As roasters we see coffee in its green un-roasted form. Coffee grows on small trees or bushes, rarely exceeding twenty feet in height. Contrary to the common conception, most high quality coffee is not grown on plantations, but instead on small farms and even to a significant extent by subsistence farmers as a cash crop.
A cherry-like fruit when it’s on the tree, coffee undergoes a fairly lengthy and demanding preparation process to get it ready for eventual consumption. Each bean you grind and brew has probably been sorted and selected, more than once, by hand!