FRESHNESS:
Roasted coffee is perishable – your coffee’s most enjoyable flavours are lost over time. The most flavourful tastes need to be enjoyed within 2 weeks of roasting, so use it up quickly and don’t be shy with the grounds.

STORAGE:
Store in an airtight container, preferably in a cool, dark, dry place away from other odourous products and away from moisture and heat. Do not store in fridge/freezer – moisture from condensation with alternating temperatures accelerates staling & destroys your coffee’s flavour.

Forever : Time it takes to brew the first pot of coffee in the morning.

~Anon.