Roast Degree
Roast degree contributes 80% to the overall coffee flavor. As a coffee is roasted darker the flavor profile becomes more chocolatey, charcoal, roasty and bitter. Flavors that are not necessarily undesirable. They do however take away from the natural characteristics, the terroir of the coffee beans.
Lighter roasted coffees highlight the natural flavors, the terroir of the coffee. With less roasting there is more residual sweetness, more desirable acidit properties, and fruit forward flavors. Roasting coffees to a lighter degree allows the roaster to showcase what's unique about the coffees produced from all around the world.