What you should understand about coffee roasts

Summary

This MinuteFood video explores the complexities of coffee roast levels, noting the lack of standardization and the shift away from labeling on packaging. It explains how roasting affects flavor, with lighter roasts highlighting the beans' natural characteristics and darker roasts dominated by the Maillard reaction's toasty notes. The key to choosing coffee is understanding flavor notes, which can indicate the roast level despite the absence of explicit labels.

Takeaways

• 📚 Roast level is a crucial factor for many coffee buyers, but the terminology can be confusing, especially when it's not labeled on coffee bags.
• 🌱 Green coffee beans are raw seeds that require roasting to develop the complex flavors associated with coffee.
• 🔥 The roasting process involves heating the beans, which triggers chemical reactions that change their flavor and color.
• 📉 As beans roast, they go through a progression from light to dark, with the roast level determined by when they are removed from the roaster.
• 🎨 The color of the roast is a common way to describe it, but terms can vary and may not correspond to specific colors.
• 🍇 Lighter roasts tend to have more 'origin characteristics' such as fruitiness, floral notes, and acidity, reflecting the beans' inherent flavors.
• 🔑 The Maillard reaction, which occurs at higher temperatures, produces roasty, toasty flavors that dominate in darker roasts.
• ☕ Large commercial roasters often use dark roasts to ensure a consistent taste, while specialty roasters prefer lighter roasts to highlight the beans' unique characteristics.
• 🏷 There is no industry standard for roast levels, leading to variations in how roasters label their products.
• 🍫 When the roast level is unclear, look to the flavor notes on the packaging for clues about the roast's characteristics.
• 📈 There is an effort to standardize roast levels to reduce confusion for consumers, but for now, educated guesses based on flavor notes are necessary.
• 🗳️ The script also promotes the use of Tab for a Cause to support voting initiatives, highlighting the importance of participation in democracy.

Q & A

Why is roast level important when buying coffee?

Roast level is important because it significantly affects the flavor profile of the coffee. Different roast levels can bring out various flavors, from fruity and floral notes in lighter roasts to toasty and smoky flavors in darker roasts.

What is the first step in the coffee roasting process?

The first step in the coffee roasting process is heating the raw green beans in a roaster, which causes them to change from green to a yellowish-grey color as the moisture evaporates and the chlorophyll breaks down.

What chemical reaction is responsible for adding flavor and color to coffee beans during roasting?

The Maillard reaction is responsible for adding flavor and color to coffee beans during roasting. It produces new compounds as the beans are heated, contributing to the coffee's taste and appearance.

Why are some coffee roast levels not labeled on the packaging?

Some coffee roast levels are not labeled on the packaging due to a lack of industry standardization, leading to confusion among consumers. Additionally, there is a trend towards focusing on the beans' unique characteristics rather than the roast level.

How does the roasting process affect the flavor of the coffee beans?

The roasting process affects the flavor of the coffee beans by releasing and producing compounds that contribute to the coffee's taste. Lighter roasts retain more of the beans' natural flavors, while darker roasts emphasize the flavors produced by the Maillard reaction.

What is the difference between commercial roasters and specialty roasters in terms of their approach to roast levels?

Commercial roasters often use darker roasts to ensure a consistent flavor across their products, while specialty roasters aim to highlight the unique characteristics of high-quality beans, typically using lighter roasts to preserve the beans' distinct flavors.

Why do some coffee bags omit the roast level information?

Some coffee bags omit the roast level information due to the lack of standardization and to avoid confusion. There is also a growing emphasis on the beans' flavor notes and characteristics, which can be more informative for consumers than the roast level alone.

How can consumers choose a coffee they are likely to enjoy, given the confusing roast levels?

Consumers can choose a coffee they are likely to enjoy by focusing on the flavor notes listed on the packaging. Descriptors such as 'fruity', 'floral', or 'bright' suggest a lighter roast, while terms like 'smoky', 'toasted', or 'dark chocolate' indicate a darker roast.

What is the significance of the Maillard reaction in coffee roasting?

The Maillard reaction is significant in coffee roasting because it produces a variety of new compounds that contribute to the coffee's flavor, particularly in darker roasts. It is responsible for the toasty, roasty flavors commonly associated with coffee.

How does the roast level affect the perception of coffee's origin characteristics?

Lighter roast levels allow the coffee's origin characteristics, such as fruitiness, floral notes, and acidity, to be more prominent, as these flavors are more reflective of the beans' natural chemistry. Darker roast levels, on the other hand, tend to mask these characteristics with flavors produced by the Maillard reaction.

