Why Rate of Rise is a bad reference point for optimizing flavour in coffee roasting

As a consultant and trainer, I’m constantly confronted with the concept of Rate of Rise as a superior reference point for improving roast profiles. With our scientific background and strong commitment to only use concepts that are explicitly helpful for coffee roasters to create successful products for customers we have to speak up about the misleading nature of how Rate of Rise often is obsessed by by students all over the world. It is the single most discussed concept that I have to handle ...