Caffe Nero parent launches wholesale coffee brand

It will let select partners access the group’s speciality coffee

The Nero Group, owner of premium cafe brand Caffe Nero is launching a wholesale coffee brand.

Called Aromba by The Nero Roasting Company, the new brand will allow selected partners to tap into its high-quality speciality coffee beans and vast experience in buying, roasting and blending coffee from the Group’s Roastery. 

Aroma will provide very high-quality coffee to those who wish to tap into speciality coffee maker Caffè Nero’s extensive coffee expertise located at The Nero Roasting Company.

Businesses and consumers now have a choice to buy high-quality coffee from the Nero Roasting Company rather than sourcing their coffee from Starbucks and Costa’s “proud to serve” menu. The ‘Aroma’ brand will sit as a distinct part of The Nero Group alongside Caffè Nero, Coffee#1, Harris+Hoole, and the Nero Roasting Company (which produces coffee for the entire group).

“Launching Aroma by The Nero Roasting Company is a significant step for us. The Nero Roasting Company has developed a reputation for the very highest quality coffee and coffee expertise, and I’ve been approached many times over many years to provide that expertise for others. Going forward, Aroma by The Nero Roasting Company will enable selected third parties to be able to access that expertise and sell this high-quality speciality coffee,” Group Founder and CEO, Gerry Ford said.

Aroma coffee by The Nero Roasting Company is already established being served in over 100 outlets the Nero Group will utilise its strategic association with UCC Coffee to help facilitate the rollout of the new brand, with further Aroma locations expected to open throughout 2024 and beyond.