Your Guide to TERRA Roast Colors

Terra Coffee Roaster

Can you recognize a perfectly mastered roast? The roasting process has the ability to create exceptional body and reveal all the subtleties of the aromas of single-origin coffees. It is a crucial and delicate process, comparable to winemaking. Just as great grapes can be destroyed, clumsy roasting can ruin beautiful coffee beans.

At the very beginning of a roast, the coffee bean offers acidic notes of berries, and a light body. In a medium roast, you can find nutty notes, vanilla notes, etc... Finally, with a darker roast, the beans give off smoked, oak and spice notes.

In order to find the roast profil that will best suit your palette, we invite you to consult our TERRA Roasts Color Guide!



Rich, caramelized, balanced.

Developed over four decades of expertise in green bean selection, roasting and cupping, TAG knows how to bring out the best in a single-origin coffee by roasting it to its full potential, which is to say, the complete caramelization of the sugars contained in its beans. This process depends on a skillful combination of presence of mind, expertise, passion and intuition on the part of our Master Roaster.

It is for these reasons that we recommend this roast for your favorite single origin coffees.

TAG roast 

Light Roast (Brown)

light roast

Bright, acidic, light body

If you're looking for a quick caffeine fix, you'll be tempted by the light roast. At this roast level, the coffee has more caffeine and higher acidity. The characteristics of the coffee’s origin will be less present.

*Note: The lighter the roast, the higher the caffeine level. The darker the bean, the less caffeine it contains. Caffeine decreases during the roasting process.

• Discover our Breakfast Blend coffee 


Light-Medium Roast

light medium roast

Rich, caramelised

At this roast level, the natural sugars in the coffee beans are caramelized which brings out the coffee’s varietal characteristics. The acidity level is slightly reduced.

• Discover our Danube Blend and Bistro blend coffees.


Medium Roast

medium roast

Good body, rich, low acidity

The medium roast intensifies the body and reduces the acidity while caramelizing the coffees’ natural sugars. It is, among other things, for their low level of acidity that we prepare most of our espresso blends with this roast.

• Consult our Espressos blends.

• Consult our drip coffee blends: Cohiba & Americano 


Medium Dark Roast

medium dark roast

Intense body, spicy, low acidity

This roast offers lots of body and little acidity.

• View our Espresso Cremoso


Dark Roast 

dark roast

Smokey, carbony, sharp, low acidity

With the dark roast, your coffee will offer a sharp, smoky, taste. At this point in the roasting process, there will be very little body and acidity left.

*Note: It is not recommended to use dark roast coffee beans in automatic espresso machines. The beans will quickly develop their oils which could block and even damage your machine.

• Try our West Coast Blend 
Aimée Granito, Sales, Customer Service, and Management

Aimée Granito

Sales, Customer Service, and Management

Growing up in the aromatic world of coffee and tea, Aimée Granito has journeyed from South America to Asia, absorbing the nuances of coffee and tea cultivation, and to Europe for mastering the art of Italian espresso. Now, she spearheads product conception, sales, customer service, and the oversight of our digital presence and retail shop in Montreal.

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