With normal industrial roasting, the coffee beans are roasted for 2 to 5 minutes at very high temperatures. The result is coffee that often tastes far too sour and bitter. Good things take time. We take extra time to carefully roast the beans for Guggenheimer coffee for up to 30 minutes. In this way, acids and bitter substances are broken down particularly gently. We roast the coffee in a small Italian village south of Naples. The experience of over 80 years of roasting is in every cup of Guggenheimer Coffee.