Aroma's Israeli Flavor In La: Authentic Or Not?

Aroma Espresso Bar, or simply Aroma, is an Israeli coffeehouse chain founded in 1994 by brothers Yariv and Sahar Shefa. The coffeehouse initially opened on Hillel Street in downtown Jerusalem and has since expanded to 162 locations across Israel, as well as several locations in the United States, Canada, Kazakhstan, Cyprus, and Ukraine. Aroma has been the subject of controversy due to its alleged support for the Israeli military and settlements in the occupied West Bank, leading to calls for boycotts by activists and organizations such as the Canadian BDS Coalition. The company operates a branch in the settlement of Ma'aleh Adumim and has been criticized for buying milk from settler dairy farms in the occupied Palestinian territory.

Aroma Espresso Bar is an Israeli-owned coffeehouse chain

Aroma Espresso Bar, or simply Aroma, is an Israeli-owned coffeehouse chain. Founded in 1994 on Hillel Street in downtown Jerusalem by brothers Yariv and Sahar Shefa, the chain has since expanded to 162 locations across Israel, as well as several locations in the United States, Canada, Kazakhstan, Cyprus, and Ukraine.

In 2000, the company began branching out beyond Jerusalem, following a dispute between the two brothers which led to the formation of separate chains: Aroma Tel Aviv, run by Sahar, and Aroma Israel, run by Yariv. Despite this separation, the two chains maintained similar branding, giving the impression of being a single entity. In 2021, however, the two chains were merged under the name Aroma Espresso Bar, with Yariv Shefa as the owner.

Aroma's expansion beyond Israel began in 2006 with the opening of its first overseas branch in SoHo, New York City. As of 2024, the company has 46 locations in Canada (mostly in the Greater Toronto Area), and 5 in the United States (New York City, New Jersey, Maryland, and Florida). It also has locations in Kyiv, Ukraine, and other countries.

Aroma has been the subject of controversy due to its support for the Israeli military and settlements. The company operates a branch in the settlement of Maale Adumim in the occupied West Bank and sources milk from settler dairy farms in the region. This has led to calls for boycotts by activists and organizations such as the Canadian BDS Coalition.

Aroma has 162 locations in Israel and several in the US, Canada, Kazakhstan, and Ukraine

Aroma Espresso Bar, or simply Aroma, is an Israeli coffeehouse chain with a wide global presence. The chain has a strong foothold in its home country, Israel, with 162 locations spread across the nation. However, its reach extends beyond Israel's borders, with several locations in North America, including the United States and Canada, as well as a presence in Kazakhstan and Ukraine.

In Israel itself, Aroma boasts an extensive network of outlets, totalling 162 in number, as of 2024. Founded in 1994 on Hillel Street in downtown Jerusalem, Aroma gradually expanded throughout the country. Despite some internal disputes, the chain has successfully established itself as a prominent coffeehouse brand within Israel.

Beyond Israel, Aroma has made significant inroads into several countries. In the United States, the chain made its debut in 2006 with its first overseas branch in SoHo, New York City. Over time, Aroma expanded its American presence with additional locations in New York, New Jersey, Maryland, and Florida, totalling five branches. However, as of 2024, the chain has closed its locations in New York City and Maryland, leaving three active branches in the US.

Canada has become another important market for Aroma, with 46 locations in Ontario, primarily in the Greater Toronto Area. The chain opened its first Canadian location in downtown Toronto's Annex neighbourhood in 2007 and has since expanded its reach within the province.

Aroma's international expansion also includes forays into Kazakhstan, Ukraine, and, according to some sources, Cyprus. The chain has established a presence in these countries, with a specific focus on major cities.

The growth of Aroma beyond Israel's borders has not been without controversy. The chain has faced criticism and calls for boycotts due to its alleged support for the Israeli military and settlements in the occupied West Bank. Despite these controversies, Aroma has continued to expand and solidify its global presence in the coffeehouse market.

