The Meaning of Areté

(ahr-i-tay)

Noun: Excellence/ full realization of potential

The concept of areté comes from the values and philosophy of the ancient Greeks.

Areté means ‘excellence’ and the idea of areté is linked with an individuals’ fulfillment of purpose and the realization of one's fullest potential.

That is the goal when roasting coffee. I aim to bring green coffee to excellence, where it can be enjoyed and appreciated.

My hope is for you to allow the virtues you have chosen to enjoy, aid you in the pursuit of your own areté.