Start with fresh-roasted whole bean coffee. We recommend our 100% estate grown coffees. Store coffee in an airtight glass jar. Acrylic or plastic containers absorb flavors and odors. Grind coffee just prior to brewing. Coffee becomes stale quickly once it is ground. Be sure to match the grind size with the brewer type being used. Measure 1 oz. of ground coffee to brew eight 10 oz. cups of brewed coffee. (This is our recommendation. Your personal preference and/or brewer may require you to add more or less to taste.) Coffee is 97% water. Use cool purified water or a high-quality bottled water. Turn off the coffee maker immediately after brewing. Additional heat and air is brewed coffee's worst enemy. A thermal carafe or thermos will keep your coffee at its fresh-brewed best.