Define Fresh.

We’re committed to connecting good coffee to good people – you all deserve nothing but the best! We will be telling you why we are obsessed about freshness at Hook and why a fresh cup is the best cup and what exactly we mean when we say we’ve some of the freshest coffees in town!

So go on, grab a fresh cup of coffee – hopefully ours – and get ready to learn something new.

We’ve all had cups of coffee that have instantly made our day. Rich, flavourful, and possessing an aroma to die for – these are the words that come to mind when you think about a fresh cup of coffee, right?


The freshness of your coffee is determined the very moment it is sent to be roasted. Coffee doesn’t actually start out looking like a brown bean. Instead, they start as green beans when they are brought to the roaster. The roasting profile and process are crucial to bringing out the inherent characteristics and flavours of the coffees – bold/light, floral/fruity, chocolatey/caramel-y… And as long as your coffee is FRESH, you’ll be able to enjoy these delicious flavours! But the flavours and aroma weaken and wane over time. Take a look at this chart below!staling rate of coffee.001.jpeg.001.jpegYou might be wondering what on earth “de-gassing” is! It’s basically the process where the beans release carbon dioxide, the molecules rest and settle, for a richer, smoother, and more balanced cup. Since we send out your coffee to you within a week of roasting, by the time you receive it, your coffee is at it’s best for consumption.

Storage tips: Mum might have told you keeping coffees in the fridge or freezer, or any food/drink really, is the best way to preserve their freshness and extend their shelf life. Unfortunately, mum’s wrong this time (sorry, mum!). When it comes to storing coffee, the key elements to protect it from are excessive air, moisture, heat and light. The bags we use to pack and deliver your coffees are perfect for doing all that. You can always transfer your coffees out, as long as it’s in an airtight (ideally opaque) container and kept in a cool, dry place.

Now that you’ve been enlightened, think about the “fresh” coffee you’ve ever bought from coffee chains and much less supermarkets. Can you imagine how stale the coffee is?

(image via

The freshness of your coffee is clearly critical but the  segment of the coffee industry that has commoditised specialty coffee has a way of tricking you into believing your coffee is still “fresh”.

Most coffee you get at the supermarket are roasted ages ago if you actually pick up a bag of coffee and look for the roasting date (which most of the time they do not reveal). And the trick to mask the staleness of a supermaket market coffee, is to roast it really dark. The result? Coffee that just taste bitter and nothing else. We wrote an article on how to read a coffee pacaking like a pro, here is the article if you haven’t already check it out.

Customers, however, also often don’t notice this because the bad taste is masked by massive amounts of sugar and syrup pumped into their cups. A Grande Mocha Frappuccino, for example, contains 61g of sugar. (According tHhis is given that within 24 to 72 hours of roasting, coffee beans slowly go stale after having been exposed to oxygen. Beans stored for too long tend to produce flat and stale tasting coffee, which is often what you get at larger chains. This applies for both the coffee drinks they sell you, and their bagged beans.

Now, we’re not trying to preach here or anything, but these are just a few things you should remember before buying that cup of coffee. Sure it’s quick and convenient, but it might not be actually what’s best for your body, or for the farmers who contributed to producing it via methods other than direct trade. If you’re looking for a quick fix, consider using freshly ground coffee beans (maybe even ours!) or a drip bag instead. You could even try learning how to brew your own coffee with the V60 – it’s super easy and honestly doesn’t take that long!

We hope this post has been insightful for you, and will be useful as you continue looking for the best coffee to drink. After all, what better way to start your Monday morning than by learning something new?

Have a great weekend, and thanks for reading!

Happy Brewing!


The Hook Team

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s