"I'm a fan of Light Roasts, for reasons we will get to." My mind: "It's the acidity"

Very happy to see coffee making an appearance on your channel, and especially delighted to hear about your increasing (and quite correct) obsession with great coffee…

I really appreciate when you don't hide sponsorships and manage to make an interesting video out of it. Cheers!

Great video! Just one scientific note: Caffeine is one of the most stable compounds in nature. It does not degrade at the temperatures used in roasting. It sublimates at 178ºC at atmospheric pressure. However, at the high pressures within the beans during roasting (up to 6 atm), it does not sublimate. As the temperature increases, part of the caffeine is lost to the exhaust gas as it is dragged by the water vapor coming out of the beans. Caffeine is only moderately soluble in water at ambient temperature but its solubility increases to infinity as the temperature is increased to 100ºC. In the 1940s, the caffeine used in Coca-Cola formulation was extracted from the stuff scraped from the coffee roasters exhaust pipes.

Of course it’s not the roast that determines how much energy you get out of it..... *It’s how much you drink.*

I WAS THERE! Adam, great to meet you very briefly the day you filmed at alma. (I had the puppy) blew my mind when I walked in and you were there filming! I went total fan guy mode. I'm honored know Harry, Leticia, and the crew well. Trade Coffee really knows what's up if they chose Alma to be featured. great video!

Interviewing your sponsor for a video is next level

I can attest to the ethics of trade. When the coffee company I worked for fired all of its employees for unionizing and it became clear that they had done so illegally, trade, their biggest contract, pulled them from circulation. It was a big deal for us trying to get some sort of communication from the owners. It was called Augie’s coffee btw

After a cereal video not sponsored by magic spoon, its great to have a coffee video sponsored by trade

“I only recently became a coffee obsessive.” Welcome to the dark side, Adam.

“you can be confident that your beans are ethically sourced...they have to sign a pledge” ahh just like how teenagers did to avoid drugs since 5th grade lol

5:58 There's this brand of instant Vietnamese coffee I used to buy and people thought i was having a stroke because to me it had an aftertaste of popcorn. I'm glad to know I wasn't crazy after all these years

growing up with only public television loaded with mostly infomercials really groomed me into watching stuff like this

idk why but when pumped up kicks randomly started playing at the end I laughed.

i know everyone talks about the smooth sponsor transitions, but this time, i genuinely am not sure where the line is between the video and the sponsor.

"walk on home boy" *Pantera intensifies*

Do you want your coffee rare or well done?

Fun fact: while lighter roasts do indeed preserve more of the polyphenols found in the green bean, they (counterintuitively) also have higher levels of the carcinogenic acrylamides that are formed in non-wet heating processes above 120° Celsius. There is a massive drop in the amount of acrylamides from light to medium roasts, and another drop (albeit smaller) from medium to dark. This is counterintuitive as, normally, longer (dry) heating durations and/or higher temperatures lead to continuous increases in acrylamides (think going from golden to dark brown to black in bread and potato products, golden being a lot healthier for you). If anyone is interested, I can put some links to the studies showing this.

I think you’re the only one here that can make an entire video a commercial and still be entertaining and informative. Cheers.

It's crazy how even his ad videos are really well made and interesting, great job all around and one of my favorite channels and youtubers

“i know that im liking lighter roasts lately” more *acidic* & expressive of the coffee’s original flavors i see

9:16 i did a double take when i heard the music in the background lol great video though, i actually never knew what made light roasts and dark roasts so different

I went to high school about a half-mile from a medium-scale coffee producer in Maine, so I can tell you for sure that coffee roasting doesn't always smell pleasant

Adam your hunger for new knowledge, and tenacious personality makes you one of my favorite KZfaq producers. You're more than just a chef, you're an educator. Glad I found your channel a couple years back. Excellent work! 🍶🍗👉

"there's no competition because the farmer and the chef are married" Adam, are you sure that you're married?

You should really do a collab with James Hoffman. You two are my favourite youtubers of this quarantine!

