Why freshness matters in coffee

When it comes to flavour, aroma, and brewing quality, freshness is one of the most important aspects of coffee, yet it’s often overlooked. Whether you’re enjoying a single origin filter at home or pulling shots in a busy café, using freshly roasted beans makes a noticeable difference in every cup.

At York Emporium, we roast in small batches and ship quickly, so when you buy from our coffee collection, you're getting coffee that’s still in its prime.

What does “fresh” coffee really mean?

Fresh coffee isn’t just about being recently roasted, it’s about timing. Coffee needs a few days to rest after roasting, during which it releases excess carbon dioxide (a process known as “degassing”). After that, it enters a sweet spot where flavour and aroma are at their best, typically from about 5 days to 5 weeks post-roast.

After this window, the coffee gradually oxidises, and the flavours flatten. You’ll still get caffeine, but the complexity and character will have faded.

How freshness affects flavour

Coffee is at its most vibrant when fresh. You'll notice:

• Brighter, cleaner acidity – especially in light roasts and African coffees
• Clearer flavour notes – like citrus, berries, chocolate or spice
• Better aroma and mouthfeel – oils are still intact, enhancing texture
• No bitterness or staleness – fresher beans brew a cleaner, more balanced cup

Even the best beans can taste flat or bitter if they’re stale — so freshness is the foundation of any great brew.

Whole bean vs pre-ground: does it matter?

Yes, it makes a big difference. Whole beans stay fresh longer because less surface area is exposed to oxygen. As soon as you grind, oxidation accelerates, and the coffee starts to lose aroma and flavour, sometimes within minutes.

That’s why we always recommend buying whole bean if you can. But if you don’t have a grinder at home, no problem, we grind to order. When you buy fresh coffee beans from us, simply select your preferred grind size (cafetière, filter, espresso etc.) and we’ll prepare it just before dispatch.

How to store your coffee properly

Buying fresh is the first step, keeping it fresh is just as important. Here's how to do it:

• Keep it airtight – reseal the bag or use a container with a one-way valve
• Keep it cool and dry – store away from heat, moisture and sunlight
• Avoid the fridge or freezer – unless you vacuum-seal for long-term storage
• Buy little and often – it's better to top up every few weeks than to store large quantities for months

When is the best time to buy fresh coffee beans?

Look for roasters that print a roast date, not just a best-before date. Supermarkets and mass-market brands often use vague dating, so the coffee could already be months old by the time it reaches the shelf.

At York Emporium, every bag of coffee is clearly labelled with its roast date, so you know exactly how fresh it is. We roast every week and rotate stock regularly, ensuring you're always brewing with coffee that's full of flavour.

A better way to store your beans

Once you’ve bought freshly roasted coffee, keeping it fresh becomes just as important as choosing the right beans. Exposure to oxygen, light, heat and moisture can all cause your coffee to lose flavour faster than you might expect.

Resealable bags will get you so far, but if you want to preserve your coffee’s full character, a proper storage solution makes a real difference. The Airscape® Classic Stainless Steel Canister is one of the best tools for the job.

Unlike standard kitchen containers, the Airscape features a clever inner lid that removes excess air from the canister and creates a seal just above the coffee. This slows the oxidation process and helps maintain flavour, aroma and texture for longer.

Made from food-grade stainless steel, it’s durable, easy to clean and resistant to odours. It also looks smart on your countertop. If you're serious about buying fresh coffee beans and want them to stay that way, an airtight container like this is a worthwhile investment.

Final thought: start with freshness

If you're serious about improving your coffee, freshness is the best place to start. Even the most high-end brewing kit or the rarest origin won’t make a difference if the coffee’s past its best.

Our fresh coffee beans collection includes seasonal single origins, everyday blends and limited-batch favourites, all roasted to order, and delivered fast.

Taste the difference that freshness makes.
Buy fresh coffee beans →