Each bean is fully dried before roasting, ensuring a more evenly cooked bean, which makes it less bitter.That's right, you've finally lived to see the historic day when Folgers sells coffee grounds that are the product of a slightly upgraded pre-roast drying process! The future is now. Also notable: Folgers' ad agency says this campaign is "the largest marketing investment in the history of Folgers." So how big is it?
[It] is expected to be in the low six figures.Starbucks spends that much every day on nutmeg, dude. America's not dead yet. [NYT]