Hello, I am Alessandro from “Le Piantagioni del caffè” and I will explain why coffee
shouldn’t be roasted so dark.

When coffee is so dark it has an unpleasant result in the cup due to its burnt body and woody flavor.
To make it pleasant again, one has to add a lot of sugar.
This roast disguises the coffee defects very well and it allows the use of poor quality raw material. Besides, since the coffee reaches very high temperatures, it needs to be cooled quickly with flows of air and vaporized water hence accentuating and speeding up its oxidation!