This is great coffee, not to mention that it is organic AND Fair Trade, so it appeals to the socially conscious side of me (Yeah, yeah, we have to deal with added plastic cups into landfills. Keurig is working on a recycled plastic which will work with their cups.). In any event, this coffee is as dark, rich and heavy-bodied as I have tasted. The mouth feel is fairly thick and earthy. The way certain wines render the taste of clay and earth, this one does the same here. But this coffee has many notes and layers, one of the more interesting ones being almost a dark chocolate (as another reviewer has noted). There is an ever so slight bitterness to the last note of this, almost slightly burnt, but not quite. That could be a deterrent to some, as could the density of this coffee. On the other hand, the richness and many layers here make this a interesting and satisfying coffee. It wouldn't be the only one in my arsenal, but if I'm looking for a rich experience that really stands on its own (just as you don't always want to drink full, heavy red wines), this is a great coffee, but I can see this not being everyone's cup of tea.