Aroma's Roots: Exploring Israeli Coffee Culture

Aroma is a popular Israeli coffee shop chain that was founded in Jerusalem in 1994. The chain has since expanded across Israel and internationally, with locations in the US, Ukraine, and Canada. Aroma is known for its coffee, freshly-baked pastries, and Mediterranean-inspired food. The company has been the subject of controversy due to its alleged support for the Israeli military and settlements in the occupied West Bank, which has led to calls for boycotts by pro-Palestinian activists.

Aroma Espresso Bar is an Israeli-owned chain

In 2007, Aroma ventured into the Canadian market, with its first location in Toronto. This expansion was led by co-founder of Aroma Canada, Anat Davidzon, who helped open and operate numerous locations across the country. As of 2017, there were 39 Aroma locations in Canada, with the majority (37) in Ontario, mostly in and around the Greater Toronto Area.

Aroma's success in Canada, particularly in Toronto, has been attributed to its ability to fill a void in the market and offer a unique twist on the typical North American coffee shop experience. The chain has also benefited from the support of the local Israeli and Jewish communities.

However, Aroma's presence in Canada has not been without controversy. The company has faced calls for boycotts from pro-Palestinian activists due to its alleged support for the Israeli military and its branch in Ma'aleh Adumim, an Israeli settlement in the occupied West Bank.

Despite the controversy, Aroma continues to expand and solidify its position as a leading coffee chain in Canada and beyond.

Aroma has been accused of supporting the Israeli military and settlements

One of the main points of contention is Aroma's decision to operate a branch in the Israeli settlement of Maale Adumim in the occupied West Bank. The construction of this settlement led to the destruction of several Palestinian and Bedouin villages, and it is a Jewish-only community, excluding the indigenous Palestinian population. The settlement is seen as part of Israel's strategy to expand and annex East Jerusalem and surrounding areas, forcing out the Palestinians who have lived there for centuries.

Aroma's presence in Maale Adumim is considered to be a violation of international law and a form of complicity in Israel's settlement enterprise, which is characterised by ethnic cleansing and home demolitions. The company has also been criticised for buying milk from settler dairy farms, further entrenching the settlement economy.

In addition to its involvement in settlements, Aroma has been accused of directly supporting the Israeli military. In November 2023, the company reportedly became a "sandwich factory" for the Israeli military. This development sparked outrage among activists who have been advocating for a boycott of Aroma for over 15 years, citing the company's complicity in Israel's apartheid system.

The calls for a boycott of Aroma are part of a larger Boycott, Divestment, and Sanctions (BDS) campaign launched in 2005 with the endorsement of numerous Palestinian organisations. The campaign aims to use non-violent means to end the Israeli occupation and apartheid, which includes the discriminatory treatment of Palestinians through separate legal systems, restrictions on movement, and limited access to resources.

Aroma's branch in Ma'aleh Adumim, an Israeli settlement in the occupied West Bank, has sparked calls for boycott

Aroma is a popular Israeli chain of coffee shops, with its first location in downtown Jerusalem in 1994. It has since expanded across Israel and internationally, with over 200 locations worldwide. The company also operates branches in Canada and the US, with 37 locations in Ontario, Canada, and a now-closed kosher branch in Toronto.

The Aromas branch in Ma'ale Adumim, an Israeli settlement in the occupied West Bank, has sparked controversy and calls for boycott. Ma'ale Adumim is located barely three miles outside Jerusalem's city limits and was established in 1975. The international community considers Israeli settlements in the West Bank illegal under international law, but Israel disputes this claim. The settlement has advantages such as an enclosed mall, transportation, health services, and recreational facilities.

Aroma has been accused of supporting Israeli military and settlements, with activists pointing out its complicity in war crimes. The company's branch in Ma'ale Adumim and its purchase of milk from settler dairy farms have sparked particular criticism. In November 2023, Aroma also became a "sandwich factory" in support of the Israeli military. These actions have led to calls for a boycott of the company, with activists highlighting its apartheid ways.

