Roasting
The art of the roaster is what finally develops the potential of the beans from the raw hard green beans to the aromatic flavoursome brown roasted beans we are used to seeing.
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Light to dark
A light roast will retain more of the coffee’s natural acidity, but a darker roast will burn off more acidity developing more sweetness and bitterness.
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Roasting
Coffee is traditionally roasted in a large tumbling drum heated from the outside, a little bit like a tumble dryer. The roaster uses their skill to gauge the temperature and time that is required to develop the flavours in that particular coffee.
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Prefer your coffee more citrusy, then go for a lighter roast that retains the fruity flavours. If you like that bitter kick then go for darker roast beans (they may be called French or Italian roast).