Ethically sourced? Okay sounds good! "All roasters have to sign a pledge that they are ethically sourced" oh...okay so they arnt then

Only Adam could make a 9 minute ad that I would watch all the way through

I said to my friend "man I can't stop drinking coffee" and he told me "you look like Dave Grohl from the Foo Fighters" and well it didn't fix my problem but I found my new favorite band

As usual you have made a very informative video. I also appreciate the way that you weave your spiel for your sponsors into your stories, there is a level of honesty and frankness in your "I'm advertising here" that I find lacking in many other KZfaqrs.

Alma is in Georgia, so it’s pretty neat that Adam featured a local specialty roaster. I picked up a bag the other week from Alma. Really good coffee!

adam doing coffee stuff is like my two worlds combining in one video.

I figured I'd have the *GROUNDS* for a couple coffee bean puns.. But I'd probably get *ROASTED.*

I find my distinction between dark vs light is if I want something comforting (dark roasts that are familiar to my taste buds) or exploratory (lighter roasts that will challenge my taste buds). Time of day matters, why I'm drinking it (caffeine bump for work or to really savor it) matters, what I'm drinking it with (deserts almost always go with dark roasts for me because the increased bitterness can be a great compliment) matters.

"Roasting is like any other kind of cooking: The more an ingredient is cooked, the more you're tasting the work of the chef. The less it's cooked, the more you're tasting the work of the farmer."

I know it’s an ad, but still spreading coffee knowledge. I love it :)

I like to use white wine rather than water for making coffee

If we have to have ads I wish they were all like this, entertaining and with interesting things to learn

the way you work your sponsor into the video really is magical. I know its an ad but I really do enjoy watching at the same time!

Man I used to think that dark roasts where were its at and then I had a light roast pour over for the first time maybe 5 years ago and I never looked back. Sometimes I'll do a medium roast but I just love the caffeine punch and acidity of a light roast.

This is the kind of sponsored content I love to see!

"I like light roasts for reasons we'll get into later." Me: *sees "more acidic" as a descriptor* I think we all know those reasons, Adam. :DDDD

People around the world should be able to trade directly. The people doing the labor should be able to prosper from their efforts

9:32 Adam gets Thanos snapped out of existence

Adam unscheduled upload? I’m down every day.

I wish Ragusea had addressed brew techniques and temperatures for the types of roasts... maybe recommendations by the roaster... techniques and temps do affect taste

I don’t go to sponsors. Ever. But your honesty in the video and apparent sincerity have made me go there! Thanks for being honest.

Bro it is 2 am in India but I am goona watch your video before going to bed 🙂

Very informative as always. I can finally talk to my parents about coffee using the knowledge I've learned from this video and act like a high-and-mighty adult who knows their stuff.

This comment Is just a suggestion for Adam. In the snow cone video he said he didn't like eating pomegranates and I will admit its hard but I learned this amazing technique where you cut kind of along the rib protrusions that kind of stick out (there are usually 5 or 6 for the ones I get). So now you can spend like 20 or 30 minutes pealing out the seed clumps individually (I find using the sides of your thumb helps) but the much faster method is to hit the skin part with a spoon until the seeds fall out. And this is the part I found most suprising you can eat the seeds, they are actually good for you and they don't really taste like much (unless you juice them, juicing them kind of dissolves some bitter flavors I suspect are from the seed) not to mention they add alot of textural contrast to something like plane yogurt, that's one of my favorite things to eat w/ pomegranate

Great video and visuals with the different stages of roasting. My dad started roasting his own coffee with a DIY build and no matter how much he explained it I never understood the different roasting stages. Now I do!

I would love more coffee content like this! Its very accurate and I'm curious to see how you would approach other things (espresso, etc)

God man your video production level is getting so good! You put together media better than what TV networks are capable of!

Didn't even realize until the end that this video was basically a 10-minute ad Adam is just too clean with it

One of my favorite channels. Thanks for your perspective Adam!

this is perfectly timed with my newly found interest in coffee! Thank you Adam

So what Adam is saying is that he prefers his coffee rare, but you do you.

9:15 I'm happy to see that these farmers also have an amazing taste in music

As I was growing up in Jacksonville Florida downtown their was a roasting facility for Coffee and I remember the smell that we would get as we crossed the bridge to go over into town, how wonderful the smell is of roasting coffee.