The controversy surrounding Aroma's involvement in the occupied West Bank underscores the complex political and legal issues surrounding Israeli settlements. The calls for boycott highlight the tension between Aroma's business operations and the human rights concerns of those affected by the Israeli-Palestinian conflict.

Aroma's expansion into Toronto, Canada, has been met with protests from pro-Palestinian activists

Aroma Espresso Bar, an Israeli-founded coffee chain with branches across Canada and the US, has faced protests from pro-Palestinian activists in Toronto. The protests are part of a larger movement to boycott Israeli products and businesses with ties to Israel. The activists claim that Aroma supports Israeli settlements and military actions, which they consider to be complicit with war crimes and apartheid.

Aroma Espresso Bar was brought to Canada in 2007 by Toronto businesswoman Anat Davidzon and her partner Earl Gorman, who purchased the Canadian rights to the franchise. The first location was opened in the Annex neighbourhood of Toronto, and the brand quickly expanded to 45 locations in and around the city. However, by 2017, Aroma's Canadian venture faced financial troubles, and the contract was terminated by Israel in 2019. Despite these setbacks, Aroma continued to expand in Canada, with 37 locations in Ontario as of 2024, mostly in the Greater Toronto Area (GTA).

The protests against Aroma in Toronto have been met with mixed reactions. While some politicians and Jewish groups have condemned the protests as acts of antisemitism and intimidation, others have defended the right to peaceful protest and distinguished between Israeli and Jewish-owned businesses. The activists have countered accusations of antisemitism by stating that their issue is with Aroma's support for Israeli military and settlements, rather than with Jewish people or businesses in general. They argue that Aroma's presence in Israeli settlements, such as Maale Adumim in the occupied West Bank, makes it complicit in human rights violations.

The controversy surrounding Aroma's expansion in Toronto highlights the ongoing tensions between supporters of Israel and Palestine. As the conflict continues to escalate, businesses with ties to Israel, like Aroma, have become targets for protests and boycotts. While Aroma has not released an official statement on the protests, the company's expansion plans indicate a commitment to the Canadian market despite the backlash.

Aroma's menu in Toronto is largely similar to that of its locations in Israel

Aroma is an Israeli-owned chain of coffee shops with branches in Israel, the US, Ukraine, and Canada. The company operates a branch in the settlement of Maale Adumim in the occupied West Bank, and has been accused of supporting Israeli military activities and settlements.

Aroma's foray into the Canadian market began in 2007 and was considered a success, with the brand expanding to 45 franchise locations in and around Toronto, the most anywhere outside of Israel. However, by 2017, Aroma's Canadian venture faced serious financial troubles, and the contract was terminated by Israel in 2019. Despite these issues, Aroma has established a significant presence in Toronto, with 35-39 locations in the city and plans to open more.

The Aroma Espresso Bar in Toronto offers a menu that is largely similar to that of its locations in Israel. Anat Davidzon, co-founder of Aroma Canada, states that the menu is 80% identical to what is served in Israel. The coffee, bread, and most pastries are sourced from Israel. The Toronto locations also feature a dispenser of ice water with lemon and a signature small piece of branded chocolate served with every drink, similar to the Israeli locations.

The decor and color scheme of the Toronto cafes were designed in collaboration with Israeli designers, evoking the original Aroma cafes in Israel. However, there are some differences in branding and perception between the Israeli and Canadian locations. In Israel, Aroma is considered more common and affordable, while in Toronto, it is positioned as a higher-end chain, with pricing comparable to Starbucks.

Despite its Israeli origins, Aroma's connection to Israel is not prominently featured in its branding or marketing in Toronto. Davidzon notes that Aroma is not involved in politics and focuses on coffee, food, experiences, and connecting with the local community. The lack of outward Israeli identity has not prevented protests and boycott calls from pro-Palestinian activists, who argue that supporting Aroma is complicit with Israel's alleged transgressions against Palestinians.

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