"The quest for a good cup of coffee has led to an abundance of fresh roast fanatics." "Dedicated coffee drinkers first learn that coffee tastes better when freshly brewed. Next, they learn that coffee has more flavor when freshly ground. Many of us are now "Waking Up" to the next phase of coffee sophistication: Really great coffee is freshly roasted." Excerpt from article written by Food Columnist, Michael Hastings for the Winston Salem Journal, circa February 19, 2003.