That's a good question!
We spend a lot of time and effort in sourcing, roasting, and preparing "just a bag of coffee".
We source our coffees, primarily driven at looking for Specialty Grade coffees. Coffee is graded different at different origin/producing countries. Specialty Coffee is graded with quality as the priority. There are a number of different factors we look for in the grading process, but in generally - we're looking at coffee in terms of sweetness, acidity, balance, cleanliness, mouthfeel, and flavour (amongst many other factors).
A coffee is considered Specialty Grade when it scores a minimum of 80 out of 100 points.
If you would like to know more about specialty coffee, you can read up at Specialty Coffee Association's website.
Ultimately, Specialty Coffee is not just a grading or standard, but the commitment and dedication of the people involved from farm level to the roasters, all the way to you, the consumer.