22/07/2026
We filmed a roast at the Nonda facility. Then we played it backwards, just to see what it looked like.
The beans lighten. The drum cools. The sound goes somewhere else entirely.
It got us thinking. Every batch hits that first crack exactly once. One moment. One decision. The roaster hears a pitch shift that tells him the bean has expanded, the moisture has escaped, the chemistry is now irreversible. Pull too early, and it's underdeveloped. Too late and you've baked the soul out of it.
The machine doesn't know the difference. It beeps the same either way.
The person does.
That's what you pay for in specialty coffee. Not the origin story. Not the packaging. The pair of ears standing next to a hot drum in Kampala.