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High quality coffee is considered better a all round in a way. Roasting has a massive, massive impact on the chemistry of the coffee bean. The thing that's good about it is that we create flavour at that point. If you try and drink raw coffee, it's not good. It's just a hard plant seed. So its coffee roasters are sort of a hybrid of a very powerful oven and a tumble drier. You're sort of rolling these beans around in the heat. And then what coffee roaster are doing is very carefully controlling how much heat’s going in.
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