‘Freshly roasted’ has long been considered the ultimate indicator of coffee quality. This study challenges this concept by arguing that coffee, as a complex processed agricultural product, undergoes a critical developmental ‘maturation’ phase after roasting that is significant for its sensory experience. Thus, the study investigates whether there is (i) a discernible sensory effect and (ii) a perceptible consumer preference for ‘freshly roasted’ coffee beans by means of a triangle test (ISO 4120:2021) combined with a hedonic preference test (ISO 8587:2010) on 42 untrained participants. Triangle test results indicate that there is a significant difference between the samples, and a slight majority expressed a preference for not ‘freshly roasted’, encouraging a more nuanced approach to the issue.