3 categories, a new way to share our coffees
Today marks an important step in how we share our coffees.
With the launch of our new packaging and refreshed brand identity, we are introducing a clearer and more transparent way to describe the role fermentation plays in shaping flavour.
Fermentation has become one of the most powerful forces influencing the taste of coffee, yet for many drinkers its impact remains difficult to understand. Traditional processing terms such as washed, natural or honey once helped give an idea of how a coffee might taste, but today they no longer tell the full story.
To bring more clarity to this complexity, we are introducing a simple system based on three fermentation impact categories. Each category describes how strongly fermentation shapes the final flavour in the cup and is represented on our packaging through a distinct colour and design.
Why fermentation matters
Fermentation has become one of the most influential variables in shaping the flavour we experience in the cup. But to understand its importance, it helps to first understand what fermentation actually is in the context of coffee.
After coffee cherries are harvested, the seeds inside (the coffee beans) must be separated from the surrounding fruit componentries, either before or after drying. During this stage, naturally occurring microorganisms such as yeasts and bacteria begin to break down the sugars and mucilage that surround the beans. This natural transformation is what we call fermentation and it happens in some form in every coffee processing method, whether washed, natural, or honey.
Because of this, all coffees are in some way fermented. What differs is how the fermentation is managed: time, temperature, environment and additives (if any) is related to how strongly it influences the final flavour of the coffee.
When thoughtfully applied, fermentation can enhance a coffee’s natural characteristics, bringing greater sweetness, clarity, structure and complexity.
However, when poorly controlled, fermentation can overpower the profile and mask the inherent qualities of the coffee itself.
In today’s specialty coffee landscape, we’re seeing innovation in fermentation including techniques such as yeast inoculation and extended fermentations. These approaches, when carefully managed, can unlock extraordinary dimensions of flavour.
At the same time, fermentation has also become more complex to understand. Today, a washed coffee fermented in a CO₂-rich or anaerobic environment may taste completely different from what we expect from a traditional washed coffee.
A different and increasingly popular trend has emerged: infused and co-fermented coffees, where fruits or flavouring solutions are added during fermentation. We believe this style disrupts the natural relationship between terroir and flavour, replacing it with an artificially constructed profile that lacks authenticity, therefore we have always chosen not to feature them and likely never will.
Our 3 categories
So here are the 3 categories we defined and the coffees you should expect in each. As always, we honour the seasonality of coffee, so the specific coffees featured in each category will naturally evolve throughout the year.
Coffees where fermentation plays a minimal role, allowing terroir, altitude and cultivar expression to take center stage.
In these coffees, fermentation is carefully controlled to remain subtle. The goal is not to shape flavour through fermentation, but to allow the natural characteristics of the coffee to express as clearly as possible.
These coffees tend to highlight clarity and elegance, often showing delicate aromatics and bright acidity.
We chose a green layout to represent this category, reflecting the coffee plantation in its purest form and the direct expression of land and variety.
Coffees where fermentation has a moderate influence, adding layers of complexity without overpowering the coffee’s original identity.
In this category, fermentation plays a more active role in shaping flavour while remaining balanced with the coffee’s natural profile. Carefully managed processing can enhance sweetness, body and aromatic intensity, creating a richer and more layered cup. These coffees often show ripe fruit character and deeper sweetness while still maintaining a clear connection to origin.
This category is defined by a red layout, inspired by the colour of ripe coffee cherries and their intrinsic connection to fermentation.
Coffees shaped by yeast inoculation or extended fermentations, revealing process-driven and surprising flavour experiences.
These coffees explore the full potential of fermentation as a flavour-shaping tool. Techniques such as extended fermentations or selected yeast cultures can dramatically influence aroma and taste.
Expect higher complexity, pronounced fruit notes and unexpected flavour combinations, where the fermentation process plays a central role in the cup experience.
This category is defined by a red and blue layout, reflecting the meeting point between coffee’s natural transformation and deliberate human intervention. The illustration shows a figure measuring the pH in a fermentation tank, representing the care, precision and active decision-making behind these coffees.
What unites them all
What connects the three categories and lies at the heart of how we select our coffees, is our commitment to highlight exceptional coffees and the work of those growing and processing them. While we believe fermentation can be an incredible tool to elevate a coffee’s natural characteristics, for us, it should complement, not overshadow, the distinctiveness of each coffee.
By offering clarity and insight into our selection process, we hope to bring you closer to the stories, places and people behind every coffee we share. Ultimately, it’s about celebrating flavour that is both expressive and true to origin.
Discover all the categories here.