Buy this coffee; this is the best regular coffee I have every tasted in my life , hands down. Yes, I know, it is instant, BUT it works. It sounds strange but I am willing to put my other guitar on it (yes I have one on the line to vouch for ALtura's organic instant decaf). I love my guitars. I discovered Atura's organic instant regular at a grocery store. I lived with drip machines, k-cups, presses, etc. for years, but I was sick of the cleanup and maintaining process with all the traditional methods to get a good cup of coffee. I wanted something quick and easy, so I went instant. The problem I found was I could not find anything that tasted like "real" coffee, let alone fit my organic lifestyle. One day last year at Earthfare, I found Altura's regular organic instant, so I spent the extra money (which to me is not a lot) and I was hooked. It tasked like actual coffee AND it's organic, instant, and I can get a nice lift off it :). The rest is history. I love it. Listen folks, this instant coffee tastes just like regular coffee!! My overall coffee experience is so complete I go to Starbucks just to get hot water in a cup and bring my own Altura Instant. The only thing I have to consider is the time of day...do I bring regular or decaf (if you have not tried the decaf version of this instant coffee, do so...it is amazing too)?! I suppose that is a good problem to have. To wrap up this review, try the instant organic coffee (and the decaf version if you have not already) and leave these folks at Altura a great review. I need you to because I want to drink this coffee for life. *Note Bene~ If you are on the fence, consider this your nudge...you can thank me later.