Freshly Roasted Coffee: Better Taste And Good For You Too!
May, 2003 - Toronto "Our customers know we help them get a
fresh-tasting cup of coffee every time they roast and brew their coffee," Derek
Zavislake says. "We're also stressing the health benefits of it, and the response has
been overwhelming!" Derek, co-founder of the Merchants of Green Coffee, is explaining
both what makes his coffee taste so good, and why everything I've heard about the
evils of coffee is as disposable as yesterday's coffee grounds.
Derek, and co-founder and brother Brad, established the Merchants of Green Coffee in
1995 to pioneer returning coffee consumption to its roots: freshly roasted, freshly
consumed coffee. Building on the knowledge of Micahel Sivetz and the Speciality
Coffee Association of America, which defines fresh coffee as coffee roasted and
consumed within five days, and the fact that they were able to source top-quality
coffees from around the world, the brothers have recently introduced a roast-at-home
coffee roaster. This allows consumers to take advantage of coffee's natural
sweetness, and forget the sugar and milk they used to add. It also allows the
brothers to crow about the benefits of freshly roasted coffee.
"Read this," smiles Brad as he passes over a series of articles on the benefits of
consuming coffee. "Freshly roasted coffee, free of artificial preservatives and the
like, contain far less caffeine than your over-the-counter average cup of Java."
Harvard University, it turns out, has proven that coffee with low levels of caffeine
helps reduce the occurrence of gall stones. Moreover, international studies have
concluded that coffee helps reduce the risk of Parkinsons, certain types of cancer and
liver problems.
"It's not some kind of magical cure-all!" laughs Derek. "Its just that people
haven't been exposed to the fact that freshly roasted, freshly brewed coffee tastes
better, and is healthier, too. Of course it is met with scepticism in the public, but
freshly roasted coffee is just as beneficial to the consumer as green tea."
The Merchants of Green Coffee, operating out of their Matilda Street headquarters just
off the Don Valley Parkway, have spent years bringing the fresh taste, and health
benefits, of coffee to coffee lovers across the country.
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