The 30-second answer
- 🔥 Roasting turns the green bean, which has no coffee taste, into an aromatic brown bean.
- ⚖️ Light: bright and fruity. Medium: balanced. Dark: bitter and bold.
- ☕ All our coffees are medium roast, to respect the taste of each origin.
- 📦 Our coffees are roasted in France in small batches and restocked in Morocco every two months.
Updated 27 September 2026 · Reading time: 7 min
In Morocco, the word "roaster" often brings to mind the neighbourhood shop where coffee is roasted and ground in front of you. Yet roasting is a precise craft that largely determines the taste of your cup. Here are the essentials.
What is coffee roasting?
Green coffee, as it arrives from the plantations, has neither the smell nor the taste of coffee. Heating it for around fifteen minutes triggers hundreds of chemical reactions. Sugars caramelise, aromas develop and the bean browns as it swells. The roaster stops the roast at the right moment, then cools the beans quickly.
The three roast levels
| Level | Bean appearance | In the cup | Who is it for? |
|---|---|---|---|
| Light | Light brown, dry | Bright, fruity, floral, light | Fans of filter coffee and very aromatic coffees |
| Medium | Hazelnut brown, dry or barely shiny | Balanced: sweetness, body and origin aromas | Most people, every brewer |
| Dark | Very dark brown, oily | Bitter, bold, roasted notes | Fans of very black coffee |
Common myth: a darker coffee isn't "stronger" in caffeine. A long roast actually reduces caffeine slightly. The impression of strength comes from bitterness.
Why we roast medium
A medium roast preserves the character of each origin: the jasmine of Ethiopia Moka Sidamo ORGANIC, the chocolate of Mexico Altura ORGANIC, the fruitiness of Kenya AA. It stays smooth on the palate and works in every brewer, from the moka pot to espresso. Our coffees are roasted in France, in small batches, for our home customers in Morocco. We restock every two months to keep them fresh.
TASTE WHAT GOOD ROASTING DOES
Kenya AA Coffee
Bright, tangy, fruity and highly fragrant: a medium-roast Kenya AA shows everything an arabica can offer when it isn't burnt.
How to spot a well-roasted coffee
- Even colour: all the beans are the same shade.
- Little or no oil on the surface for a medium roast.
- A smell of caramel, fruit or chocolate, not burning or smoke.
- In the cup: bitterness that's present but gentle, never acrid.
Frequently asked questions
Which roast for a moka pot?
A medium roast works very well: it gives a strong coffee without burnt bitterness. All our coffees are medium roast.
Does dark roast coffee have more caffeine?
No. By weight, the difference is small, and a long roast actually reduces caffeine slightly.
How long after roasting should coffee be drunk?
Coffee is at its best a few days to a few weeks after roasting, in a tightly sealed bag.
Where is your coffee roasted?
In France, in small batches, then shipped within Morocco from Agadir. We restock every two months.
Three coffees to discover medium roast
Related articles
- Specialty coffee: what does the SCA score mean?
- Single-origin coffee: flavour guide by country
- How to store coffee in Morocco (even in summer)
In short: roasting determines the taste of coffee. Light for fruitiness, dark for bitterness, medium for balance. Medium is the choice we make for all our coffees.
Our 100% arabica coffees are craft-roasted in France in small batches and delivered anywhere in Morocco in 2 to 5 days. Free delivery from 350 DH, cash on delivery.
