PurE Coffee is organic, shade-grown, fairly traded coffee and lightly roasted in small batches.PurE Coffee is roasted using a special air-roasting process that results in evenly browned and aromatic beans. This process, unlike the drum roasting of mass produced coffee, does not result in any smoke or scorching that might leave carcinogenic residue on the coffee beans.Air-Roasted Coffee preserves coffee"s beneficial nutrients.Whole bean coffee retains its freshness & potency longer. Ground coffee begins to go stale within hours, even when stored in a sealed container. For maximum freshness, store your beans in a sealed container in the freezer and grind just before use.PurE Coffee Beans are organically grown so there are no chemical residues that are detrimental to your health. PurE Coffee is Fair Trade and shade grown, which is better both for the quality of the coffee and the long-term health of the soil.