Why Great Decaf Still Doesn't Sell

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In this episode, I explore the often-overlooked world of specialty decaf coffee and why it deserves more attention from coffee enthusiasts. I start by brewing and tasting a decaf coffee I roasted four to five days ago, comparing it through both cone-shaped and flat-bed filters to understand how this misunderstood category of coffee performs. I share my honest thoughts about the lingering stigma around decaffeinated coffee—how most people's early experiences with terrible decaf have turned them away forever—and why that's a shame when modern specialty decaf can be genuinely delicious.

Throughout the episode, I reflect on my own journey from being a caffeine-chasing coffee drinker to someone who values flavor above all else. I discuss the subtle hints of processing that remain in decaf, compare it to other highly processed coffees like anaerobics, and question why so few people actually purchase decaf even when it tastes good. I also reveal my decision about whether to keep offering decaf on my website and challenge listeners to reconsider their relationship with decaffeinated coffee. By listening to this episode, you'll gain a roaster's perspective on the commercial realities of specialty decaf and learn why flavor-focused coffee drinkers might be missing out on a whole category of coffee that's better than alternative beverages like mushroom coffee. You'll also discover what to actually expect from quality decaf and whether the taste versus caffeine debate matters as much as we think it does.

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