Atlas Power Coffee

Leadership in freshness - we set the standard

Storage and Freshness

Leadership in freshness

We set the standard in fresh coffee by being the first company in New Zealand to stamp the “Roasted On” date on every bag of coffee. This information is your benchmark for freshness: all coffee begins to age from the moment it is roasted.


It is of the upmost importance that, going to the effort to travel to your local roaster to pick up your roasted-on date stamped bag of coffee, you store it in the correct way.  This begins with the transport of your coffee from the roastery to your home.  As the essence of coffee flavour is bound up in the volatile coffee oils, leaving it in your car for any length of time, particularly on a hot day will release these oils to the atmosphere and not make their way into your cup.  So the rule is to pick up your coffee last and transport to your home quickly.

A very commonly asked question is whether or not to store in the fridge or freezer or a cupboard. The answer depends on a few factors including:

  • What preparation method you choose
  • Whether your coffee is whole bean or ground
  • The length of time from purchase to consumption

Generally it is recommended that coffee, whether whole bean or ground, be stored in an “air-tight” container in a cool dry cupboard.  

You can store whole bean coffee in the freezer if you are going away for a period of time.  However, as moisture is the enemy of fresh coffee, never thaw the coffee before use; rather simply take the beans out of the freezer and grind frozen to use.

There is no circumstance to store coffee in the fridge.  Moisture in the air will deposit on the surface of your coffee as condensation and this along with any fridge odours will ruin the taste.

Overall, regardless of storage method, you should try and purchase an amount of coffee based on consuming it within ten days.  Abide by this rule and you will be drinking coffee with maximum flavour and delicious in taste.