Purity | Protect | Whole Coffee Beans | 340g

Each season, high-altitude Arabica beans are lab tested from farms around the world to identify coffees that meet Purity’s strict standards. Less than 1% of coffees globally qualify.

The 5 Criteria of the Purity Health Profile

• Always Organic
  Grown using approved organic methods that support ecological balance, biodiversity, and soil health.

• Near-Zero Defects (Specialty Grade)
  Defective beans can harbour microorganisms, toxins, or roast unevenly. Purity begins at specialty grade and removes remaining defects to prioritise health, not just taste.

• Free From Mould and Mycotoxins
  Unlike most coffee, Purity tolerates zero mould or fungus spores at any stage. Beans are routinely lab tested to ensure they are free from contamination, without relying on high-heat roasting that destroys beneficial compounds.

• Sustainably Sourced
  Supporting farmers, protecting ecosystems, and maintaining long-term agricultural viability are integral to Purity’s sourcing standards.

• Exceptional Taste
  Industry-recognised cuppers select the best-tasting coffees from those that meet the full health profile.

Less than 1% of coffees meet all five criteria. All Purity Coffee is specialty grade, but not all specialty grade coffee meets Purity’s health standards.

Once coffees pass the health profile, they’re tested to identify those highest in antioxidants and lowest in compounds linked to health concerns.

Each batch receives a custom roasting profile designed to:

• Maximise chlorogenic acids and other antioxidants

• Reduce acrylamide formation

• Avoid over-roasting that can create harmful PAHs

Purity does not under-roast or over-roast. Roasting curves are analysed and tested to strike the optimal balance between health, safety, and flavour.

Every roast is evaluated, documented, and refined, ensuring consistency while adapting to natural variations in crops and regions.

Coffee stales quickly. Freshness matters for both flavour and health.

The 15-15-15 Rule

• Green beans are viable for 15 months when stored correctly

• Roasted coffee is best within 15 days

• Ground coffee should be consumed within 15 minutes

Purity ships coffee as close to roast date as possible, preserving antioxidants and preventing oils from oxidising or becoming rancid.

Whole beans retain optimal health benefits for up to 20 days after roasting. Beyond this window, flavour dulls and beneficial compounds begin to degrade, a reality of most supermarket coffee that often sits for months without roast dates.

With Purity, freshness isn’t optional, it’s built into the process.