This is a great video. Very informative. Also, your sponsorships are probably the best on KZfaq.

Not sure if "walk on home, boy" was meant as a PanterA reference because it sure didn't have that attitude Haha

I'd love to see a similar video for tea. Enjoyed the video thoroughly, and I'm also tired of people asserting that I can't handle "real coffee" because I drink light roasts

These topics are so interesting. There's a whole world of coffee mechanics I didn't even know about

I guy I've known for years roasts coffee for his restaurant and a couple other spots in town. He sources everything from single growers around the world. He's like my very own, local, Trade Coffee. Whenever he sources a new supplier or experiments with new roast, he lets me know if it's one he thinks I'll like. Through him, I've had some great coffees, from Indonesia, Mexico, Ethiopia, Kenya, and several others over the years. He also introduced me to lighter roasts. His light roasted Ethiopian is probably one of the best cups of coffee I've ever had.

I have been using trade for a while it's a great way to check out all these unique roasters across the nation.

This one feels more like an infomercial than a normal video, i.e. there would be no video if the sponsor didn't ask Adam to make it.

9:16 All the other kids with the dark coffee better run better run, out run my mug.

I worked at an industrial coffee roasting facility that made coffee extract. There is nothing like going from green to ground in one day, grinding it and drinking it same day. The freshness and flavor is amazing, and my god you get so much more of a kick from the caffeine when it's that fresh. I got to take home gallon ziplock bags of it, and ended up giving it out as gifts. Everyone loved it. Even at artisanal coffee shops couldn't match the quality of that coffee o made at my house with the grind I brought home from the factory. Boy miss that, worst job I ever had though.

9:32 Mr. Adam Ragusea disintegrates and becomes a higher being

While I can't drink coffee, this very much reminds me of the discussion happening around roasting in chocolate! I'm so glad to see more transparency happening down to the techniques, because there's so much to geek out here. (Though unlike Adam, I sadly can't be converted to coffee - I'm sensitive to even the smell. But I do think the folks working in direct and transparent trade coffee and chocolate are most awesome folks!)

I fell, or rather dove, down the rabbit hole with tea(mostly Chinese) about 2-3 years ago and I feel like it really, really has helped me to understand the basics of other drinks, like beer and coffee, more easily. I think there is a big overlap when it comes to understanding different beverages so skills can be generalized. I will probably never dive quite as deeply with coffee or beer as I have with tea, but I have managed to step up my coffee(and beer) game thanks to the confidence my basic tea knowledge has given me. Maybe some day I'll even try applying this to wine...

"with the zeal of a convert" that's why i trust what adam lays down, he's always careful about the differences between what he knows, what he doesn't know, what he suspects and what he's just learned

Hey Adam! Thanks for the another dose of entertaining content and I'd like to share a video suggestion. You've already made some Indian food recipes pretty long time ago and I'd like to see the sequels. Especially I think the curry topic would be interesting, basically why there is Indian and Japanese versions of curry and how would you adapt them for home cooking. This could serve both as Monday and Thursday types of videos. Hope you have this idea in your future plans or if not, then I'll still see some Indian food history in the future.

"I'm liking lighter roasts lately for reasons we'll discuss later." *shows description of light roast that starts with acidic* That's self-explanatory

Great production job, Adam; great footage, great script, great delivery. Did you do the whole gig? When I was in production in the 90s, we would have had a team of at last four people involved in making something this nice. Your broadcast experience really shows.

Joined Trade Coffee when he first talked about them, and I'm onto my 4th bag. It's was pretty fun to try a light-medium-dark roast and compare the taste profiles. I think I'm definitely a medium roast kinda guy BUT still going to let them send me their recommended roasts! Thanks Adam for helping me find out about such an interesting service!

Would be nice to do a one-time order without having a recurring subscription. I just want to try them out once, see if I like it, and then maybe agree to a subscription. It doesn't seem like that's an option- you only get reoccurring subscription options. I don't want to go through to rigamarole of cancelling if it's not good.

