This coffee gets is distinctive flavor from the way it is roasted — no other coffee demands more attention from our roasters. French Roast is roasted at a higher heat, for a longer period of time to create blunt, smoky flavors. Because of this, French Roast is comprised of the highest quality Latin American beans in order to withstand the intense heat — inferior coffee would be totally consumed by the heat. It takes an adventurous palate to appreciate this coffee — if you are a connoisseur of a deep dark roast, expect to love the sturdy, assertive flavor of French Roast.