Well I bought the powder. Cold-grinding equipment is rather expensive, and it's a difficult process so I leave that to the professionals. I had been using the normal, more readily available roasted powder before this, but mostly in baked goods. Some guy at the co-op gave me a sample of this and it's a vast improvement, but a quick internet search reveals several other companies which produce the ingredient.

I want to make sure I'm using the best one. With so few ingredients, you can't conceal the flavor if it's not good enough.