What is the role of the Tab for a Cause initiative mentioned in the script?

The Tab for a Cause initiative is a way to support democracy by donating to organizations like VoteAmerica every time a user opens a new tab. It aims to encourage voter participation and ensure that every eligible American's voice is heard in the democratic process.

Outlines

00:00

📚 Understanding Coffee Roast Levels

This paragraph delves into the complexities of coffee roast levels, a critical factor for many coffee enthusiasts. It points out the lack of standard labeling on coffee bags and the confusion it causes. The narrator embarks on a journey to demystify roast levels by visiting a local roaster and learning about the roasting process. The process involves heating raw beans, which undergo chemical reactions that transform their flavor and color. The roast level is determined by the point at which the beans are removed from the roaster, resulting in varying flavors from light to dark roasts. Lighter roasts retain more of the beans' original flavors, while darker roasts are characterized by the flavors produced by the Maillard reaction, which can make different beans taste similar.

05:04

🛒 Navigating the Coffee Aisle with Flavor Notes

The second paragraph addresses the challenge of selecting coffee in a market where roast levels are inconsistently labeled or omitted entirely. It suggests that consumers rely on flavor notes to make informed choices about their coffee purchases. The paragraph explains how certain flavor descriptors can indicate the roast level: lighter roasts are associated with terms like 'lemon', 'tea', 'honey', and 'rose', while darker roasts are suggested by words like 'smoky', 'spicy', 'tobacco', and 'dark chocolate'. The narrator also discusses the role of specialty roasters who aim to highlight the unique characteristics of their beans, often through lighter roasts. The paragraph concludes with a call to embrace the potential for discovery in the coffee-buying experience and a note on efforts to standardize roast levels for clarity.

Keywords

💡Roast Level

Roast level refers to the degree to which coffee beans are roasted, which significantly affects the flavor profile of the coffee. In the video, it is the central theme as the script discusses the confusion surrounding different roast levels and their impact on coffee flavor. The script mentions that roast levels are often not labeled on coffee bags, leading to consumer confusion.

💡Green Coffee Beans

Green coffee beans are the raw seeds of the coffee plant, which have a taste and smell akin to seeds. They undergo a transformation through the roasting process to become the coffee we know. The script uses green coffee beans to illustrate the starting point of coffee production and the importance of roasting in developing the beans' flavor.

💡Roasting Process

The roasting process is the method by which green coffee beans are heated to develop their flavor. It involves various chemical reactions, including the Maillard reaction, which contributes to the beans' color and taste. The video script explains that understanding this process is key to grasping the concept of different roast levels.

💡Maillard Reaction

The Maillard reaction is a chemical reaction between amino acids and reducing sugars that gives browned food its flavor. In coffee, this reaction produces the toasty, roasty flavors associated with darker roasts. The script highlights the Maillard reaction as a critical factor in how roast level affects coffee taste.

💡Flavor Notes

Flavor notes are descriptive terms that indicate the taste characteristics of coffee. The script emphasizes the importance of flavor notes in helping consumers choose coffee, as they provide clues to the coffee's roast level and taste profile. Examples from the script include 'fruitiness,' 'floral-ness,' and 'acidity' for lighter roasts, and 'smoky,' 'spicy,' and 'toasted' for darker roasts.

💡Specialty Coffee

Specialty coffee refers to high-quality coffee that is often sourced from specific regions and roasted to highlight the unique characteristics of the beans. The script contrasts specialty coffee with commercial coffee, noting that specialty roasters aim to preserve the beans' origin characteristics through lighter roast levels.

💡Commercial Roasters

Commercial roasters are large-scale coffee producers that prioritize consistency in flavor across their products. The script mentions brands like Starbucks and Folgers, which tend to roast their coffee darkly to ensure a uniform taste, regardless of the beans' origin.

💡Origin Characteristics

Origin characteristics refer to the natural flavors inherent in coffee beans from specific regions, influenced by factors like soil, altitude, and climate. The script explains that lighter roasts are more likely to preserve these origin characteristics, allowing the beans' unique flavors to shine through.

💡Standardization

Standardization in the context of coffee roast levels would mean having a universal system to classify and label the degree of roast. The script discusses the lack of industry standardization, which contributes to the confusion consumers face when choosing coffee based on roast level.

💡Consumer Bias

Consumer bias refers to the preconceived notions or preferences that influence a person's choices. In the script, it is mentioned as one of the factors leading to the omission of roast levels on coffee packaging, as specialty coffee culture focuses more on the beans' quality than the roast level.

