The difference comes down to roasting and the quality of the beans: slow and controlled for artisanal, fast and standardised for mass-market.
Artisanal roasting is all about taking things slowly and staying in control of the process. Our coffees are hand-roasted in small batches, always by the same Italian master roasters. This approach is based on responsiveness and intention: it allows the roaster to work with the coffee, rather than against it.
The aim of an artisanal roaster isn’t simply to roast coffee “correctly”, but to bring out the best in each coffee according to its density, moisture content, processing method and aromatic potential.
The Italian coffee you typically find in supermarkets is produced on a much larger scale, using very fast roasting methods designed to create a standardised, consistent flavour profile, with an emphasis on bitterness and intensity. Mass roasting is built around efficiency, speed and volume.
The difference between the two approaches is anything but subtle. Taste it for yourself!