At Fiji Wild Coffee, we’ve chosen to stick to medium roasts—and there’s a reason for that.

When it comes to coffee, the roast plays a huge role in shaping the flavor in your cup. From the bright acidity of light roasts to the smoky richness of dark roasts, every roast level has its own unique character.

Let’s explore the differences between roast levels and why we believe medium roast is the perfect way to showcase the bold, wild flavors of Fiji’s coffee.

Spectrum of Coffee Roasts

Light Roast:

• Flavor: Bright, acidic, and tea-like with fruity or floral notes.
• Roasting Process: Lightly roasted beans are heated just enough to reach the “first crack,” preserving more of the bean’s original characteristics.
• Best For: Highlighting the bean’s origin and unique terroir.

Dark Roast:

• Flavor: Rich, smoky, and often bittersweet.
• Roasting Process: Dark roasts are heated beyond the second crack, caramelizing the sugars in the bean and often muting origin flavors in favor of roast flavors.
• Best For: Lovers of bold, heavy-bodied coffee.

Medium Roast (Our Sweet Spot):

• Flavor: A balanced profile that combines the best of both worlds—smooth, sweet, and full-bodied, with just a hint of acidity.
• Roasting Process: Medium roast beans are roasted just past the first crack but before the second crack, creating a harmonious blend of natural bean flavors and caramelized sweetness.
• Best For: Coffee drinkers who enjoy depth, complexity, and versatility in their cup.

Why Medium Roast?

At Fiji Wild Coffee, we believe coffee should celebrate its origin and the environment it comes from. Here’s why medium roast is our roasting method of choice:

1. Preserving the Essence of Fiji’s Wild Coffee
   Our beans are wild-harvested in Fiji’s lush forests, giving them a bold, natural character. Medium roasting allows us to showcase the unique flavors of Fiji—smooth chocolate notes, subtle floral undertones, and a hint of brightness—without overpowering them with roast-heavy flavors.
2. Striking the Perfect Balance
   Medium roast is the sweet spot for balance. It maintains enough acidity to highlight the bean’s origins while also caramelizing the sugars for a sweet, rounded finish. The result? A coffee that’s flavorful, approachable, and perfect for any brewing method.
3. Versatility in Your Cup
   Whether you’re brewing a pour-over, French press, or espresso, medium roast adapts beautifully. Its balanced flavor profile ensures a consistent and enjoyable experience, no matter how you like your coffee.
4. Approachable for All Coffee Lovers
   Medium roasts are a crowd-pleaser. They offer the complexity that connoisseurs appreciate, while still being smooth and approachable for casual drinkers.

How We Roast

Our roasting process is guided by precision and care, ensuring that each batch of coffee reflects the best of what Fiji’s beans have to offer.

• Small Batches: We roast in small batches to maintain quality and consistency.
• Sustainability: Every step of our process, from sourcing to roasting, prioritizes sustainability and the health of the communities we work with.
• Flavor-Driven: We stop roasting at the exact moment that the beans’ natural flavors shine brightest, avoiding over-roasting that can mask the coffee’s origin.

Perfect for You?

Whether you’re starting your day with the bold foundation of Base Camp, fueling creativity with Flow State, or enjoying the vibrant energy of Superbloom, our medium roast coffees are crafted to bring out the best in every moment.

They’re approachable, versatile, and rich in flavor—just like the adventures they fuel.