Plums, I always get compliments on my coffee. I buy the 52 oz. Folger's Classic Roast, which lasts me about five months. I do not store it any special way, just on the cabinet shelf in its plastic original container, which has been opened, seal broken, and with a measuring tool left inside. I fill my 12 cup drip pot with water to the brim and pour it into the water well. I put a filter into the basket, add 1/2 of an empty eggshell (crumpled) - to cut the acid - two 1/4 cup measures of coffee and a small dash of salt. Then I put it through the brew process. The result? Cheap coffee that tastes (almost) as good as Dunkin Donuts. And believe me it is perfectly strong in spite of the fact that there are only eight tablespoons (1/2 cup) of grounds to more than 12 cups of water.
About Fair Trade stuff? I might -- IF I could afford the extra, and IF the product was as good as or better than what I already use.
I do not for a minute believe that if brewed coffee comes out tasting like tea that it is your fault or that you ought to take extraordinary measures to ensure a good cuppa. Only my opinion...