Many coffee lovers make the same mistake: buying coffee already ground. Although it seems like a convenient option, the reality is that coffee begins to deteriorate the exact moment it is ground.

Here we explain why whole bean is always the best choice:

PRESERVATION OF ATTRIBUTES

The coffee bean acts as a natural protective layer. By keeping it whole, you preserve for longer:

• Aroma: intense and fresh.

• Flavour: with all its original nuances.

• Texture: the freshness that defines speciality coffee.

THE PROBLEM WITH GROUND COFFEE: OXIDATION
When coffee is ground, its surface area in contact with air increases, which speeds up oxidation. Within just a few minutes, the aroma fades and the flavour becomes flat and dull.

PERSONALISATION ACCORDING TO YOUR METHOD
Each way of preparing coffee requires a specific grind (fine for espresso, medium for filter or coarse for French press).

• If you buy commercially ground coffee, it is impossible to adapt it properly to your usual coffee maker.

• Grinding at home ensures the perfect extraction for each method.

IS IT WORTH THE EFFORT?
Absolutely. Grinding your coffee just before preparing it will only take you a few minutes, and it's a small action that makes all the difference: it guarantees a cup that retains all its qualities and offers a complete sensory experience.

Our recommendation
If you're looking for quality, freshness and flavour, always choose whole bean coffee.