So, what's the big deal with fresh roasted coffee? The difference is huge the results are better. The flavor and Aroma of coffee that is only a few days old compared to coffee that was in transit and shipped to stores and local Brewing companies that could be up to a month old or more. Also, if you have just bought that month old coffee how long is it going to take for you to drink that bag down? My thought is roast on demand when the customer orders, ship it in a 12-ounce bag instead of a 16 oz to reduce shipping costs to the customer, have less to go bad and ship it as quick as possible so they can enjoy the best that coffee has to offer Fresh Off The Roaster!