Aroma Tel Aviv and Aroma Israel were merged in 2021 under the name Aroma Espresso Bar

Aroma Espresso Bar is an Israeli coffeehouse chain with locations across Israel and the world. It was founded in 1994 on Hillel Street in downtown Jerusalem by brothers Yariv and Sahar Shefa. However, in 1999, a dispute between the two brothers led to the formation of two separate chains: Aroma Tel Aviv, run by Sahar and operating in Tel Aviv-Yafo, and Aroma Israel, run by Yariv with branches in the rest of the world.

Despite being separate entities, the two Aroma chains maintained similar branding, creating the misconception that they were a common entity. This led to confusion among customers, especially after a food poisoning incident in an Aroma Tel Aviv branch, which prompted Aroma Israel to emphasise the lack of "business, logistical or management links" between the two companies.

In 2021, after 22 years of operating as separate companies, Aroma Tel Aviv and Aroma Israel announced a merger, bringing the two chains back together under the name Aroma Espresso Bar. The merged company is operated by Yariv Shefa, the original owner and current owner of Aroma Israel, while Golan Einat, the owner of Aroma Tel Aviv since 2014, became a shareholder.

The merger resulted in a combined total of 187 branches, with 162 locations in Israel alone and additional outlets in the United States, Canada, Ukraine, and Kazakhstan. The Aroma Espresso Bar chain continues to thrive, offering customers a variety of coffee and food options at accessible locations.

Aroma has been criticised for supporting the Israeli military and settlements

Aroma has been criticised for its support of the Israeli military and settlements in the occupied West Bank. The coffee shop chain operates a branch in the settlement of Maale Adumim, a large Israeli settlement in the occupied West Bank, where several Palestinian and Bedouin villages were destroyed to make way for its construction.

The settlement is home to only Jewish residents, and the indigenous Palestinian population is not allowed to live there. This is part of a broader plan by Israel to expand and annex East Jerusalem and beyond, forcing out the Palestinians who have lived there for centuries. These settlements are in violation of international law and are maintained through continual ethnic cleansing and home demolitions.

Aroma's branch in Maale Adumim is particularly controversial because the company sources milk from settler dairy farms, supporting the economic infrastructure of the settlements. In addition to economic support, Aroma has also provided direct assistance to the Israeli military. In November 2023, the company became a "sandwich factory" for the Israeli military, further entrenching its complicity in alleged war crimes and human rights abuses.

Activists and boycott campaigns, such as the Boycott Divestment Sanctions (BDS) campaign, have called for a boycott of Aroma, arguing that supporting the company is tantamount to endorsing the Israeli military's actions and the occupation and apartheid of Palestinian territories. The BDS campaign, endorsed by numerous Palestinian organisations, seeks to use non-violent means to end the occupation and hold Israel accountable for its violations of international law and human rights abuses.

Aroma operates a branch in Ma'aleh Adumim, an Israeli settlement in the occupied West Bank

Aroma Espresso Bar, or simply Aroma, is an Israeli coffeehouse chain with locations across Israel and the world. In addition to its 162 locations in Israel, Aroma has expanded internationally with branches in the United States, Canada, Kazakhstan, Ukraine, and Cyprus.

One of Aroma's more controversial locations is in Maaleh Adumim, an Israeli settlement in the occupied West Bank. This branch has been the subject of criticism and calls for boycott due to its alleged support for Israeli settlements and complicity with war crimes. Maaleh Adumim is a highly contested area, with several Palestinian and Bedouin villages destroyed to make way for the settlement. The settlement is situated just outside Jerusalem on the road to Jericho and is part of Israel's plan to expand and annex East Jerusalem, driving out the indigenous Palestinian population.

The presence of Israeli settlements in the West Bank, such as Maaleh Adumim, is considered a violation of international law. The settlement exhibits clear segregation, with only Jewish residents allowed to live there, while the Palestinian population is denied residency. The Jewish and Palestinian residents in the region are also subject to different legal systems, with Palestinians facing restrictions on their movement, water supply, and military occupation.

Aroma's branch in Maaleh Adumim is particularly notable because the company sources its milk from Tnuva, a supplier that sources raw milk products from settler dairy farms in the occupied Palestinian territory. This economic involvement in the settlements further complicates Aroma's presence in the region and has led to protests and boycotts calling for an end to the company's support for Israeli settlements.

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