There are hundreds of documented ways to roast coffee, but Loma's philosophy is to think of every coffee as unique: Regions, density, and varietals . The process is a long one, with lots of sensory evaluation or 'cupping' the coffee, which is all done prior to the production roasting. We do not have a standard or preprogrammed roasting computerized algorithm - instead we respect the fact that every single coffee seed was hand picked and unique. Every bag of green, or raw, coffee is different from the rest. We use our eyes, nose, ears, and vibes to dial in a perfectly consistent roast. It is a never ending adventure... For us, nailing the coffee's perfect roast means seeing a spark in a customer's eye when they connect to the notes and smile broadly.