The coffee-roasting process is truly an art form and is one of the many things I enjoy about this line of work. It allows me to explore the potential of the beans and to control their resulting quality and flavor profile. I believe this process to be a most delicate one as it requires my full attention. The process may seem simple, but my eyes, ears, and nose do a lot to observe the color changes of the beans, to listen to the cracks as they roast, and to analyze their scents as the beans undergo these intense chemical changes. Every coffee-roasting session always offers me something new to play around with. It takes about 10 to 12 minutes to roast one batch of coffee. At The Hub Coffee, our beans are roasted to perfection 3 to 4 days a week to ensure maximum freshness. - Nicholas, coffee roaster & founder of the hub #thehubcoffeeroaster #thehubcoffeemalaysia #premiumcoffeebeans #specialtycoffee #coffeeenthusiast