"Coffee beans are roasted before being ground."
A green seed is transformed into an aromatic and flavorful bean through roasting. Because of the caramelization of sugar and the use of darkly roasted beans, "the result is a darker and more bitter cup".
Green beans have seed structures that are dense and compact. The coffee undergoes a physical transformation both inside and outside of the roaster, though this transformation is not as dramatic, it changes the physical alterations during the process.
Oxygen exposure is required before beans become oily. Oil is produced as soon as a bean is roasted to the point of cracking the internal shell and releasing CO2. A dark roast will obliterate any lingering notes of these fruits and vegetables.
It is common practice to use clarified butter and sugar as pre-roasting oils when preparing "butter roast" coffee. The husks of the beans turn caramelized during roasting.
The gasification of water occurs as the temperature rises during the roasting process because of the increased pressure inside the beans. Carbon dioxide emissions are primarily to blame for the gas buildup. As the porosity rises, the beans become less dense and more soluble, making them easier to grind and consume.
It is common in Vietnam to add a small amount of sugar and/or salt to Vietnamese green beans before roasting them. Low-temperature roasting for extended periods yields a deep, dark flavor that is not burnt. A slow drip brew is said to produce caramel flavors that are full-bodied, sweet, and well-balanced.
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OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).