The Art of the Roast

Welcome to For the Love of Coffee! A weekly blog about all things coffee exclusively for the staff of Vienna Coffee.

Today we will be discussing the subject of coffee roasting. Roasting is both a science and an art. The myriad of chemical processes (science) that take place during the heating up and cooking of green coffee are the elements responsible for the flavors which result. However, it is the skill and experience of the roaster (art) which guides these changes. Factors such as “charge”, “drop temp”, “dry end”, “Maillard phase” “rate of rise”, “first crack” and “development phase” all come into play when roasting coffee. It is the Roasters themselves who have ultimate control over these elements and the timing and duration of each phase in the roasting process which determines the complex and astonishing flavors which result.

Here at Vienna Coffee Company, we purchase only the highest-quality Arabica green coffee (for an in-depth review see my previous blog post - Coffea Arabica - the unstoppable bean). Fresh, high-quality green coffee is essential for a skilled Roaster. In essence, it is the medium for the art they are going to create. Low-quality beans can never produce exceptional coffee, just as low-quality ingredients limit what a chef can accomplish. On the flip side, high-quality beans do not necessarily guarantee a high-quality result either. This is determined by the Roaster’s ability to bring out the unique character and flavors of each type of coffee.

Vienna Coffee founder John Clark roasting on the original “Red Roaster” which started it all.

Below is a very brief synopsis of the coffee roasting process.

  • Green coffee is weighed to a precise amount before being dropped into the heated coffee roasting drum. This coffee weight is called the “Charge” and the temperature of the roaster at the time of the drop is called the “Charge Temperature’.

  • For the first 1 - 2 minutes in the roaster, the coffee is absorbing the heat from the roaster (endothermic stage), and the roaster’s internal temperature drops. At the “Turning Point” the coffee and roaster temp equalize and the coffee begins to heat up.

  • For the next 5 - 8 minutes the coffee is in the “Drying Phase” when all the moisture in the green coffee begins to heat up and the coffee begins to lose its pale green color and begins to take on a soft yellow hue. This is called the “Dry End” point of the roast.

  • From this point, the coffee will enter the “Browning” or “Maillard Phase” when it begins changing from yellow to “cinnamon” color, to ever-darker shades of brown. It is during this time that many chemical reactions are taking place inside the coffee bean and steam and various gases are released. This is when it is important for the roaster to closely monitor the “Rate of Rise”, or the speed at which the coffee is heating up. Too quickly can result in a burnt, or under-developed tasting coffee. Too slow and it can result in a baked or flat-tasting coffee with little acidity or character.

  • When the coffee beans reach a temp of around 400 degrees the remaining water energy in the form of steam inside the coffee releases suddenly in an event called “First Crack”. This is an audible “popping” sound and it causes the coffee bean to expand, sometimes even doubling or more in size! At this stage, the coffee beans themselves begin to give off heat that they have been absorbing during the entire roast (exothermic stage). It is also at this point that the “Development Phase” begins.

  • The “Development Phase” is responsible for most of the flavors ultimately experienced in the cup. This is where sugars are caramelized, aromas are developing, acids are breaking down, and coffee oils are produced. Stopping the roast at the desired roast degree is critical to how the coffee will ultimately taste in the cup. Too light, and it can taste grainy and highly acidic (think unripe fruit), too dark and it can taste smoky and burnt. If the development phase continues on to reach a very dark roast stage there will be a “second crack” which occurs. Coffees roasted to second crack are very dark and bold with little acidity or original variatel charachteristics left. Finding the sweet spot for each type of coffee is the roasters ultimate goal.

  • The final phase of the coffee is the “Cooling Phase” when the coffee is released from the roaster into a cooling bin that stirs the coffee and blasts cool air through it to stop the roast. It is very important that the roast be stopped quickly because the beans will continue to cook themselves and ruin the profile if not cooled immediately.

