Why Air Roasted?     Before brewing all coffee must first be roasted.  Usually this is accomplished simply by pouring the coffee beans directly onto a tray where they sit for the duration of the roasting process.  With this method though, the area in which the beans touch each other burns, and in turn creates the bitter flavor often associated with coffee. At  Pierce Brothers Coffee Roasters™ they roast their beans differently to prevent the burning and thus the bitter taste.  They roast their beans in a special roaster that keeps the beans in motion during the roasting process. Their Fluid Air Roaster, floats each bean on a bed of hot air and whisks away unwanted chaff which affects the coffees flavor.  Pierce Brothers Coffee Roasters™  are "The Clean Bean™" roasters, and you can taste the difference with each cup you enjoy.