The Story of Aroma
We believe a better cup of coffee or tea can create a better day. This simple idea is the foundation of everything we do. We are explorers, scientists, artists, and storytellers, united by a shared passion for connecting people to the world's most exceptional brews.
Our Mission
"To elevate the daily ritual by making extraordinary, ethically sourced coffee and tea accessible to everyone. We achieve this through an unwavering commitment to freshness, a dedication to the craft of roasting and blending, and a transparent model that honors both the producer and the planet."
This mission is not a plaque on a wall; it is the guiding principle behind every decision we make. It dictates the farms we partner with, the precision we apply in our roastery, the technology we build for a seamless customer experience, and the stories we tell about each product. We're not just selling a beverage; we are delivering a carefully curated experience designed to bring joy, focus, and a moment of genuine connection to your day. We measure our success not just in bags sold, but in the positive impact we create—from the farmer's livelihood to the perfect aroma that fills your kitchen in the morning.
The People Behind the Passion
A company is only as good as its people. Meet the dedicated individuals who pour their hearts and expertise into every bag of Aroma Delivered.
Dr. Aris Thorne
Founder & CEOWith a Ph.D. in Food Science, Aris is the scientific mind behind our quality obsession. He spent a decade analyzing flavor compounds in specialty foods before co-founding Aroma Delivered. He leads our innovation, focusing on everything from proprietary roasting profiles to sustainable packaging solutions. His mission is to bridge the gap between the art of coffee and the science of perception, ensuring every cup is demonstrably delicious.
Elena Reyes
Co-Founder & Head of SourcingA third-generation coffee farmer from a small estate in Colombia, Elena brings unparalleled ground-level expertise and a deep passion for producer welfare. She leads our Direct Trade program, traveling the globe to build lasting relationships with farmers. Her work ensures that our coffee is not only exceptional in quality but also sourced in a way that provides a dignified and prosperous livelihood for our partners.
Samuel Chen
Head Roaster & Q GraderSam is a certified Q Grader, an elite credential for coffee tasters. He is the artist who transforms our exceptional green beans into the aromatic masterpieces you enjoy. In our lab, he meticulously 'cups' hundreds of samples and develops unique roast profiles for each coffee to unlock its full potential. His palate is our ultimate quality control, and his dedication to his craft is evident in every batch that leaves our roastery.
Maya Singh
Director of Customer ExperienceMaya believes that our service should be as remarkable as our products. She leads the team that ensures every interaction you have with Aroma Delivered—from browsing the website to unboxing your order—is seamless, informative, and delightful. With a background in hospitality, Maya has built a customer support philosophy rooted in empathy, expertise, and a genuine desire to help you brew a better cup.
Our Core Values
These four pillars are the non-negotiable beliefs that define our culture and guide our actions.
Uncompromising Quality
Quality is our north star. It begins with sourcing only the top 1% of specialty-grade beans and leaves from around the world. It continues in our roastery, where we employ scientific rigor and artisanal intuition to develop the full flavor potential of each batch. It extends to our 'Aroma-Lock' packaging, which preserves peak freshness. We believe that cutting corners on quality is a disservice to our farmers, our craft, and most importantly, our customers. We will never ship a product that we are not incredibly proud to drink ourselves.
Radical Transparency
You have the right to know everything about what you're drinking. We are committed to sharing the complete story of our products. This means providing detailed information about the specific farm or cooperative, the altitude, the varietal, and the processing method for every single-origin coffee. It means stamping a roast date on every bag. It means being open about our pricing structure and our sustainability efforts. We build trust by hiding nothing and inviting our customers to be a part of the entire journey.
Sustainable Partnership
Our business must be a force for good. This value manifests in two ways: socially and environmentally. Socially, our Direct Trade model ensures that our farming partners are paid equitably and treated with respect, fostering long-term relationships that are mutually beneficial. Environmentally, we are relentless in our pursuit of a smaller footprint. From achieving zero-waste roastery operations to our 100% carbon-neutral delivery, we actively work to protect the planet that provides us with such incredible resources.
Passionate Curiosity
The world of coffee and tea is endlessly fascinating, and we refuse to stand still. We are lifelong learners, constantly exploring new origins, experimenting with innovative processing and roasting techniques, and seeking new ways to improve our service. This curiosity drives us to create programs like 'The Terroir Project' and our virtual tasting workshops. We encourage this same curiosity in our customers, providing the tools and knowledge to help them explore, learn, and deepen their own appreciation for the craft.
