That secret is freshness. Fresh roasted coffee tastes richer, fuller and has an aroma you can't forget. Forget about vacuum packs as a guarantee of freshness because they're not. Big coffee chains don't want you to know about the 21 Day Rule. But, you need to know the exact date of roast to ensure freshness.
Coffee deteriorates as it ages.
As a consumer, you need to know when the coffee was roasted to avoid paying for stale coffee. Armed with the facts, you decide if you want to pay premium prices for coffee that may be less than fresh roasted. You pay for fresh, you should get fresh.