Facing can mean turning toward, standing up to, being brave.
But in The application of heat to green coffee seeds (beans) to create palatable material for brewing a great cup!: Coffee roasting is a chemical process induced by heat, by which aromatics, acids, and other flavor components More though, it means Patches of discolored burn marks on the coffee bean, due to a high-heat roast environment or other roast error.: Scorching refers to a roast error that can be discerned by inspecting the roasted coffee, where More a roast.: Facing refers to scorch marks found on the flat side or face of the coffee bean. Along with tipping, it is one of the telltale signs of scorching, a roast problem.