There are lots of different practical reasons for “cupping”:

1. When buying “green” or unroasted coffee, the only way to really know the quality is to roast a small amount and taste it.
2. Each coffee from different countries roasts differently. It depends on soil, altitude and climate as well as processing. We have to adjust the time and temperature for each roast and then cup it to come up with the best possible flavour.
3. Sometimes we blend coffees from different countries so they complement each other. We then try them together in different proportions and wait for an interesting or exciting taste to “jump out” that is more than simply the sum of the parts.
4. Lastly, we’re never satisfied. We cup all of our coffees every day to make sure they meet our standards for quality and consistency. We also keep daily records of time, temperature, weight and roast colour to ensure consistency.