Who Really Owns Aroma Espresso Bar?

Aroma Espresso Bar, or simply Aroma, is an Israeli coffeehouse chain founded in 1994 by brothers Yariv and Sahar Shefa. The first branch was opened in downtown Jerusalem, and since then, the company has expanded to over 140 locations worldwide, including in the United States, Canada, Kazakhstan, and Ukraine. In 2017, it was revealed that the company's main shareholders were Yariv Shefa (33.8%), Reuven Shefa (10.8%), and Even Lev Holdings (7.4%). However, in 2021, following a dispute between the founding brothers, the company was restructured, and Yariv Shefa became the sole owner and operator of the chain.

Aroma Espresso Bar was founded by brothers Yariv and Sahar Shefa in 1994

Aroma Espresso Bar, or simply Aroma, is an Israeli coffeehouse chain with locations across Israel, the United States, Canada, Kazakhstan, and Ukraine. The company was founded in 1994 by brothers Yariv and Sahar Shefa, who opened the first Aroma Espresso Bar on Hillel Street in downtown Jerusalem. The brothers borrowed $16,000 from their mother to start the business, offering customers high-quality coffee, Mediterranean-style sandwiches, and pastries.

From the beginning, Aroma prioritised quality coffee, partnering with the generations-old Balestra family in Naples, Italy, known for their gourmet coffee roasting. This commitment to quality, along with fast service and reasonable prices, quickly gained popularity among customers, and Aroma began to expand beyond Jerusalem. However, in 1999, a dispute between the Shefa brothers led to the formation of separate chains: Aroma Tel Aviv, run by Sahar, and Aroma Israel, run by Yariv. Despite this separation, both chains maintained similar branding, creating a misconception of being a common entity.

Aroma Israel, led by Yariv Shefa, continued its expansion and opened its first overseas branch in SoHo, New York City, in 2006. The following year, Aroma opened its first location in Canada in downtown Toronto, followed by additional branches in Toronto and on 72nd Street in New York City. As of 2024, Aroma has expanded to 46 Canadian locations, mostly in the Greater Toronto Area, and five US locations across New York, New Jersey, Maryland, and Florida.

In 2021, Aroma Tel Aviv and Aroma Israel were merged under the name Aroma Espresso Bar, with Yariv Shefa as the owner. Today, Aroma continues to grow and operate as a popular coffeehouse chain, known for its high-quality coffee, fresh Mediterranean dishes, and commitment to social responsibility.

The company has since expanded to over 140 locations worldwide

Aroma Espresso Bar, or simply Aroma, is an Israeli coffeehouse chain. It was founded in 1994 by brothers Yariv and Sahar Shefa, who opened the first Aroma on Hillel Street in downtown Jerusalem. The coffee chain now has over 140 locations worldwide.

In 2000, the brothers had a dispute that 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, creating the misconception that they were a common 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. The following year, Aroma opened its first location in Canada in downtown Toronto, as well as its first branch in Kyiv, Ukraine. As of 2024, Aroma has 46 locations in Canada, mostly in the Greater Toronto Area, and five in the US. The company also operates branches in Cyprus, Kazakhstan, and Ukraine.

Aroma's rapid expansion and success can be attributed to its focus on quality coffee, fresh and healthy Mediterranean-style food, sleek and modern ambiance, and commitment to social responsibility. The chain employs workers with special needs in almost every branch in Israel, and its locations in Canada also partner with a rehabilitation organization to provide jobs for people with disabilities or injuries.

Aroma sources its coffee beans from Naples, Italy

Aroma Espresso Bar is an Israeli coffeehouse chain with locations across the world. The company was founded in 1994 by brothers Yariv and Sahar Shefa (or Sheffa), who opened their first branch on Hillel Street in downtown Jerusalem. Aroma has since expanded to become one of Israel's biggest coffee chains, with over 100 locations throughout the country. In 2006, the company opened its first overseas branch in SoHo, New York City, and has since expanded to Canada, Ukraine, Kazakhstan, and Cyprus.

