I strongly, strongly suggest that you see if there are some roasters in your area (town/city). coffee beans are meant to be consumed fresh (some say the threshold is 2 months, after that the degradation in taste becomes noticeable). So try to buy coffee that roast to order. Just to test. If you don't like it, go back to your costco coffee.It's my morning fuel, and honestly, it feels like a part of me wakes up only after I sip that hot, earthy goodness.
But I am a bit of a coffee snob. I always go for bean coffee over instant - the taste difference is night and day. Grinding the beans, brewing the coffee, that whole process, it's a morning ritual for me.
My all-time favorite beans to use are Costco's coffee, specifically Kirkland's Organic Sumatra beans. There's just something about the deep, intense flavor that hits just right. It's like a morning hug for your taste buds.
For me it's not only about taste, it's also about supporting fair trade and local small businesses. but of course for most people taste/money is the deciding factor