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Abandoning home coffee roasting has come at a price. While green (raw) coffee will easily keep for over a year with little care, it has been shown that roasted whole coffee beans lose a large part of their flavor within two or three weeks after roasting. Once it has been ground, the coffee stales at an even faster rate, and loses its fresh-roasted taste within a matter of hours. Consequently, most cans and vacuum bricks found on the supermarkets shelves contain a product that has long since lost its precious, volatile flavors. The coffee available in the stores today may be of uniform quality and style, but it may be very different from what you like best. For these reasons, Hottop has created a roaster that they believe ensures getting truly fresh coffee, roasted to match your personal preferences and returns to the great tradition of home coffee roasting. More and more people are discovering this, and home coffee roasting is quickly becoming a culinary delight.