In the world of coffee, roasting is a pivotal step that transforms green coffee beans into the aromatic delights that fuel mornings and spark conversations around the globe. Beyond its critical role in flavour development, the art of roasting is at the heart of an evolving dialogue on sustainability and its junction with business innovation. As the coffee industry grapples with environmental challenges, the spotlight turns towards lighter roasts, not just as a preference but as a potential path to greener, more sustainable practices that align with emerging consumer values and business opportunities. This article delves into the nuanced relationship between roasting techniques, particularly the shift towards lighter roasts and the dual objectives of enhancing sustainability and unlocking business benefits. Through examining the environmental implications, consumer trends and operational efficiencies, we uncover how lighter roasts are not only reshaping the palette of coffee aficiona