If it’s fresh from a specialty roaster, most of its volatile aromatics are gone about 6 weeks after their roast date, which is what makes expensive coffee so interesting. Coffee stales really really quickly but has an incredibly long shelf life, so while it’s perfectly safe to drink coffee that’s been around for a long time (James Hoffmann famously drank coffee that was roasted over 80 years ago) you’re not going to be able to enjoy it as much anymore. So absolutely don’t slowly ration it out, wait maybe 5-7 days after roast for some CO2 to escape but then make sure you drink it all within the 1-6 week window or you’ll lose what makes it expensive and fancy and it’ll just start to taste like normal cheap coffee. Unless you don’t care that much about coffee, in which case just drink it whenever, it’s not going to go bad on you.

They might be referencing some specific HEB coffee. My wife gets it from a friend sometimes when the friend brings it back, and she says it’s really good.