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Coffee loses flavor when it is exposed to air. Much of the coffee's flavor resides in natural oils. The oils become volatile after roasting. With time and exposure to air, oils can vaporize and oxidize, leaving coffee that is flat and stale. Minimizing air circulation slows down the process of oxidation.

Ground coffee retains full flavor for only a short while. Whole bean coffee has much less area exposed to air and retains its flavor for several weeks. For this reason you may want to invest in a coffee grinder (burr is recommended over blade) and grind only the amount of coffee that you use for each brew.

Coffee beans should be kept in a dry, sealed container in a cool, dark place. The enemies of coffee are air, light and moisture. Do not store your coffee in the refrigerator or freezer. Buy only one week to ten day's worth at a time and join Club JavaBerry if you would like freshly roasted coffee delivered on a regular basis.