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Did you know coffee is a fruit? Carefully storing fresh coffee can enhance its flavor and extend its life. Typically, fresh roasted coffee is at its freshest 2-14 days after it has been roasted. It is ideal to store whole bean coffee in an airtight, food-safe container or bag that is kept in a cool dark place. After 10-14 days, coffee will begin to get stale and flavors will dissipate, leaving you with a bland, stale coffee the further off roast it is. Encourage customers to buy less coffee more often.