Roasting premium coffee is a little like baking bread - you could bake a thousand loaves at a time in a giant oven, using the cheapest flour you bought at the lowest possible price. Or, you could drive out to the country and actually meet your wheat farmer, see how he grows and harvest his crop, and arrange with him personally to ship you exactly the wheat you want. Then, you use that wheat to carefully bake bread, just a few loaves at a time. It works for baking, and I'm sure after one taste of our coffee, you'll agree that the extra care we've put into the entire process makes it worth it for coffee, too.