💡Tab for a Cause

Tab for a Cause is a browser extension that donates to selected charities every time a user opens a new tab. The script promotes this tool as a way to support voting initiatives in the U.S., illustrating a call to action outside the main coffee theme but still part of the video's content.

Highlights

Roast level is often the first consideration for coffee buyers but is frequently missing from packaging, leading to confusion.

Green coffee beans are raw seeds that require roasting to develop their characteristic flavor.

Roasting involves chemical reactions that transform the beans from green to various shades of brown.

The Maillard reaction during roasting produces new compounds contributing to flavor and color.

Roast level is determined by the point at which beans are removed from the roaster and cooled.

Roast levels are commonly described by color terms like 'light,' 'medium,' or 'dark,' but these can be misleading.

Lighter roasts retain more of the beans' inherent flavors, such as fruitiness and floral notes.

Darker roasts are characterized by flavors produced by the Maillard reaction, such as toasty and smoky notes.

Commercial roasters often use dark roasts for consistency across their coffee products.

Specialty roasters aim to highlight the unique characteristics of high-quality beans through lighter roasts.

There is no industry standard for roast levels, leading to variability in how they are labeled and marketed.

The omission of roast levels on coffee packaging is becoming more common due to confusion and a focus on beans' quality.

Flavor notes on coffee packaging can provide clues to the roast level and the beans' characteristics.

Descriptors like 'lemon,' 'tea,' and 'honey' suggest lighter roasts with more origin characteristics.

Terms like 'smoky,' 'spicy,' and 'dark chocolate' indicate darker roasts with more Maillard reaction flavors.

In-between descriptors suggest a medium roast level, balancing the beans' own flavors with roast characteristics.

There is an ongoing effort to standardize roast levels for clarity in the coffee industry.

Tab for a Cause supports VoteAmerica to encourage voting and democratic representation.

Transcripts

Roast level is the first thing a lot of people –  including me – look at when they’re buying coffee,  

but there are so many confusing terms out there  for different roasts. And, more and more often,  

I’ve noticed that the roast level isn’t even  labeled on the bag…which is even MORE confusing.  

So I set out to find out what the deal is with  all these roast levels, why they’re disappearing  

from coffee packaging, and what all this means  for how you should actually choose your coffee. 

This is MinuteFood. Green coffee beans – the raw seeds of  

the coffee plant – smell and taste like, well,  seeds. In order for them to become delicious,  

complex, and coffee-y, they have to be roasted.  So if I wanted to get a handle on roast levels,  

I had to understand what, exactly, happens  during roasting. Luckily, I have an awesome  

local coffee roaster who was happy to bring me  in and spill the beans on the roasting process. 

The first thing that happens…well, the very first  thing that happens is that coffee beans are grown,  

harvested, processed, and acquired by roasters,  but, as important as this stuff is to the final  

product, we’re going to fast-forward through it  all here. Roasting starts when the raw beans are  

poured into a roaster – often, a big machine like  this, which tosses the beans around and around and  

heats them up. Their temperature begins to rise,  breaking down the heat-sensitive chlorophyll in  

the beans – turning them from green to kind of a  yellowish grey – and evaporating the moisture out  

of them. As the beans dry out, their temperature  begins to rise faster. This heat starts triggering  

tons of different chemical reactions; some  unlock compounds in the beans themselves,  

and others – like the Maillard reaction – produce  new compounds that add both flavor and color. 

Lots of complicated stuff happens during roasting  and the process itself is a seriously skilled  

science – so there’s a ton more to be said  about roasting – but here we’re really just  

giving you the info you need to have a basic  – but solid – understanding of roast levels. 

Eventually, the beans get so hot that they begin  to burn, basically turning to carbonized shells  

of their former selves. At some carefully-selected  point between this and that, the beans are dumped  

out of the machine and quickly cooled; the point  at which this happens is what determines the  

beans’ roast level. The awesome folks at Colorado  River Coffee Roasters were nice enough to pull  

beans at several different points during a  roast for me. And you can see that once the  

beans actually start roasting – right around  here – they basically get darker and darker. 

So it’s no surprise that the most common way  to describe roast levels is by their color:  

“light,” “medium,” or “dark” – or some  combination. But you’ll also come across a bunch  

of different – way less-descriptive – terms. This  is the basic progression of roast levels – but,  

as we’ll explain in a bit, you should be careful  about linking any of these terms - even the  

color ones - to specific colors of beans. Plus, although color may be the most obvious  

difference, roast level is really about flavor.  Now, it’s easy to assume that – because the  

roasting process releases and produces flavors  – the darker the roast, the more flavorful the  

coffee. But that’s not really the case; instead,  beans on this end of the spectrum have different  

kinds of flavors than beans over here. As coffee grows, all sorts of factors,  

like the soil type, the altitude, the  temperature – and even the eventual  

harvesting and processing – all that stuff helps  determine the chemistry of the beans themselves.  

