Our Roasting Philosophy: How We Unlock Flavor in Specialty Coffee and Craft Chocolate

At Ketch Coffee Roasters, our roasting philosophy is built on a passion for exploring and unlocking the full range of flavors in specialty coffee and craft chocolate (cacao) from around the world. Every coffee bean and cacao nib we roast tells a story—one that’s shaped by origin, processing, and how we choose to roast it.

Our goal? To highlight desirable natural flavors while achieving a balanced, enjoyable flavor profile in every batch—whether it’s a lighter roast, a darker roast, or something in between.

What Does “Balanced Flavor” Mean?

When we talk about balance, we don’t mean that acidity, sweetness, bitterness, and body (mouthfeel) are equal. Instead, we mean that these flavor elements complement each other—working together in harmony to create a cup of coffee or chocolate that is nuanced, flavorful, and memorable.
Our focus is on balanced coffee and chocolate flavors where no one element overpowers the others, and the tasting experience is both eye opening and enjoyable.

Why We Love Lighter Roasted specialty Coffee and craft chocolate

Lighter roast levels tend to highlight the most vibrant, complex notes in both coffee and cacao. Lighter roasts preserve what is commonly referred to as origin characteristics—inherent floral, fruity, nutty, or spicy notes—that make each coffee and cacao unique.

If you’re familiar with a coffee and chocolate flavor wheels, many of the desirable characteristics represented there are best experienced at lighter roasts. The darker we roast coffee and cacao, the more those complexities are subdued.

In our experience, as coffee and cacao are roasted darker, those complex notes begin to fade and they begin to loose their distinctive personalities. For most coffees, a medium-dark roast level is as dark as we can roast and still retain inherent flavors that make the coffee unique and special. Cacao follows a similar pattern—darker roasts can obscure its origin-driven flavors, resulting in a more uniform, generic chocolate taste.

Not Every Coffee or Cacao Tastes Better Light

While many in the specialty roasting world prefer light roasts, we know that not every coffee or cacao benefits from it. Some beans actually develop their best, most enjoyable characteristics at a darker roast. Others may have off-notes that can only be mellowed through deeper roasting.

That’s why we take an intentional approach to every batch. We evaluate each lot carefully—tasting, testing, and adjusting roast profiles to bring out the best in every origin.

We Roast for Flavor, Not Blind Adherence to Rules

Sometimes the best way to express the complexity of a coffee or cacao is to offer it in more than one roast profile. At Ketch Coffee Roasters, we often provide both a lighter roast and a darker roast version of the same coffee, allowing you to explore its flavor range. Due to how labor and time intensive chocolate making is, we often are unable to do the same for cacao.

No matter the roast level, our ultimate goal is balanced flavors. For coffee, we prioritize maximizing inherent perceived sweetness over other attributes—a quality that enhances drinkability and ties the flavor profile together.

We Roast to Order—And to Your Preference

We roast small batches of coffee twice a week—on Monday and Thursday evenings—based on orders, ensuring that you always receive freshly roasted coffee. Unlike most commercial roasters, we don’t stockpile roasted coffee. Instead, we focus on freshness and flavor.
Do you love one of our coffees but prefer it roasted lighter or darker? Let us know—we offer custom roast levels for prepaid orders. It’s part of our commitment to offering a personalized, high-quality coffee experience.

Taste is personal. The best coffee is the one you enjoy most, regardless of roast level or origin.