After coffee was first discovered, it took man several hundred years to discern that roasting the dried bean released the essential coffee flavor the world has grown to love. Many methods were used in the development of this process, but it was finally ascertained that uniform heat transmission and constant movement of the beans produced the best roast with the most consistent flavor.

The point at which the oil begins to develop deep within the bean is the chemical change known as pyrolysis. The techniques used in developing this transition is where the art of the roaster comes into play. As each coffee has different characteristics; it is then the job of the roaster to maximize the positive aspects of the coffees flavor.

We at Maui Oma believe the optimum flavor for drip brewing a specific varietal is achieved when the oils are drawn out to a point just below the the surface of the bean. This point immediately preceeds the first singes of the beans surface which is the beginning of the "dark roast" stages. This roast translates to Agtron rating number 45, and is our standard roast often called "Full City Roast." We also do a variety of darker Espresso Roasts and darkest French Roasts to develop other flavor characteristics.

Maui Oma is a small batch roasting company that pays particular attention to the development of each roast. We roast in batches of 30 to 90 pounds as opposed to large commercial roasters that are more concerned with volume than quality with their 400 pound batches. We define a coffees green bean characteristics and our flavor goals before each roast. This results in better development of the flavor for each varietal.

Everyone’s tastes are different, and so it follows that tastes in coffee varies as well. What is wonderful about coffee is that there is such a wide range of flavor qualities from this world wide crop. Each growing area develops different flavor characteristics depending on the type of plant, elevation, soil make-up, amount of direct sun, and many other factors. To help you find the coffee or create the blend that best satisfies your taste it is important to understand a specific coffees taste qualities.

Internationally, coffees are cupped and judged in 4 main areas:

1. ACIDITY- High thin tones. The dryness the coffee leaves on the back of the palate. Not to be confused with sourness or bitterness that can be caused by defective beans or improper brewing. "Acidy" can be a most favorable characteristic that can be compared to dryness in wine. This quality is most prevalent in African coffees.
   
2. BODY - The sense of heaviness, richness, thickness in the back of the tongue. Full-bodied coffees are less likely to lose their flavor through milk. Indonesian coffees are known for their rich, full body.
   
3. AROMA- The scent that offers a coffees allure and reflects a coffees character. Coffees like Kona and Colombian tend to be the most fragrant.
   
4. FLAVOR - The overall impression of how a coffees characteristics work together—Is it sharp, grassy, earthy, rubbery, or is it full, bright, flowery, nut-like, chocolatey, or spicy?