The key to the flavour of any coffee bean is the roast. We have perfected this process. Serious Coffee brews great coffee because it is a “just in time roaster”. Because we are located only on Vancouver Island, the coffee in our cafes is roasted only when ordered then delivered the next day. Also, we don’t flame-roast our beans but have chosen to air-roast removing the bitter, burnt taste often associated with flame-roasting.