Coffee freshness and the process of coffee ageing (or resting) has long been a hot and contested topic in the world of specialty coffee, as coffee enthusiasts remain in constant pursuit of the best cup possible.

We'll try and spare you too much of a science lesson and get straight to the good stuff.

Roasted coffee is an unstable product, and once bagged, continues to undergo a spectrum of chemical changes. These complex chemical reactions vary across coffee origins, roast profile or degree, and can even shift due to atmospheric conditions. There is no one right answer - but what we can offer is a solid guideline for getting the most out of that home espresso, pourover or stove top brew!

A common misconception is that fresh is best. An ageing or resting period of at least 7 days post-roast (see the roast date on the back of our bags!) is desirable in order to allow the beans to release some of the carbon dioxide created during the roasting process (have you ever wondered why the bags puff up?) and develop rounded and pleasant flavours and aromas. Coffee that is too 'fresh' often carries grassy notes, while the presence of too much gas can inhibit a desirable and flavourful extraction.

We recommend brewing White Whale coffee between 8-30 days post-roast date for the ultimate coffee experience!

After 30 days, coffee will begin the process of staling, gradually losing its complexity, aroma and flavour in the cup.