Industrial roasting, noun, also hot air process: For reasons of cost, the largest coffee brands are shock-roasted in huge processors for 2-5 minutes (as a comparison: our drum roasting takes at least 11 minutes). The effect: The beans are not able to be roasted evenly, meaning they are not fully roasted on the inside and potentially slightly burnt on the outside. Flavors are thus prevented from fully developing and even the chlorogenic acids that are hard on the stomach aren’t broken down. This has been the reason for the previously bad reputation that filter coffee had.
