when wetespresso: Old, stale, coffee will have barely have crema that basically disappears “Coffee that is old will taste like….or you can tell coffee is old because…”Coffee that is old is not balanced in flavor.Coffee that is old is not bright in flavorTest it: Not sure how old your coffee is?To test the freshness of your coffee, put some grounds in a cup and simply pour hot water, you'll see the coffee rise, if it is old it will stay flat just like flat old carbonated beverages. Just like a carbonated beverage gas escapes when coffee is brewed. This is called the bloom, coffee gases are released. The freshness also impacts the taste such as being balanced and bright. The Klatch Coffee Way We believe in freshness - That’s why we roast your coffee to order. We want you to know when it was roasted - That’s why we write the date on the bag this way you can brew it at the right time. Keep the bag closed - our bags are scientifically designed to retain flavor as we’ve installed nitro-flush valves on each bag. Keeping your bag closed tightly in a cabinet is the BEST way to help it last longest. If your coffee is unopened, it can last for up to 6 months. We recommend brewing it 5-7 days after is roasted to give it time to “rest” We recommend brewing with whole bean coffees - this is another layer of oxygenation that leads to poor tasting coffeeWe recommend brewing with the right recipe [Brew Guides] But, at the end of the day it is up to your taste and preferences. Keep track of how you brew coffee and find out what’s best for you.