Every roaster in this city prints a date. It's on the bag, the sticker, sometimes even the merch. But here's the thing: not all dates are created equal. Some are real roast dates—the actual day the beans came out of the roaster. Others are pack dates, best-by dates, or just a number that looks good.

I've seen bags in Manhattan that say 'roasted on' but were packed weeks later. Or bags with a date that's clearly set to maximize shelf appeal. It's not malicious—it's just business. But if you're buying merch (like a branded mug or a T-shirt) that comes with a complementary bag of beans, that date matters more than you'd think.

And let's not forget the biggest noise of all: the date itself. Fresh coffee doesn't need a stamp to prove it's fresh. If you're buying from a roaster that ships weekly, the date is almost irrelevant. If you're buying from a tourist shop, that date is probably just decoration.