Most of the reactions that happen early in the  roasting process act on this internal chemistry,  

releasing organic compounds that tend to  have plant-y flavors – like fruitiness,  

floral-ness, and acidity. So lighter-roasted  beans will have lots of these kinds of flavors,  

which you might hear coffee enthusiasts  refer to with the admittedly-pretentious  

term “origin characteristics” – they’re  basically the taste of the beans themselves. 

But as roasting continues and the temperature  rises, a lot of those compounds start breaking  

down, decreasing the amount of those flavors  intrinsic to the beans themselves. What’s more,  

at higher temps, the Maillard reaction really  gets rolling, producing tons of its own roasty,  

toasty compounds. So the darker the roast, the  more products of the Maillard reaction – and the  

less of the beans’ own chemistry – you’ll taste. This is a major reason why big commercial roasters  

like Starbucks, Peets, and Folgers roast their  coffee so dark; they want to churn out coffee  

that tastes consistent, bag after bag after  bag. And darker roasts – even if they’re made  

with very different beans – tend to taste pretty  similar…they taste like, well, Maillard. Most  

smaller specialty roasters, on the other hand,  have a totally different goal; they work hard to  

source interesting, high-quality coffee and want  you to be able to taste the unique characteristics  

of those beans. That’s why specialty  coffees tend to have lighter roast levels. 

And because different types of roasters basically  work on different ends of the spectrum, their  

ideas of various roast levels can vary wildly. I  mean, check out this “blonde” roast – basically a  

light roast – from Starbucks; it’s just about as  dark as this medium dark roast from a specialty  

roaster. In other words, there’s no actual  industry standardization of roast levels;  

roasters can label and market their roasts however  they like. And that can be really confusing to  

someone looking to buy a specific roast of coffee. Partially because of that confusion, but also  

thanks to other factors, like common biases about  various roast levels, and the rise of speciality  

coffee – which is supposed to be more about  the beans than the roast level – it’s becoming  

more and more common to see bags of coffee  that omit the roast level completely. 

So, considering the confusing  coffee landscape, how are you  

supposed to buy coffee you’re likely to like? The key is here: the flavor notes. I know,  

they seem annoying and pretentious, but they do  hold good clues to what’s actually inside the bag.  

Words that refer to fruitiness, floral-ness, or  acidity – like “lemon,” “tea,” “honey,” “rose,”  

even off-the-wall ones like “Fruity pebbles”  – or descriptors like “tangy”, “bright”,  

or “vibrant” – should clue you in that you’re  looking at a lighter roast. Anything darker or  

heavier – terms like “smoky,” “spicy,” “tobacco,”  “toasted,” “cacao,” “dark chocolate,” “caramel,”  

“toffee,” or basically anything else that makes  you think of the roasty toasty products of the  

Maillard reaction – indicates a darker roast.  In-between descriptors like “milk chocolate,”  

“jam,” or “juice” often suggest that the coffee  leans toward a more middle-of-the-road roast. 

Honestly, even if the roast level is listed,  it’s worth checking the flavor notes;  

remember that “blonde” Starbucks roast that was  surprisingly dark? The notes refer to “toasted  

malt” – which is a good clue that this is  not actually a particularly light roast. 

There is some momentum to standardize roast  levels in an effort to make this whole  

coffee-buying thing less confusing for consumers,  and scientists and roasters are working on various  

ways to actually do that. But for now, you have  to make some educated guesses. Sometimes you  

might not get exactly what you’re looking for,  but maybe that’s not a bad thing – you could  

stumble on something you like even better. In my mind, there are only a few things  

more important than coffee - one of them is  democracy. Yet not that many people actually  

vote. Less than half of people under 30 vote  in presidential elections, and as a result,  

the electorate - and by extension, the  representation in government - is skewed  

toward the older and wealthier. The magnitude  of this issue can make people feel helpless,  

but there’s actually something really easy you  can do about it: download Tab for a Cause, which,  

right now, is supporting VoteAmerica in their  effort to make sure every eligible American  

has their voice heard in our democracy. Every  time you open a tab - and if you’re like me,  

you open a LOT of tabs - Tab for a Cause will  donate to VoteAmerica, with ZERO cost to you.  

This is a total win-win! Go help strengthen  democracy at tabfordemocracy.org/minutefood.