- So why would a new Chicago roaster base its marketing on implications that its competitors' naturally processed coffee is dirty?
"But it is," says Matt Matros, co-founder and brand director of Limitless Coffee. "I've been to the farms. I saw it."
Matros explains that in 2015, while he was on a yoga retreat in Bali, he took a tour of a coffee farm.
"And I'm thinking, 'Wow that is filthy.' I couldn't believe how dirty the coffee (harvesting) process is," he says.
Specifically, Matros was horrified by the "natural" processing, which allows coffee cherries to dry under the sun for weeks.
"They're fermenting and decomposing and dying and attracting bugs, birds and wild animals," he says. "I saw this with my own eyes. And then it might rain, and then the sun comes out, and you get mold."