Various stages of roast degree from green to dark roast (sometimes called Vienna Roast or the darker French Roast)

I hope that this gives you some basic insights into what goes into the roasting of green coffee. All employees are welcome and encouraged to visit the roastery and observe our Roast Master, Trace Johnson during roasting times to learn more about the process and see it all happening in real time! It is very enjoyable and satisfying to bring coffee from its original state as a tasteless, dense, and unpalatable green seed to the wondrous and endlessly fascinating product we know as COFFEE!!

It’s a GREAT day for Coffee!

~Matt~

The Cupping Table - You're Invited!

Welcome to another edition of For the Love of Coffee! A weekly blog about all things coffee exclusively for the employees of Vienna Coffee. This week’s post will be about the all-important quality control that is “coffee cupping”.

Here at Vienna Coffee QUALITY is what we do! We start by sourcing the highest-rated green coffee beans we can find, then we custom-roast them to bring out the unique flavor characteristics of each origin, and finally, we cup each coffee to ensure taste and quality. But what exactly does “cupping” coffee mean? And what is its purpose? Let’s start by talking about exactly WHAT I mean by “cupping'“ coffee.

200 degree water is applied to freshly ground coffee

Cupping coffee is simply a method of precisely brewing and tasting coffee. Cupping involves very tight controls so that we can isolate any defects, determine flavor notes for a particular bean or blend, and ensure the quality and consistency of the coffee. This is done by grinding a very specific amount (11 grams) of coffee, placing it in small bowls, and pouring 200-degree water over the grinds. Four minutes after the water is applied to the grounds we start by “breaking the crust” that forms on top of the coffee. This releases a burst of aromatics and we get as close to the cup as possible to experience as much of the aroma as possible. This is the first indication of the tastes that will be experienced in the cup.

Step two is to taste the coffee. We use specially-shaped spoons when tasting the coffee which are basically soup spoons that are round in shape and make it easier to “slurp”. The slurping of the coffee helps to aerate the liquid and better distribute it across the palate. We then try to identify any negative flavors (hopefully there are none) and any unique flavor notes we perceive in the coffee such as fruit, chocolate, nuts, floral, spices, or any of the hundreds of tasting notes that can be found in coffee. The Specialty Coffee Association has developed a coffee tasters wheel that can help identify a large number of “notes” which are found in coffee. It is by no means a comprehensive table, but it will identify all of the most common flavors found in coffee. We record our perceptions and notes for each coffee.

For a great, free coffee flavor app available on Google Play click here

Coffee cupping sessions are open to all employees and are encouraged to help you develop your palate and a deeper knowledge of coffee. We schedule them regularly on Tuesday and Thursday mornings at 10 am upstairs in the coffee lab, and anyone is welcome to attend. Just make sure to check with me first so I know you are coming in case the session is delayed or canceled.

It’s a GREAT day for Coffee!

~Matt~

Introducing January's featured coffee - Guatemala Finca San Jeronimo Miramar

Today’s staff blog will focus on the featured coffee for January 2023 - Guatemala Finca San Jeronimo Miramar.

This delicious coffee is sourced from a coffee farm located on a literal volcano in the Atitlan region of Guatemala called Volcan De Atitlan. The coffee farm is located between 700 - 2,600 meters above sea level, and coffee is grown between 800 - 1,600 masl. The tropical climate of this region is perfectly suited to grow coffee and receives abundant rainfall year-round.

Volcan De Atitlan, Guatemala - Image Credit: Arian Zwegers from Brussels, Belgium, CC BY 2.0 via Wikimedia Commons

The farm has been owned by the same family for over 100 years and produces coffee, exotic tropical fruit, honey, and a variety of dairy products. The farm’s natural fresh-water springs feed the farm’s water supply and provide hydroelectric power to all the farm’s processing facilities. Owners, Georgio and Gina Brassani treat the environment, their employees, and their community with a deep level of care. A large portion of the farm is a nature preserve that protects a number of native species, and they have a lab on-site to research natural methods of reducing fungi and pests in coffee production!

