Buy the best beans that you can afford:

Truly! Coffee should be celebrated, and the quality really dictates the finished product. Many coffee puritans would argue that beans are best, meaning that you also need to invest in a great grinder! Seriously…a good grinder may very well outlast your coffee machine. A truly sublime cup of coffee can be created using almost any receptacle, providing the quality of the beans is good along with the grind. 

Keep it cool but NOT in the fridge:

While storing your coffee in a cool, dry place is ideal – the fridge or freezer is a no, no! Conditions that are too cool help create too much moisture in the package, which can turn the coffee bad quickly and dull the flavour. The ideal spot would be in the pantry or a dark cupboard, in an airtight container. 

Myths debunked:

• The flavour of the coffee is found in the varietal of the beans, just like with wine!
• Caffeine in beans acts as a natural insecticide.
• Coffee is not naturally bitter. Bitterness is created by burning parts of the beans during the roasting process.