Roasted coffee is a perishable food - just like fresh produce or artisan bread. The flavor peaks a few days after roasting and diminishes once exposed to air, light, and moisture.

But unlike fresh produce or bread, it's not always clear when coffee is past its prime. So, how do you know when your coffee beans are fresh? Check for these signs. And remember, whole bean coffee will remain fresh for a longer period of time than ground coffee.

1. Aroma - Envelops you when you open the bag. Deep and intoxicating, intense and fragrant.

2. Bloom - Coffee gases from fresh grounds will bubble and "froth" when mixed with hot water.

3. Flavor - Fresh coffee tastes complex and vibrant, rather than flat and bland.

Of course, one way to know your coffee is truly fresh is to buy from Peet's Coffee. To ensure the freshest, best-tasting cup, we recommend buying coffee in small quantities frequently (not more than you can drink in 1-2 weeks), storing coffee in an airtight container, grinding coffee beans just before you brew, and drinking coffee within 30 minutes of brewing.