When Coffee Stops Tasting Like Coffee - Thoughts on light roasting and development

In recent years, light roasting has become a dominant expression in specialty coffee.
Bright acidity, lighter body, and distinct origin flavours have helped many people rediscover what coffee can be.

But as the pursuit of “lighter” and “cleaner” continues,
it is worth pausing to reflect on what may be lost along the way.

Light roast does not mean underdeveloped

Roast colour is only a visual outcome.
What truly defines a coffee is whether it has received sufficient and appropriate development during roasting.

When development is lacking, the result is often not “clean” or “delicate”, but incomplete:

• Aromas that are thin and short-lived
• Little to no sweetness
• Acidity that feels sharp or raw rather than ripe
• A finish that lacks structure and depth

These traits are sometimes described as restraint or transparency,
but more often, they indicate a coffee that has not fully opened up.

Coffee needs a base

In our view, a well-developed coffee should carry a clear foundation:

• recognisable coffee aroma
• natural sweetness
• a measured, structural bitterness

This base does not mask origin character.
On the contrary, it gives flavours context —
allowing fruit, floral, or spice notes to appear naturally and with balance.

Without it, flavours may be noticeable,
but they rarely linger or invite a second cup.

Completeness over performance

We are not opposed to light roasting,
nor do we dismiss bright or delicate expressions of coffee.

We believe that coffee meant to be enjoyed day after day
must first be complete.

Light in roast. Full in character. Always coffee.

Flavours can vary.
Styles will evolve.
But at its core, coffee should still taste like coffee.