Hey folks, Doug here!
Now I’ve been roasting coffee for over three decades, and if there’s one thing I’ve learned, it’s this: roast names can get confusing real fast.
Light. Medium. Dark. Full City. French. Vienna.
Sounds like a world tour, doesn’t it?
But today I want to talk about one that we use a lot here at San Fran Coffee — and one that’s front and center this month with our Organic Mexican Bean of the Month.
Let’s talk about Full City.
First Things First, What Does “Full City” Even Mean?
It’s not a marketing term. It’s not just “kinda dark.”
It’s a very specific point in the roasting process.
When we roast coffee, the beans go through two big audible moments. And yes — you can hear them.
First Crack
This is when the bean expands and releases steam. It literally cracks like popcorn. That’s when the real development begins.
Second Crack
This is when things start getting serious. The structure of the bean begins to break down more, oils start migrating outward, and flavors move toward smoky territory.
A Full City Roast happens right between those two.
After first crack is completely finished.
Just before second crack really gets rolling.
And let me tell you, that window? It’s tight.
We’re talking seconds.
Roast too short and the inside doesn’t fully develop.
Roast too long and you start tasting more “roast” than coffee.
Full City is about catching that sweet spot.
What’s Happening Inside the Bean?
Here’s the fun part.
By the time we hit Full City:
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The natural sugars have caramelized beautifully
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The acidity has softened and balanced out
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The body has developed
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But the origin character is still intact
The surface is still mostly matte, not oily.
You don’t get that shiny, slick look you see on darker roasts.
What you do get is depth.
Chocolate notes get richer.
Caramel gets rounder.
Everything feels structured and complete.
It’s like letting a steak rest at just the right moment. You don’t rush it. You don’t overcook it. You let it become what it’s supposed to be.
So How Is That Different From Light, Medium, or Dark?
Let’s line them up.
🌱 Light Roast
Stops shortly after first crack begins.
Bright. High acidity. Floral. Citrus.
Light roast is all about showcasing the bean’s origin. It can be beautiful but it can also be sharp if not handled carefully.
🌤 Medium Roast
First crack fully complete.
Balanced sweetness. Moderate acidity.
This is the “everybody’s happy” roast. Approachable and smooth.
🔥 Full City Roast
Right before second crack.
Deep caramelization.
Lower perceived acidity.
Structured body.
This is where sweetness deepens without tipping into smoke.
🌑 Dark Roast
Into or past second crack.
Smoky. Bitter-forward. Oils visible.
Here, the roast itself starts to dominate the flavor.
Why We Chose Full City for February’s Organic Mexican
Now here’s where it gets awesome!
Our Organic Mexican has these beautiful natural traits:
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Nutty undertones
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Cocoa depth
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Gentle fruit notes
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Mild acidity
If I roasted it light, you’d taste more brightness than body.
If I roasted it dark, you’d lose that gentle sweetness altogether.
At Full City? It sings. You get cocoa, caramel, and structure.
But you still know it’s a Mexican coffee.
And for a Bean of the Month, something you’re going to drink all February long, that balance matters.
It’s smooth enough for your morning drip.
Strong enough for espresso.
Interesting enough to keep you coming back.
Why I Love Roasting to Full City
Trends come and go.
Some folks chase ultra-light roasts.
Some think darker is always stronger.
Full City sits right in the disciplined middle.
It respects the bean.
It respects the farmer.
And it respects the drinker.
When someone tries our Organic Mexican this month and says, “Wow, that’s smooth.”
That’s not luck.
That’s timing.
That’s development.
That’s Full City.
Until next time, keep your beans fresh and your brews bold.