The second coffee beans are ground, they begin to lose their flavor. It's a sad fact, but it's true. That means when you buy beans that are already ground, they get progressively less flavorful the longer it takes you to use up the bag. To become a real coffee pro, invest in a coffee grinder, which range from low-end brands that will get the job done to higher-quality options that we recommend for real café connoisseurs. Whatever you decide on, grind up your beans just before brewing and you'll notice a serious improvement in your cuppa joe.