The Balestra family has been roasting coffee beans in Naples for generations. Their coffee is renowned for its prestige and gourmet flavour, with a focus on high-quality beans and artisanal roasting techniques. The family's expertise lies in selecting the finest beans from the best regions of origin and gently roasting them in a drum roaster to bring out their unique taste profiles. The slow cooling process further enhances the flavour, resulting in a perfectly balanced cup of coffee.

Naples has a rich history of coffee culture, with family-owned businesses like Caffè Kenon and Caffè Passalacqua continuing the tradition of artisanal coffee roasting. Caffè Kenon, established in 1892, is known for its dark-roasted southern Italian espresso, carefully crafted from the best beans and roasted to perfection. Their blends showcase the typical nutty, smoky flavour of southern Italy, with a perfect balance of taste and aroma. Caffè Passalacqua, founded in 1948, embodies the spirit of Neapolitan coffee with blends like the Mexico Plus, a typical Italian bar blend with a dark roast, fine aromatic flavour, low acidity, and full body.

By sourcing its coffee beans from Naples, Italy, Aroma Espresso Bar upholds its commitment to quality coffee. The partnership with the Balestra family ensures that customers worldwide can experience the artisanal roasting and distinctive flavour that have made Naples a renowned coffee destination.

The company has been criticised for operating a branch in the occupied West Bank

Aroma Espresso Bar, or simply Aroma, is an Israeli coffeehouse chain founded in 1994 by brothers Yariv and Sahar Shefa. The chain has locations across Israel, as well as in the United States, Canada, Kazakhstan, Cyprus, and Ukraine.

The company has been criticised for operating a branch in the settlement of Maale Adumim in the occupied West Bank. This branch has been particularly controversial due to the destruction of several Palestinian and Bedouin villages during its construction. The settlement is exclusively Jewish, and its presence is seen as a violation of international law and a form of apartheid. The indigenous Palestinian population is not allowed to live in Maale Adumim, and they face restrictions on their water supply, freedom of movement, and are subject to military law.

In addition to the direct impact on Palestinian communities, the Aroma branch in Maale Adumim has symbolic significance. The settlement is strategically located just outside Jerusalem on the road to Jericho, indicating Israel's plan to expand and annex East Jerusalem and beyond, driving out the Palestinian residents with a long history in the area.

The company's operations in the occupied West Bank have led to calls for boycotts and petitions to remove Aroma Espresso Bar from university campuses, with supporters of the boycott arguing that patronising Aroma is equivalent to supporting the Israeli military and human rights abuses.

The criticism of Aroma's presence in the occupied West Bank is part of a broader movement led by Palestinian civil society, which seeks non-violent methods to end the occupation and promote peace in the region. This includes the Boycott, Divestment, and Sanctions (BDS) campaign, which has gained support from numerous Palestinian organisations.

Aroma encourages people with disabilities to seek employment

Aroma Espresso Bar is an Israeli coffeehouse chain with locations in Israel, the United States, Canada, Germany, Cyprus, Romania, Kazakhstan, Poland, and Ukraine. The company was founded in 1994 by brothers Yariv and Sahar Shefa, and today it has over 160 locations worldwide.

In 1996, Aroma's first branch in Jerusalem began integrating workers with special needs into its workforce. This initiative has since expanded, and today, nearly every branch in Israel employs people with disabilities. Aroma's commitment to social responsibility and inclusivity is evident in its efforts to provide employment opportunities for individuals with special needs.

The company's dedication to inclusivity extends beyond its hiring practices, as it strives to create an environment where all employees feel valued and respected. Aroma recognizes that individuals with disabilities bring valuable skills and abilities to the workplace and believes that providing equal opportunities for employment is essential for fostering a diverse and inclusive society.

Aroma's approach to disability employment is commendable, and it sets a positive example for other businesses to follow. By encouraging people with disabilities to seek employment and creating a supportive work environment, Aroma not only empowers individuals but also contributes to a more inclusive and equitable world.

Aroma Espresso Bar's commitment to social responsibility and inclusivity is evident in its efforts to employ individuals with special needs and create a diverse and inclusive workforce. By encouraging people with disabilities to seek employment, Aroma takes a proactive approach to equality and empowers individuals to contribute their unique skills and perspectives.

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