Coffee is pure magic. It’s a mix of chemistry, craft, culture, and a dash of creativity that makes every cup a little adventure of its own. When all these elements come together, they paint the beans with color, shaping their aroma, acidity and flavor. That’s why each roast level tells its own tasty story.

But no need to overcomplicate things for those buying coffee beans online. We’re here to make coffee knowledge easy and fun, so let’s break it down and explore what makes each roast unique

What Does "Roast" Mean For Coffee?

Think of roasting coffee like baking. In this case, producers take the raw green coffee beans and place them in a roaster at 400 degrees.

How long a bean roasts dictates whether it's light, medium, or dark. Roasting removes the moisture from the bean, allowing the sugars to caramelize and the flavor to develop. Once it reaches the 9-10 minute mark, the beans reach the first crack, which is when we can start to control the flavor and acidity.

The longer the roast, the more the bean takes on caramel or chocolaty (dark roast) notes instead of fruitiness and acidity (light roasts). 

So, by definition, roasting coffee is the act of transforming green coffee beans through heat to develop flavor and aroma.

What Is Light Roast Coffee?

Let's kick things off with light roasts. The first thing to know is that this more delicate hue allows the coffee to preserve specific characteristics that keep the acid and flavor as close to the beans' original characteristics. The result? A cup that’s vibrant, expressive and full of character in every sip."

Here's what to know and what to consider when enjoying a lighter roast: 

Light Roast Coffee Profile

• Best for: Those seeking value, acidity, and origin flavor
• Roasting period: 10-11 minutes 
• Flavor profile: Fruit forward, brighter, citrusy, with some roasts delivering hints of white tea or honey while keeping the blend balanced and acidic
• Acidity: Highest
• Brewing tip: Try a Chemex to highlight the coffee’s clarity and complex flavors
• Recommended coffee: Founder's Blend - Simple and chocolate-forward, with notes of vanilla, cocoa powder and honey.

Find the perfect light roast beans for home >

What Is Medium Roast Coffee?

Medium roasts are the happy middle ground. They’re a perfect balance between the roaster’s touch and the bean’s natural character. They’re a little darker than light roasts, with smoother, richer flavors and a mellow acidity that makes each sip feel extra easy to love. 

If you’re buying coffee beans online, here's how to wrap your head around medium roasts: 

Medium Roast Coffee Profile

• Best for: Daily drinkers, flavor seekers, and those who enjoy a balance of brightness and body
• Roasting period: Around 12–13 minutes
• Flavor profile: Mellow and chocolatey with notes of brown sugar, nuts, or baking spices
• Acidity: Medium 
• Brewing tip: Try a drip brew or French press for consistent flavor with body
• Recommended coffee: Hair Bender—notes of citrus, dark chocolate, and raisin

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What Is Dark Roast Coffee?

The whole 'light vs. medium vs. dark roast' debate could keep coffee lovers chatting for hours, but here’s a fun tidbit to toss into the conversation: dark roasts are actually the least acidic of the trio. That extra time in the roaster gives them their bold taste while mellowing out the acidity.

Here’s what to share with your friends about dark roast coffees: 

Dark Roast Coffee Profile

• Best for: Coffee drinkers looking for bolder flavors with less acidity 
• Roasting period: Around 14–16 minutes 
• Flavor profile: Full-bodied and robust flavors with notes of dark chocolate, toasted nuts, caramel, and smoky undertones
• Acidity: Lowest
• Brewing tip: Use a French press or espresso machine to highlight depth and flavor
• Recommended coffee: French Roast—big and smoky, but never burnt

Find the perfect dark roast beans for home >

How to Choose the Right Stumptown Coffee

Coffee is an adventure. Each roast delivers an experience worth discovering, particularly for those with a growing interest or those shopping for whole bean coffee online.

Many of our coffees blur the lines between traditional roast levels, crafted to strike a perfect balance of flavor and sweetness. Ultimately, our mission is to help you discover the cup that makes you happiest, offering a variety of profiles so you can find your ideal match.

Want to experience all the coffee roast levels yourself? Continue your coffee expedition by curating each color with a curated coffee subscription to taste the differences between coffee roasts at home.