Uhhhhh, finally something good about my country Honduras, it has the best coffee in my opinion.

9:31 I don't feel so good Mr. Stark

"walk on home boy"- You are among the many people who have used that lyric outside of its original context and I am here for it. Anuddah great vid, man.

What a wonderful company Alma is, with a lot of knowledge and passion for coffee! Great to put such amazing people in the spotlight

Keep in mind Adam Ragùsea occasionally does videos on Saturdays, if you’re not aware.

Ever since I lived in Korea I am obsessed with their dark roast Kanu coffee. Before then I would rarely drink coffee and drink it with cream and sugar, and now I can't stand it. The pure roasted flavor is just chef's kiss.

You keep finding amazing and underappreciated craftsmen and entrepreneurs for your videos

Adam Ragusea releases a new video: yay Oh, it's about coffee. I can't stand coffee. It's just nasty bitter dishwater.... Me: It's an Adam Ragusea video, it doesn't matter, I know its going to be interesting anyway, straps in for the next 9:45

This was a wonderfully informative video that really did give some nice info about the roasting process, but Adam - the level of integration of your Trade sponsorship into this video did start to distract me. It allowed me to believe the whole video was just a big ad for Trade, rather than a documentary that happened to be sponsored by a related business. I totally get that there's a line to draw here, but this felt a bit too much like an extended promo spot.

Now after hearing the part about lighter roasts having more of the anti oxidants im thinking i should try to switch to a lighter roast. I havent really liked lighter roasts but i think ill give it a shot. Thank you so much for this video bro your a God send

I signed up for Trade because I saw it in an earlier Adam video and was like eh why not. I have been working from home and really missed getting fancy coffee from the shop near my office in the city. It’s kind of fun, gives me something to look forward too and new things to try. I am not a huge coffee buff but it’s just a nice treat every day.

i like how you smelled the coffee with a mask on. really makes sense

This might sound weird but can you do a video of how to properly/scientifically clean after cooking/eating? How to wash dishes, basically. Should you soak? should you rinse/drain your sponge with cold water? When should you use an iron sponge? Do you have to use soap if there's only cookie crumbs on the plate? Etc.

I'd love to see you try home roasting some time, Adam. I got into it about 2 years ago. I use a dedicated home coffee roasting appliance (around $190; it's basically a fancy, temp-controlled popcorn air popper) and I buy the green beans in small bulk batches (usually 6 pounds at around $6 to $8 a pound). There was definitely a learning curve, but I'm hooked. Every week I roast up a new batch. Sometimes it comes out fairly standard but often it's literally some of the the best coffee I've ever had! Through trial and error I've figured out how to get the medium roast that is perfect for me. I'm surprised it's not something you see very often, as there are so many coffee fanatics and DIY enthusiasts. I buy my beans from green bean coffee vendor websites and some of these at least have fair trade agreements with their sources, though one always wonders about the realities behind those kinds of feel-good certifications. Anyway, hoping to see more coffee content from you! All the best.

Down in Vero Beach, it was fun getting a harvest from a potted coffee bush. I have about two pounds of green beans that I need to roast. It wasn't until I got into Turkish coffee that I got more serious and discovered my roast preferences.

Not sending hate toward anyone here, but signing pledges doesn't do shit. Legally binding documents rarely stop companies from breaking the law.

17 second gang

Great seeing my friends Harry and Leticia in this amazing video. I stopped by there yesterday and picked up 4 lbs on their amazing coffee!

As a Guatemalan (coffee land too) I was jumping of joy about this video. Im so glad about the work Alma is doing. Speaking of coffee, would you attempt cooking with it? There are savory and sweet recipes

Interesting video but I will stick with my black rifle coffee company freedom roast

Once they start loving light roasts, that's when you know they're never coming back. Welcome to the rabbit hole Adam, hope you enjoy yourself on the way down!

Great coincidence, Alma is next on my Trade sub. Looking forward to it!

Adam My grandfather was a clinical professor at Mercer University school of medicine. He was a surgeon for 40 years in Macon but started teaching at Mercer after he retired, and also volunteered at a clinic. He passed away in December but my grandmother still resides in Macon