The authentic flavour of coffee

The coffee flavour and freshness lies in the essential oils of the unground coffee bean.

These oils are released by grinding the bean. In other words, the flavour and freshness is activated by grinding

After grinding, the oils quickly start evaporating.

Coffee beans consist of 800 different compounds which contribute to their flavour. 
50% of these will evaporate within 30 minutes after grinding. Therefore, grinding must take place just before brewing the coffee.

This results in not only more flavour, but a more fresh and authentic flavour.