Great coffee has to be freshly roasted, period. We still don't understand how "premium" or "specialty" brands are sold in supermarkets or stores with more than a couple of weeks (and some times a couple of months) after being roasted. Our system works differently. You order, we roast and you get your coffee through FedEx a couple of days later. It's simple. Oh, and we do this directly from Medellin, Colombia, only a few miles away from where the coffee is grown and harvested! It seriously does not get fresher than this.