After the fruit of the coffee cherries has been removed, the coffee beans are put through a washing process and then spread out on cement patios to dry before being bagged and shipped to our roasting facility in Maryville.

Guatemalan coffees are known for their full-body, chocolaty notes, and rich toffee-like sweetness. The coffee grown in the Antigua and Atitlan regions is categorized as strictly hard bean (SHB) and features a pleasant floral acidity and mild spice. We carefully roast this specialty coffee here at our Maryville facility to bring out the best flavors and aromas possible for our customers. We source this coffee from our partner business Deeper Roots Coffee in Cincinnati. Deeper Roots owner, Les Stoneham has developed a producer/roaster relationship with the farm and is able to source the highest quality beans from each year’s lot production.

Les Stoneham - Owner of Deeper Roots Coffee leads a coffee cupping at the Finca San Jeronimo farm in Guatemala.

I have recently updated the roasting profile for this outstanding coffee to highlight more of its incredible chocolate and dark fruit notes. The roast degree is considered Med-Light and the tasting notes on the bag have been updated to Dark Chocolate, Black Cherry, Almond

We are fortunate to have access to this limited-supply coffee and I am excited to highlight it as our featured coffee for the first month of the New Year!

It’s a GREAT day for coffee!

~Matt~

Whats in a Bean?

Welcome to “For the Love of Coffee” - a weekly blog about all things coffee exclusively for the staff of Vienna Coffee!

I hope you all had a wonderful Holiday and are ready to celebrate the dawning of a brand-new year! I can’t believe how fast the past year has flown by. 2022 was a year of BIG changes for me and my family with a move, new jobs, and new challenges. I look forward to the New Year and working side-by-side with all of you as we seize new opportunities, conquer challenges, and soar to new heights as we grow the Vienna Coffee brand to reach more coffee lovers than ever! It’s going to be a GREAT year for coffee!

The humble green coffee bean - a power-packed seed contains a world of aroma and flavor possibilities

Today’s blog will be short and sweet. What’s in a coffee bean? Have you ever wondered about the physical composition of a coffee bean? Perhaps not, but you may be surprised to learn of the amazing amount of organic materials, chemical compounds, sugars, oils, and other physical properties. A single coffee bean has more than one million cells made up of over 850 variable known compounds that appear during the roasting process.

Just a few of these volatile properties are:

  • Water (around 11% in green coffee) - moisture content in green coffee is responsible for the coffee’s ability to withstand the high heat applied during roasting. After roasting there is less than 2% moisture left in the coffee. The weight of the coffee is reduced by around 20% from pre to post-roast.

  • Sugars (6-9%) - mostly Sucrose provides sweetness in the cup and also contributes to the coffee’s acidity.

  • Lipids (16%) - contribute to coffee’s aroma and mouthfeel.

  • Proteins & Amino Acids (10-13%) - interact with sugars during roasting causing the browning of the coffee known as the Maillard Reaction, which contributes to coffee’s bitter-sweet, roasty, meaty and baked aromas.

  • Caffeine - around 1% of green coffee weight, but contributes to 10% of the bitterness experienced in brewed coffee.

  • Organic Acids - primarily chlorogenic acids (7-10%) which contribute to coffee’s acidity, bitterness, and astringency.

  • Aromatic compounds - over 200 aromatics in green coffee explode to more than 850 in roasted coffee making the humble coffee bean one of the most complex aromatic and sensory-stimulating beverages in existence!

Take time today to enjoy a delicious cup of Vienna coffee and pause a moment to enjoy all of the wonderful aromas, tastes and sensations that the humble coffee bean provides us each and every day.

It’s a GREAT day for coffee!!

~Matt~

Coffea Arabica - the unstoppable bean!

Welcome to the second edition of “For The Love of Coffee”, a new Vienna Coffee staff-only weekly blog about all things coffee! For those of you who may have missed the first blog and would like to read it, you can find it here.

