Freshness Standards
Coffee and tea on Who’s Brew are sold by independent makers who manage their own roasting, blending, and fulfillment. To keep the marketplace reliable, every product must clearly disclose how it’s roasted, when it ships, and how long it’s best enjoyed.
What we require from every coffee product
Each coffee listing must include at least one of the following so customers know exactly what they’re buying:
- An exact roast date
- A roasted-to-order indicator with a roast-to-ship window
- A small-batch roast schedule with a typical ship window
- A best-by date
- A roaster freshness statement reviewed by Who’s Brew
Freshness badges you may see
Badges only appear when the underlying data is provided. We do not invent dates.
- Roasted to Order — the roaster begins roasting after your order is placed
- Small Batch Roasted — the roaster ships from a recent production run
- Ships Fresh — the roaster ships within a defined window after roasting
- Roast Date Provided — the exact roast date is listed on the product
- Best-By Date Provided — a manufacturer best-by date is listed
- Freshness Window Listed — a roast-to-ship range is published
Tea freshness
Tea is treated similarly: tea houses must disclose harvest year for seasonal teas, blending or packaging dates where applicable, and recommended use-by guidance.
Storage guidance
Once your order arrives, store coffee in an airtight container away from light, heat, and moisture. Whole bean is best for the longest flavor life. For tea, follow the maker’s storage notes; many loose-leaf teas keep well in airtight, opaque containers.
If a product arrives outside expectations
If your order is stale, mislabeled, or arrives well outside the freshness window stated on the product page, open the order in your dashboard and use Report a Problem. Our Satisfaction Guarantee covers freshness issues caused by the maker or fulfillment.
Frequently Asked Questions
How fresh is the coffee on Who’s Brew?
Freshness depends on the maker, but every coffee product must disclose its roast date, a roast-to-ship window, or an approved freshness statement before it can be sold on Who’s Brew.
What does “roasted to order” mean?
It means the roaster begins roasting your specific coffee after the order is placed. Most roasted-to-order coffee ships within 1–4 business days, depending on the roaster.
How long does coffee stay fresh?
Most specialty coffee is best within 30 days of roast date. Whole bean lasts longer than ground. Many roasters print a best-by date on the bag.
What if my coffee tastes stale?
Open the order, choose the affected item, and pick Freshness as the issue type. The roaster has a defined response window. If they don’t resolve it, Who’s Brew support escalates.