The term "specialty coffee" refers to the highest-quality green coffee beans roasted to their greatest flavor potential and properly brewed. The definition of specialty coffee begins at the origin of coffee, the planting of a particular varietal into a particular growing region of the world. Specialty coffee in the green bean phase can be defined as a coffee that has no defects and has a distinctive character in the cup. It is not only that the coffee doesn't taste bad; to be considered specialty it must be notably good.

The next phase is roasting. Every coffee has a potential to express itself in a way that will be most satisfying for every customer. Bringing out a coffee's distinctive character is the roaster's objective.

Freshness is a critical element in producing a quality cup of coffee, no matter what the brewing method, espresso, drip, French press or other.  By roasting your own coffee, you will have control of the freshness and therefore, control of the quality and taste of the coffee you serve.

By roasting your own coffee, you can:

• Meet the particular taste preferences of your customers, whether that is a finely crafted cup of a distinctive single origin coffee from Sumatra or a cappuccino composed with a perfectly extracted shot of bittersweet espresso balanced with just the right proportion of milk.
• Provide visual theater and let your customer know that you truly care about the coffee you serve. Customers can see the coffee transformed from green to roasted right before their eyes.
• Educate your customers about coffee; about where and how it is grown, harvested, processed and makes the amazing journey from a small, family farm to their cup.
• Offer your customers an unparalleled cup of coffee while at the same time allowing you control over the product you are roasting and serving. A superior coffee combined with higher profits is a win for you and a win for your customers!

The brewing phase in producing a quality coffee drink. There are many different methods, and all are capable of brewing coffee, but only if done correctly.

The right ratio of coffee to water, the right grind suited to the method and the coffee's physical characteristics, the proper water temperature and contact time are all fundamentals that must be satisfied to produce a superior cup of coffee.