In today’s blog, I would like to spend just a few minutes talking about a product that has changed the world, given rise to empires, created entire industries, and generated its own unique cultural impact all over the globe: the humble coffee bean.

The term “Coffee Bean” is a bit of a misnomer. What we refer to as coffee beans are really the seeds of a cherry-like fruit that grows in tropical climates around the world in an area around the equator often referred to as the “Bean Belt”. It is in this narrow belt that all of the coffee production in the world is grown. Coffee bushes can only grow in warm, tropical climates and the best coffees require higher elevations to develop the unique cup characteristics required of high-end specialty coffee.

The official botanical name of the plant which produces the coffee we consume each day is “Coffea Rubiaceae”. There are two main species of coffee this plant produces that are grown commercially - Arabica and Robusta. In general, Arabica coffee is far superior in taste and quality to Robusta coffee, however, there are some Robustas that are of high quality, and some Arabicas that can be of low quality, so much of the question of quality comes down to the way the coffee is grown, harvested, processed and how it is roasted. Arabica coffee represents about 60% of all coffee production worldwide and is what we at Vienna Coffee purchase and roast here at our Maryville location. Arabica coffee is grown at higher elevations which are required for the fruit to develop more slowly and create a superior-tasting coffee. Arabica coffee is known for its complex character and quality, sweetness, lively acidity, and a variety of flavor notes including floral, fruit, chocolate, and nuts. Within these broad tasting categories lie hundreds of more subtle tasting notes. Arabica coffee is more difficult to grow, takes longer to develop, costs more in the marketplace, and is the only type of coffee we purchase here at Vienna Coffee (with the exception of a bag of Robusta here and there to add to a couple of our espresso blends because of Robusta’s crema-producing quality).

Difference between Arabica and Robusta

Starting from it’s discovery around 700AD the humble coffee plant has traversed the globe (a topic for a future blog post :) and become a cultural staple and a daily ritual for untold millions. Here at Vienna Coffee Company we carefully source and roast only the finest Arabica coffees from around the globe. We only purchase coffee that has a standard industry cupping score of 85 points or higher. A score of 85-90 points is considered “Excellent” by specialty coffee industry standards. You all play a vital role in crafting and serving this beautiful product to our customers each and every day. Vienna Coffee House has raised the bar for coffee standards in Maryville and beyond, and you all are the reason!

It’s a GREAT day for coffee!

~Matt~

Coffea Arabica - the unstoppable bean!

Welcome to the second edition of “For The Love of Coffee”, a new Vienna Coffee staff-only weekly blog about all things coffee! For those of you who may have missed the first blog and would like to read it, you can find it here.

In today’s blog, I would like to spend just a few minutes talking about a product that has changed the world, given rise to empires, created entire industries, and generated its own unique cultural impact all over the globe: the humble coffee bean.

The term “Coffee Bean” is a bit of a misnomer. What we refer to as coffee beans are really the seeds of a cherry-like fruit that grows in tropical climates around the world in an area around the equator often referred to as the “Bean Belt”. It is in this narrow belt that all of the coffee production in the world is grown. Coffee bushes can only grow in warm, tropical climates and the best coffees require higher elevations to develop the unique cup characteristics required of high-end specialty coffee.

The official botanical name of the plant which produces the coffee we consume each day is “Coffea Rubiaceae”. There are two main species of coffee this plant produces that are grown commercially - Arabica and Robusta. In general, Arabica coffee is far superior in taste and quality to Robusta coffee, however, there are some Robustas that are of high quality, and some Arabicas that can be of low quality, so much of the question of quality comes down to the way the coffee is grown, harvested, processed and how it is roasted. Arabica coffee represents about 60% of all coffee production worldwide and is what we at Vienna Coffee purchase and roast here at our Maryville location. Arabica coffee is grown at higher elevations which are required for the fruit to develop more slowly and create a superior-tasting coffee. Arabica coffee is known for its complex character and quality, its lively acidity, and notes of fruit, chocolate, and nuts. Within these broad tasting categories lie hundreds of more subtle tasting notes. Arabica coffee is more difficult to grow, takes longer to develop, costs more in the marketplace, and is the only type of coffee we purchase here at Vienna Coffee (with the exception of a bag of Robusta here and there to add to a couple of our espresso blends because of Robusta’s crema-producing quality).

