Starting back in our very first conversations about Matchstick, we knew we wanted to roast our own coffee. We wanted to roast because we wanted to feel intimately connected to and responsible for our product. We wanted to be partners with the producers responsible for growing the green coffee; and we wanted a deeper connection to the subtle details that so dramatically affect the end product of roasted coffee. Most importantly, we wanted to share this story with others. We’ve learned a lot, too. We’ve learned that roasting coffee is simple; and, that roasting coffee is complicated.