Recorded remotely with Andrew in Atlanta and Josh scrolling the Purity site on screen as they talked, which is how half of this conversation ended up being Josh asking what a thing on the website actually means. Andrew Salisbury is the founder and CEO of Purity Coffee, a company he started after his wife asked him to prove that coffee was bad for her — and he came back with the opposite answer. They get into why quitting coffee for tea usually solves the wrong problem, what roast level does to what is actually in the cup, and how to store a bag of coffee so the last cup tastes like the first. The turn in the story is a dinner with two professors from Vanderbilt's Institute for Coffee Studies, who handed him a long list of what the research on coffee looks at and then could not name a single company making every decision with that in mind. Eighteen months of R&D later he was in the coffee business, and the takeaway he keeps circling back to is simple: the thing you drink every single day is worth being picky about. 5 Key Takeaways Upgrade your coffee before you quit it. Caffeine and coffee are two different conversations. Roast level changes what is in the cup. Lighter roasts hold more chlorogenic acids, and as the roast goes darker those compounds convert into chlorogenic lactones, so it is a trade rather than a ladder. The clock starts when you open the bag, not when it was roasted. Every Purity bag is nitrogen flushed, so an unopened bag can sit on the shelf for months. His rule of 15 covers the rest: green coffee keeps around 15 months, roasted around 15 days, ground about 15 minutes. Vacuum seal what you are not drinking and put it in the freezer, not the fridge. STEMREGEN The line from Andrew that stuck with me is that coffee is worth being picky about precisely because you never forget to do it. It is one of the few things you will repeat every morning for the rest of your life, so the quality of it compounds in a way that occasional decisions never do. That is the same reason I take STEMREGEN. As we get older, the number of stem cells circulating in the bloodstream declines, and those circulating stem cells are the foundation of the body's own repair system. STEMREGEN is a plant-based formula that supports the release of your own stem cells from the bone marrow. It sits in the same slot in my morning as the coffee does, which is the whole point — the daily things are the ones that get to matter. Go to https://www.stemregen.co/ and use code JOSH at checkout. Timestamps 00:00 The grinder, the aromas, and the cup that starts the day 02:30 Coffee as a carrier, not a caffeine hit 03:30 The "prove it" challenge that started a coffee company 04:30 Two professors, a shopping list, and nobody making it 06:00 Why people quit coffee, and what is actually bothering them 08:00 The green tea comparison nobody runs the numbers on 12:00 Whole bean or ground, and a five-year decision 14:00 Nitrogen in the bag, and what starts when you open it 16:00 Caffeine and coffee are not the same conversation 18:00 The case for decaf drinkers as the real purists 18:30 How coffee actually gets decaffeinated 22:00 A 550-page book and a standard above specialty 24:30 Roast curves, lab tests, and adding nothing to the bag 27:30 Pods, sachets, and two years to get instant right 32:00 Light, medium, dark: where to actually start 35:00 The rule of 15, and the freezer instead of the fridge 39:30 What happens if you just brew the green beans 46:30 The fourth reason people will buy coffee 50:30 Sacred Cups, the Amazon, and the ritual side of it 54:00 The painting behind him and the Fibonacci logo Resources Mentioned Purity Coffee (Andrew's company; organic, lab-tested, health-focused coffee) — https://puritycoffee.com The Purity Process (how they farm, decaffeinate, roast and test) — https://puritycoffee.com/pages/purity-process Sacred Cups — https://puritycoffee.com/collections/sacred-cups Vanderbilt University Institute for Coffee Studies — https://www.vanderbilt.edu/ics/ Prof. Adriana Farah — Institute of Nutrition, Federal University of Rio de Janeiro (Andrew's R&D collaborator) George Howell Coffee (the frozen green coffee and vintage work Andrew references) — https://georgehowellcoffee.com AeroPress (Josh's travel brew method) — https://aeropress.com Healf (UK stockist for Purity) — https://healf.com/collections/purity-coffee 🌐 Connect with Joshua & SWTT Podcast Website: https://www.simplywalkthetalk.com YouTube: @simplywalkthetalk Instagram: @simplywalkthetalk TikTok: @simplywalkthetalk Joshua Holland: https://linktr.ee/joshuajholland