'Better' is in the mug of the beholder, so I hesitate to say what 'better' is.
But bitter is what's in your mug at Starbucks, if you just get straight coffee. Which is probably why much of their profit is made on all that other crap they put into coffee to keep you from tasting the coffee. I don't know what a Cinnamon Dolce Latte or a Caramel Cocoa Cluster Frappuccino are, but I'm pretty sure I don't want to know.
I do know that starting with beans from other sources, it's a lot easier to end up with coffee that isn't bitter. Not easy, but easier. Brewing a decent cup, after all, like nailing a double-clutched downshift, is a skill that takes some work to hone.
In the Bay area and environs, Peet's is a reliable source for better than bitter beans. I happen to like their Major Dickason's blend. Mechanic Tony thinks I'm an infidel and will brew nothing other than Philz. He buys the stuff in quantity and is said to store it in Auburn's abandoned gold mines.
Being an increasingly hipster landscape, Sacramento is suppporting a growing number of local, small-batch roasters. Competition is tough. Folks vote with their Aeropresses and Hario pour over kettles. The surviving start-ups are proving that there is something better than bitter, that people can taste the difference, and will pay for it.
I don't know how things are in Peoria, Stan. I hope you can find better beans than what the Big Green Machine offers. If not, there's yet another reason to head on out here.
We've got pretty good fish tacos, too.