All roasters, and most large retailers, use a method of tasting the finished coffee product called "cupping." Similar to a true wine tasting, you do not swallow the coffee. When cupping you simply taste the coffee by swishing it around in your mouth to get the full variety of notes from the brewed coffee and then spit into a nearby container.

Expert "cuppers" begin by roasting a small batch of the beans. The beans are then ground and placed in a cup. Hot water is poured over the grounds and the cupper starts by checking the aroma of the coffee. The coffee is then tasted. Expert coffee tasters never swallow the coffee they are tasting as it would numb their taste buds.

Cupping is an art; cuppers must taste 15 to 20 varieties a day without losing the distinctive qualities of each variety. Because taste is personal, no two cuppers will be exactly the same in their assessment of the finished product. The ceremony of cupping has become more scientific.

Machines have been invented to help the cupper perfect the art and ensure product continuity. The Agtron is an electronic machine that measures the color of coffee grounds after roasting. Gloria Jean's Gourmet Coffees sets a standard roast color for each bean variety and each batch is measured exactly.

When packaging 1 lb and 5 lb coffee in "stay fresh" valve-bags, the bags are checked twice for oxygen levels. The first check is done on the day of roasting. The second check is completed the next day. If the oxygen level goes up, the bag is not sealed tight or the one-way valve is not working properly. If the oxygen level is less the second time, then the coffee will be as fresh 4 months from now as it is today.