it's important for a few reasons. Firstly, freshly roasted and ground coffee tastes dramatically different than its pre-ground counterpart. The rich aromas and flavors of fresh coffee cannot be beaten. Period. If you've never had uber-fresh coffee, it's time to change that! Secondly, fresh coffee is not just a change of beverage. It's a change of attitude - a symbolic gesture that motivates you to shoot for the stars, rather than standing still. We're all about empowering our customers and friends to be intentional and focused throughout life, and drinking delicious coffee, rather than stale coffee, is just one small way to do that. Your coffee is so fresh that we actually recommend waiting about 7 days off roast to brew it so the coffee can properly degas. With that, the time it takes for the coffee to degas to reach optimal flavor coincides perfectly with the time it takes for the coffee to ship so you're receiving the freshest coffee possible! Cheers!