What happened to coffee flavor and aroma?

Just broke open a new canister of a brand name coffee and brewed a pot. No aroma emanating from the brewing process. Lack of coffee taste is apparent. The label of ingredients lists "100% pure coffee."
So, what's up with that? I would not be surprised if the coffee bean husks were being ground and added to the mix. However, there might be a simple answer, poor quality imports mixed with the higher quality beans.
I have noticed a similar issue with breakfast cereals. Cellulose has been added to grated cheese to minimize "clumping." This was not an issue during the last hundred years, so industry created a problem then came to the rescue by adding trees to the mix. Canned soups now contain wore water. The list is endless and add to it Americans whose only source of income is Social Security may be paying some or more taxes because of inflation. Thank you biden.

 

Get Yuban coffee. It’s affordable and will fill your home with that wonderful aroma you are looking for.

 

Will try it, thanx MD.

 

@Mopar Dude Here is an update on my search for a good cup of coffee. Bought a can of Yuban and I agree with you, good aroma and taste. Also, my wife and I were at Trader Joe's and picked up their brand. When we arrived home, I realized the item was not ground coffee, but coffee beans. The following morning my wife entered the kitchen and asked for a cup because the aroma had traveled upstairs. We each drank two mugs after brewing and agreed freshly ground coffee was the best in aroma and taste.

 

So you think the key is fresh ground?

 

I (we) do think fresh ground coffee beans produces the best aroma and flavor. During the first ten or so years of marriage, I would always grind beans for our daily coffee then started buying it ground probably due to a faster pace of life. Over the years, I suspect producers began shipping less ripened beans because of occasional poor crop yields and the coffee buyers had no choice but to accept in order to fulfill their needs. I also suspect today's coffee offerings are beans sourced from many different regions/countries then blended into the final product and the addition of artificial flavorings would not surprise me. Package weight reduction began years ago under the guise of poor crop yields and continues even when yields are normal. I remember when a loaf of bread cost $.25, and yes, I know wages were less, but that's another rabbit hole.

 

Error on my part: My wife's comment about the aroma was based upon the smell of the coffee beans being ground.

 

Now that I totally get. Yes, grinding beans is as pleasing of an aroma you will ever find…., This last six months my wife has tried to extend our food budget by getting bulk groceries at the Sams store. One of our compromises has been giant cans of Sam’s club coffee and it has been disappointing. When I empty a basket of used grounds I am confident that I see odds and ends in the basket that are not ground coffee beans….. I believe you are 100% correct and there are filler products in those cans.

 

As I alluded in my opening post, cellulose in grated cheese, add to this, phenobarbital in Gravy Train dog food (recently), Smart Balance, a butter alternative added water and and when dropped onto a hot pan, the water popped and scalded some) the resultant feedback caused the company to return to the original formula. As a result, we switched back to butter, but I wonder how long it will take for it to become adulterated. I also wonder if milk is being watered because it doesn't seem to have the same body it once had. What was once made from metal is now plastic. A mans' word has long ago been replaced with a contract, the evolution of which has become one-sided. Click on a website and the allowance of cookies is required. Where is the mortality rate studies of Covid vs. Flu related deaths?
Whoa there, kinda fell into a rabbit hole.

 

I too really like a good cup of coffee which, to me, is not one of those tasteless mugs of hot water or knock-you-on-your-arse powerful cups. I think the key is for coffee producers to have keen senses of both smell and taste, and to find what the majority can enjoy drinking. Maybe they've lost those senses since COVID . . . ?

Wait a minute . . . How shallow of me to not recognize this thread is less about coffee, and more about substance over style?

Optics? Who cares about optics? I want what I paid for . . . not what you politicians think you can convince me I'm getting, dammit!

 

I got the answer to a good cup of coffee. One/ get starbucks "Cafe Verona"/ Arabian Sanani/ Costa-Rican Cafe Britt whole beans/ dark roast. I grind my own every morning/ then make with Melitta cone filters. Makes great tasting coffee. I have that with four home baked cinnamon buns every morning. I make my own cinnamon buns/ yeast dough. I thik I consumed 1500+ cinnamon buns last year alone......

 

Kona Coast. I can hook you for about $120/lb plus shipping and taxes, price varies daily. 10#min