Oh I am sorry. What did I do? Ever since putting The Coffee Fool online, I have been beaten regularly by customers for clueing them into the secret on 'fresh' coffee.

Why?

Because they can no longer stand the taste of coffee they get at work, gas stations, even... coffee stores - in a world of stale coffee, they are ruined on our fresh.

So if you happen to be a newbie to The Coffee Fool and want to keep your coffee innocence intact - look away. Otherwise, here comes the knowledge (read as sales pitch) that may very well ruin you too.

Nearly all of the coffee out there is stale. The good news is that stale coffee is drinkable if you've never had truly fresh coffee. The bad news is that once you've tasted truly fresh coffee, you'll be forever hooked. It will make you giddy every time you go to make a pot. Tingle right down to your toes. Reverberate around your head like a funky aura. That's because coffee, just a few days out of the roaster, is nature's most flavorful drink - more complex than even wine - containing well over 900 flavor compounds to dance on your taste buds. But after a few weeks, you'd be lucky to see half that number.

How do you know if coffee is stale? Simple test: If it's bitter or flat, it's too late. Coffee is actually known by connoisseurs as a 'sweet' beverage. But shush... you're not supposed to know that. And who doesn't want you to know? Coffee companies who make their living on convenience. And yes, believing that freshness is as simple as 'burping' air out of a coffee container, is convenient. Truly fresh coffee is a pain because you have to order it frequently.

I could go on and on about how we only roast the world's finest Arabica beans in an unhurried, old-fashioned way to unlock the beans maximum flavor and aroma etc... etc... but who has time for that? So I will leave you instead with our simple guarantee - the best, freshest coffee you've ever tasted or your money back.

So go ahead and take a peek at our fun coffee descriptions by clicking the categories to the left. But if you should buy... be warned, you too may become a Coffee Fool :)