Reddish ground coffee

Having read the info on the pack, I was expecting this to be dark, but it isn't. (See extra picture) It's not full bodied either, its a mid range coffee. The thing that struck me most, aside from the pleasant aroma was the colour, a real reddy-brown. I find I need to use a little more of it to get a good cup. It comes from Peru, which for me is rather nice. It's also Fairtrade.