Coffee beans are rich with complex flavour. In order to appreciate this flavour it must first be unlocked with a roasting process. Roasting causes chemical changes to take place that unlock the aroma of the bean.
Next, this flavour must be exposed. Enter the grind. The best method to expose the flavour is to harness the essential oils locked within the bean. This requires that the beans be crushed to bring the oils to the surface without evaporation to drench the beans.
You are a coffee bean.
The grind you experience every day slogging through building your business or changing the world might feel unfair.
When people taste the unique flavours exposed by your grind, they celebrate your season of fire.
We grind to reveal the value unlocked by heat. That is worth celebrating.
So are you.