Gently Air- Roasting only 100% fresh Arabica beans in small batches makes a difference you can see, taste and smell
Use two tablespoons per 6-12oz (vary to your level of coffee taste and strength) of clean cold water. If you want it less strong, add hot water after brewing. Using Less Coffee results in over extraction and a bitter brew
Air and Moisture are coffee killers. Store Beans in an air- tight container.