Why we stopped roasting dark

We used to roast everything to a full city plus. It was safe — dark roasts forgive a multitude of sins, including a green bean that never had much to say. Then we bought a lot we were genuinely excited about and roasted it the way we always did, and it tasted like every other coffee we sold. So we stopped. Lighter roasts are less forgiving and they sell more slowly, but you can taste where the coffee came from, which is the entire point of the thing.