The moment that coffee beans are ground, you start losing flavor and aroma. The purpose of grinding the beans is to create a larger surface area that will release the flavor and oils to the surrounding hot water. If coffee is prematurely exposed to air, it leaves less flavor for the brew.
If you buy ground beans, we recommend brewing your beans within 2 weeks to achieve the freshest flavor.
For the very best flavor, buy whole coffee beans and grind with a burr grinder moments before brewing.