The 30-second answer
- 🚫 Four enemies: air, light, heat and humidity.
- 🫙 Keep coffee in its resealed bag or in an opaque airtight container, in a cool cupboard.
- ❄️ No fridge for an opened bag: repeated opening lets moisture in.
- 📆 Buy small sizes (125 g or 250 g) that you finish while they're fresh.
Updated 27 September 2026 · Reading time: 6 min
An excellent coffee stored badly loses its aroma within days. In Morocco, where summers are hot, that's even more true. The good news: a few simple habits are enough to keep your coffee fragrant down to the last cup.
Coffee's 4 enemies
| Enemy | What it does | The fix |
|---|---|---|
| Air | Oxidises the coffee, which turns flat and stale | Tightly resealed bag, airtight container |
| Light | Degrades the aromas | Opaque container, closed cupboard |
| Heat | Speeds up aroma loss | Away from the oven, the hob and the sun |
| Humidity | Alters the taste, encourages mould | No fridge for an opened bag, dry spoon |
How to store your coffee
- Reseal the bag, pressing the air out before closing it, with a clip if needed.
- Or use an opaque airtight container, ceramic or metal, rather than a clear jar left in the sun.
- Keep it in a cupboard, away from the cooker and from walls exposed to the sun.
- Use a dry spoon.
- Grind at the last moment if you have a grinder: whole beans keep much better. See Whole bean or ground coffee: which to choose?.
During the Moroccan summer
When the kitchen goes above 30 °C, choose the coolest cupboard in the house, often in a hallway or a shaded room. If you have a stock of unopened bags, you can put them in the freezer, tightly sealed. Take them out one at a time, and let each one come back to room temperature before opening to avoid condensation. Never put an opened bag back in the cold.
The fridge is a false friend: coffee absorbs odours and moisture, and every time you take it out, condensation forms on the beans.
A COFFEE THAT GOES THE DISTANCE
Sumatra Gayo Mountain Organic Coffee
Rich and spicy, with a heavy body and aromas of red fruit. Full-bodied coffees like this Sumatra hold on to their character well, especially as whole beans.
How long does coffee keep?
| Coffee | Unopened bag | After opening (stored well) |
|---|---|---|
| Whole bean | Several months | Several weeks |
| Ground | Several months | 2 to 3 weeks for the best taste |
Beyond that, the coffee isn't dangerous, but it loses its aroma and goes flat. That's why we sell in 125 g and 250 g bags, and restock Morocco every two months.
Frequently asked questions
Should you keep coffee in the fridge?
No, not an opened bag: moisture and odours spoil it. The freezer is only suitable for unopened bags.
How should you store ground coffee?
In its tightly resealed bag or an opaque airtight container, in a cool cupboard. Drink it within 2 to 3 weeks of opening.
Is a glass jar a good idea?
Only if it's airtight and kept in a cupboard, away from light.
Is expired coffee dangerous?
Dry, well-stored coffee isn't dangerous, but it loses its aroma. If it smells musty or has absorbed moisture, throw it away.
Our coffees in 125 g and 250 g bags
Related articles
- Whole bean or ground coffee: which to choose?
- Coffee beans in Morocco: how to choose
- Coffee grinder: which grind for which brewer?
In short: away from air, light, heat and humidity, in a resealed bag or an opaque container, in a cool cupboard. And small sizes, for coffee that's always fresh.
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.
