Gray Kotze/iStock via Getty Images Coffee aficionados have strong opinions about every aspect of the product, including how to store it. You may have heard that sticking ground coffee or whole beans in the freezer is the best way to preserve the coffee’s flavor. Though it is true that coffee goes stale quickly when not stored properly, freezing it can sometimes do more harm than good. According to the National Coffee Association, the best thing you can do for your coffee is store it in an airtight container. Ground coffee loses freshness faster than whole beans because it has more surface area that's exposed to oxygen. Whole beans also start to lose freshness almost as soon as they're done roasting, so they benefit from proper storage as well.