Our Vision
To be the world's most trusted and beloved guide to the world of specialty coffee and tea. We envision a future where every consumer can easily access and appreciate the vast diversity of flavors the world has to offer, confident that their purchase supports a sustainable and equitable supply chain. We aim to transform the daily cup from a simple commodity into a moment of discovery and connection.
Our Strategy
Our strategy is built on three integrated pillars. First, Source & Storytell: we will continue to deepen our direct-trade relationships and use our digital platform to tell the compelling stories behind each product, creating unparalleled transparency. Second, Master the Craft: we will invest relentlessly in research and development within our roastery, perfecting our techniques and innovating new ways to enhance and preserve flavor. Third, Deliver Delight: we will leverage technology to create a frictionless, personalized, and educational customer journey, from initial discovery on our site to the final sip, all while providing best-in-class support.
Our Goals for 2025-2027
To make our vision a reality, we have set clear, ambitious goals. By the end of 2027, we aim to: 1. Establish direct-trade partnerships in three new origin countries, with a focus on emerging specialty coffee regions in Asia. 2. Transition 100% of our product packaging to be either fully home-compostable or part of a closed-loop, return-based recycling program. 3. Launch an accredited 'Aroma Academy' educational platform with courses on brewing, tasting, and sourcing for our community. 4. Double our investment in producer-led community projects, focusing on education and clean water access in the regions we source from.
Our Philosophy: More Than a Drink
In a world that moves at a breakneck pace, we believe in the profound power of the pause. Coffee and tea are not merely functional beverages for us; they are the anchors of our daily rituals. They are the catalyst for conversation, the quiet companion to a good book, the fuel for a creative breakthrough, and the warm embrace on a cold morning. Our philosophy is rooted in this deep respect for the role these drinks play in our lives.
We believe that by focusing intensely on the quality and story of the raw ingredient, we can elevate that daily moment from something mundane to something meaningful. When you know the name of the farmer who grew your coffee, when you can taste the high-altitude air of the mountain where it was harvested, the experience transcends the cup. It becomes a connection—to a person, to a place, to a process. It fosters mindfulness.
This is why we obsess over details. It's why we celebrate the subtle, fleeting notes of jasmine in a Gesha or the comforting, malty sweetness of an Assam tea. We are not just in the business of logistics and delivery. We are in the business of sensory experience. Our ultimate purpose is to provide you with the highest quality ingredients and the knowledge to craft a moment of pure, delicious, and restorative pleasure for yourself, every single day.
Our Roastery: The Innovation Lab
Welcome to the heart of Aroma Delivered. Our roastery is more than a production facility; it's a laboratory dedicated to the pursuit of flavor. Every element is designed to support our mission of uncompromising quality. We operate a state-of-the-art Loring S35 Kestrel, a roaster renowned for its smokeless technology and unparalleled control. This allows our Head Roaster, Sam, to execute his precise roast profiles with incredible consistency, ensuring the coffee you taste today is just as perfect as the one you'll taste a year from now.
Adjacent to the roaster is our climate-controlled cupping lab. This is our sensory sanctuary, where every single batch of coffee is rigorously tested for quality control. It's also where we evaluate samples from around the world, making critical decisions about our next sourcing partnerships. We use industry-standard protocols to analyze aroma, flavor, acidity, body, and finish, scoring each coffee on a 100-point scale. Only the best of the best make it into our bags. This space embodies our belief in a data-driven, sensory-verified approach to quality.
A Timeline of Taste
Our journey has been a story of growth, innovation, and a constant dedication to our founding principles.
The Idea Brews
Founders Aris Thorne and Elena Reyes share a life-changing cup of Gesha coffee and realize the vast gap between true specialty coffee and what's available to most consumers. The concept for Aroma Delivered is born.
First Direct Trade Partnership
Elena leverages her heritage to establish our first official Direct Trade relationship with a cooperative in her home region of Huila, Colombia. This partnership sets the ethical and quality standard for all future sourcing.
100% Carbon-Neutral Delivery
Fulfilling a core promise, we complete a full audit of our shipping footprint and partner with certified offset projects to make every single delivery to our customers completely carbon-neutral.
Golden Bean Award
Our Ethiopian Radiance wins the prestigious Golden Bean Award for Best Light Roast, a major industry recognition of our sourcing and roasting expertise.
Zero-Waste Roastery Certification
After a multi-year effort, our roastery achieves official Zero-Waste-to-Landfill status, with all byproducts—from coffee chaff to jute bags—being composted, recycled, or upcycled.