Difference between Arabica and Robusta

Starting from it’s discovery around 700AD the humble coffee plant has traversed the globe (a topic for a future blog post :) and become a cultural staple and a daily ritual for untold millions. Here at Vienna Coffee Company we carefully source and roast only the finest Arabica coffees from around the globe. We only purchase coffee that has a standard industry cupping score of 85 points or higher. A score of 85-90 points is considered “Excellent” by specialty coffee industry standards. You all play a vital role in crafting and serving this beautiful product to our customers each and every day. Vienna Coffee House has raised the bar for coffee standards in Maryville and beyond, and you all are the reason!

It’s a GREAT day for coffee!

~Matt~

A weekly blog about all things coffee, exclusively for employees of Vienna Coffee company


Welcome to For The Love of Coffee!

This is the first-ever edition of a new weekly Vienna employee-only blog. Each week I will bring you useful and current information about all things coffee, especially as it relates to you as a valued team member here at Vienna Coffee. I hope you find it educational, inspirational, and at times entertaining! :) ~Matt

In this week’s blog, I would like to focus for just a few minutes on what makes the Specialty Coffee Industry (the one we all work in every day) so special. Here are just a few of the hundreds of reasons why what YOU do every day makes such a big difference in people’s lives here in your community and around the world.


Vienna Coffee founder John Clark on an origin trip to Ethiopia in 2016

  • Coffee is the second-largest traded commodity in the world, second only to Oil in trade volume. Indeed, that humble cup of coffee you serve our customers every day is the end result of a worldwide chain of people beginning with the coffee farmer right down to YOU, all contributing to produce this amazing beverage. In fact, you are the final link in a chain of hundreds of people whose life’s work is to bring the highest-quality coffee they possibly can to market for only one reason: the enjoyment of others. You are VERY important in this chain!

Cafe’ Feminino is a woman-owned cooperative with farms in 9 different growing regions around the globe. Vienna Coffee is proud to offer coffees affiliated with this fantastic organization. Learn more


  • The Specialty Coffee Industry provides a living for hundreds of thousands of people all over the world making it possible for them to live, and raise a family while providing a product or service of which they can be proud and that brings joy to others. While coffee as a commodity has been around for thousands of years, the specialty coffee business is still in its relatively early stages. It could be argued that Starbucks started the specialty coffee industry in America. Starting in 1971 in Seattle, WA, Starbucks rose to a multi-million dollar business by the late 80s through strategic targeted expansion and in 2021 had over 383,000 employees. Since those early days of Specialty Coffee, tens of thousands more coffee shops of all sizes and shapes have opened their doors, including the first Vienna Coffee House on High Street in Maryville in 2010. The Specialty Coffee Industry is projected to continue to grow at an incredible annual rate of 9.2% through 2026. You are in good company, in an industry well-positioned for continued growth and opportunities!

You can be proud to work for Vienna Coffee Company (VCC) knowing that we support dozens of charitable organizations and projects in your community. This list includes:

in addition to several more worthy organizations. VCC also regularly gives away a number of food and product overages to local charities and food banks. You all play a very important role in our continued ability to support all of these great local causes.

VCC Roastery employee Patrick Devillier loads donations into the Second Harvest truck for local distribution to help needy families.


As I hope you can see, YOU play an extremely valuable role in a very special company within a very special industry! I for one am grateful every single day to be a part of such a wonderful local business that is making an impact both locally and globally. I hope you feel the same! :) ~Matt