The darker the better?

The darker the better?

April 2007

The darker the better?

Deep, rich, robust… These are words that we’ve come to associate with a quality, gourmet coffee that is, of course, dark roasted.

But did you know that a dark roast was once thought to be a sign of cheap coffee? It’s true. And how times have changed!

Coffee that is dark roasted stays in the roaster until the beans’ natural oils rise to the surface. Fresh dark-roasted coffee is a deep brown color and shiny from the oils. A light-roasted coffee, by contrast, stays in the roaster only until the beans’ natural sugars caramelize, creating a warm, lighter-brown bean.

Oils enhance the flavor and aroma of coffee, but when I got into the coffee business in the 1960s, all the industry’s true mavens drank light-roasted coffee – and with good reason.

Many subtle fruity and even spicy flavors may only be perceived in a light-roasted gourmet coffee.

And it never tasted watery. In fact, a cup brewed with the correct amount of light-roasted coffee – about 7 grams of coffee per cup – never will.

Back then, a darker roast was thought to be used in an attempt to disguise the flavor of a cheaper coffee.

In the U.S., we owe the national shift toward dark roasts to two sources – Folgers and Alfred Peet.

When coffee prices soared in the 1970s, Folgers started to market the idea that 13 ounces (of “flake”) were a pound and a good coffee was light—in fact, in Middle America people “learned” that a good cup of coffee could be made with 3 grams of coffee.

The reaction to watery coffee came from the home of the gourmet coffee and other lifestyle revolutions—Berkeley thanks to Alfred Peet – father of the famous Peet’s.

Peet went to the other extreme. He bought gourmet coffee, dark-roasted (“deep roasted”) it and prepared each cup using three times as much coffee. This recipe became the gold standard of the gourmet coffeeindustry.

In fact, three of Peet’s coffee roasters later went off and started a little coffee business of their own – Starbucks.

At Café Britt, our Dark Roast outsells all our other coffees two to one. But that shouldn’t diminish the experience of a well-prepared cup of our Light Roast blend or our excellent Poas Volcanic Earth. Both have a wonderful complexity that make for a different coffee experience – pure and surprising; equally deserving of the words “deep,” “rich” and “robust.”  All you have to do is use enough coffee and enjoy!

Find Your New Favorite Coffee
Heritage Blend: Why We Love Coffee
Coffee is comprised of more colors than just black
SOLD OUT
Cafe Britt Chocolate Variety Pack

