The first mistake that people make is that they believe that coffee should be refrigerated to bring out its flavour! This is completely incorrect.
Coffee should never be placed in the refrigerator. Refrigerator temperatures are normally too cold.
The flavour is altered and ultimately ruined when being stored in a package that becomes damp. The essence changes, and any coffee connoisseur would detect this with ease and feel that his taste buds and his palate have been insulted.
Coffee needs a dry, cool area to remain as fresh as possible. Coffee should also be placed in an air tight container to retain a high quality. The National Coffee Association states that coffee beans should be stored at room temperature and kept away from heat, moisture, and light.
For this reason, one will see that coffee is very often on display in any esteemed coffee shop. Not only is it a marketing tactic to garner sales, but besides it being appropriate décor, it is exactly how it should be stored.
Be mindful that the coffee will not be displayed in an area where it will be exposed to steam from the coffee bar, or sunshine on a display shelf.
So, the next time you purchase dry coffee, be mindful of where and how you store it.
You will be surprised as to how the storage of coffee is affected by doing so incorrectly.