Each coffee we buy and sell has passed through Rubens' insane cupping protocol which includes a strict blind tasting and blind selection. We just buy what we think is the best in any specific moment of the year without being influenced by flamboyant labels, strange or fancy coffee varieties, famous farmer's name or any other marketing bullshits.

Each coffee lot we buy is fully traceable and selected first of all for its REAL quality, coming from only fresh in-season crops.

Each batch is personally roasted by Rubens, World Coffee Roasting Champion and 4 times-in-a-row the Italy Coffee Roasting Champion.

We believe this to be a huge guarantee of a consistent quality since he is quite a perfectionist about the roast profile optimal for highlighting terroir flavours of each coffee lot.

To this end we roast on a fully customized roasting machine to have perfect control over crucial parameters like heat transfer (we chose the drum metal material) and to manage the airflow seamlessly.




All our coffees are tested with many different roast profiles before going into our coffee bags. Every coffee lot has its own history and specific growing conditions therefore reacts in a very unique way to each roast profile we apply; there are no fixed rules, and that is why we do extensive cupping sessions before deciding the optimum roast solution.

We strongly believe that there is only one ideal roast profile for each single lot to express its terroir, therefore our roasting style is only influenced by the coffee itself rather than the final brewing method.


We want to highlight unique terroir aromas and flavors, and to avoid as much as possible any roasty taints, and that is why all our coffees are quite bright and clear.




Freshly roasted coffee contain carbon dioxide (CO2) that gives to the final cup a roasty and smokey flavor during the first days after roast, that is an experience we want you to avoid.
We recommend to let coffees rest for at least 4 days after roast in case of filter brews, and 8 to 10 days for espresso brews. The peak of aromas happens during the first 3 weeks after roasting, but if the coffee has been kept closed in our nitrogen-flushed original package we tasted coffees that still expressed good flavors even after 8 months from roasting. We suggest to freshly grind only the amount of coffee you need to brew in order to get the best flavors into your cup, and to keep the beans into the original zip-locked bag at room temperature, avoiding direct sun or light contact

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