Chocolate Variety Pack 

NEW PRODUCT!
Dark Chocolate Covered Cranberry

Dark Chocolate Covered Cranberry

NEW PRODUCT!
Dark Chocolate Covered Banana

Dark Chocolate Covered Banana

Habitat Calendar 2019

2019 Hábitat Calendar

Dark chocolate covered almond

Dark Chocolate Covered Almonds

Holiday Chocolate Mint Cookies

Chocolate Chips Mint Cookies

Foldable Wood Chorreador

Foldable Chorreador

Dark chocolate covered orange

Dark Chocolate Covered Orange

Holiday Peppermint Bark Chocolate Candy

Chocolate Peppermint Bark

Cafe Britt Mini Espresso Machine

Mini Espresso Machine

Habitat Blend Gourmet Coffee

Costa Rican Habitat Blend

Holiday Blend Gift Gourmet Coffee

Holiday Blend Gift

Dark chocolate covered hazelnut

Dark Chocolate Covered Hazelnuts

Holiday Blend Gourmet Coffee

Holiday Blend

Costa Rican Dark Roast Gourmet Coffee

Costa Rican Dark Roast

Costa Rican Tarrazu whole bean coffee

Costa Rican Tarrazu Montecielo

Fusion Blend Whole Bean Gourmet Coffee

Costa Rican Fusion

Costa-Rican-Organic-Ground

Costa Rican Organic

Costa-Rican-Fair-Trade-Ground

Costa Rican Fair Trade

Peruvian Cajamarca Gourmet Coffee

Peruvian Cajamarca

Breakfast Blend Gourmet Coffee

Costa Rican Breakfast Blend

Costa Rican Poas whole bean coffee

Costa Rican Poas Tierra Volcanica

Costa Rican Tres Rios whole bean coffee

Costa Rican Tres Rios Valdivia

Colombia Sierra Nevada Gourmet Coffee

Colombian Organic Sierra Nevada

Peruvian pachamama whole bean coffee

Peruvian Pachamama Organic

Britt Espresso Classic Capsules Box

Britt Espresso Classic Capsules

Britt Espresso Decaf Capsules Box

Britt Espresso Decaf Capsules

Britt Espresso Intense Capsules Box

Britt Espresso Intense Capsules

Britt Espresso Organic Capsules Box

Britt Espresso Organic Capsules

Cafe Britt Tarrazu Espresso Capsules

Britt Espresso Tarrazu Capsules

7-provincias-guanacaste-whole-bean

Costa Rican Medium Roast Guanacaste

Dark chocolate covered coffee beans

Dark Chocolate Covered Coffee Beans

Britt Espresso Boquete Capsules Box

Britt Espresso Boquete Espresso Capsules

SOLD OUT

Coffee candy chews

Coffee Candy Chews

Britt Espresso Antigua Capsules Box

Britt Espresso Antigua Espresso Capsules

Britt Espresso Valle Sagrada Capsules Box

Britt Espresso Valle Sagrado Espresso Capsules

Dark chocolate covered macadamia

Dark Chocolate Covered Macadamia

Dark chocolate covered coconut

Dark Chocolate Covered Coconut

White chocolate covered lime

White Chocolate Covered Lime

Milk chocolate covered coffee beans

Milk Chocolate Covered Coffee Beans

Dark chocolate covered cashew

Dark Chocolate Covered Cashew

Dark chocolate covered guava

Dark Chocolate Covered Guava

Costa-Rican-Espresso-Whole-bean

Costa Rican Espresso

White chocolate covered offee beans

White Chocolate Covered Coffee Beans

Dark-Chocolate-Covered-Passion-Fruit

Dark Chocolate Covered Passion Fruit

Costa Rican Light Roast Gourmet Coffee

Costa Rican Light Roast

Dark chocolate covered pineapple

Dark Chocolate Covered Pineapple

Peruvian valle sagrado whole bean coffee

Peruvian Valle Sagrado

Britt chocolate creamy coffee filling

Dark Chocolate with Creamy Coffee Filling

Costa Rican Decaffeinated Gourmet Coffee

Costa Rican Decaffeinated

Costa Rican 2lb Whole Bean Coffee

Costa Rican Tarrazu 2 Lb

Britt chocolate creamy fruit filling

Dark Chocolate with Tropical Fruit Fillings

Costa Rican Dark Roast 2lbs Whole Bean Coffee

Costa Rican Dark Roast 2 Lb

Britt chocolate creamy nuts filling

Dark Chocolate with Creamy Nut Filling

Britt chocolate creamy dulce de leche filling

Dark Chocolate with Creamy Dulce de Leche Filling

Espresso whole bean 2lb

Costa Rican Espresso 2 Lb

Costa Rican Decaffeinated 2lb Whole Bean

Costa Rican Decaffeinated 2 Lb

Colombian Dark Roast Gourmet Coffee

Colombian Dark Roast

Mint Sweet Gourmet Cocoa

Gourmet Mint Hot Cocoa

Colombian Narino whole bean coffee

Colombian Narino Volcanico

Salted macadamia nuts

Salted Macadamia

Colombian Light Roast Gourmet Coffee

Colombian Light Roast

Colombian Pitalito Lamboyano whole bean coffee

Colombian Pitalito Laboyano

Classic Sweet Gourmet Cocoa

Gourmet Hot Cocoa

Macadamia brittle

Macadamia Brittle

Colombian Quimbaya whole bean coffee

Colombian Quimbaya

Almond Brittle Candy

Almond Brittle

Unsalted cashew nuts

Unsalted Cashew

Unsalted macadamia nuts

Unsalted Macadamia

Peruvian Dark Roast Gourmet Coffee

Peruvian Dark Roast

SOLD OUT

4 cup french press

4 Cup French Press

Cafe Britt Insulated Tumbler

Café Britt Insulated Travel Mug

jugando-con-mariposas

Jugando con Mariposas Cup Set

Cafe Britt Cappuccino Cup Set

Cafe Britt Cup Set

Costa Rica Aerea (Costa Rica from above)

Costa Rica From Above

The Coffee Cook Book

The Coffee Cookbook

Costa Rica Cocina y Tradition (Cuisina and Tradittion)

Cuisine and Traditions

costa-rica-volcanes

Tierra Viva Costa Rica Volcanoes Book

Costa Rica Pura Vida Book

Costa Rica Pura Vida Book

Stay in touch

Find us on:
1-800-GO-BRITT
(1-800-462-7488)
[email protected]
Subscribe to our newsletter
GET STARTED