Why We Roast at the Source
The story behind Origin Roasted and how one simple idea reshaped how we do coffee.
“Coffee beans are picked once a year, but your favorite coffee brands roast year-round. How is that possible?”
The Hidden Problem With ‘Freshly Roasted’ Coffee
Most coffee beans travel around the world before they’re roasted. Stored in giant warehouses for months or even years, they lose their natural flavor and vitality long before reaching your cup.
Eduardo saw this firsthand and asked, “Would you bite into an apple picked a year ago?”
That question changed how we think about freshness, and sparked a movement to roast coffee where it grows.
A FOUNDER WHO ASKED THE WRONG QUESTIONS — OR THE RIGHT ONES
A FOUNDER WHO ASKED THE WRONG QUESTIONS — OR THE RIGHT ONES
Eduardo, a coffee entrepreneur from Colombia, couldn’t shake one question: why did coffee back home taste fresher than anywhere else?
After some digging, he discovered the truth: most coffee roasted in the U.S. was harvested long ago, stored, and stripped of its peak flavor.
That realization led him to start Origin Roasted: roasting freshly harvested beans directly in producing countries to capture coffee’s full spectrum of natural flavors.
Better Coffee. Fairer System.
We’re not just fresher. We’re closer to the farm, the flavor, and the people.
What began as a search for fresher coffee became something more meaningful. By roasting at origin, we found a better way that keeps more value where it’s earned. Instead of shipping green coffee overseas to be roasted and roasted in warehouses, we roast in the same communities where the beans are grown. That means more jobs, better wages, and local ownership of the process.
Origin Roasted was founded to do something smarter: lock in peak freshness, support producers fairly, and bring transparency back to coffee.
