Whole beans maintain their freshness much longer than purchasing ground coffee. Once coffee is ground, the clock is on. After 48 hours most of the oils have evaporated and the flavor has left your bean. So to ensure your coffee retains its flavor, the best way to enjoy coffee is to purchase whole bean coffee and grind it yourself, just before brewing.
As craft roasters have popped up, more people are discovering the amazing flavor and freshness that comes from fresh roasted coffee and grinding coffee at home.
If you grind it yourself, it is wise to invest in a good “burr” coffee grinder. Read more here.