The Nero Group launches ‘Aroma by The Nero Roasting Company’

The Nero Group, owner of premium coffee house brand Caffè Nero, has announced the launch of its ‘Aroma by The Nero Roasting Company’ wholesale brand.
Aroma is a wholesale coffee brand set up by The Nero Group to 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 specialty 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).
Any partner utilising the Aroma brand will benefit from over 150 years of combined roasting experience at The Nero Roasting Company through beans specially roasted to the same high-quality standards found across The Nero Group.
The launch of Aroma by The Nero Roasting Company comes after years of extensive demand from prospective partners wanting access to The Nero Group’s expertise and to have its high-quality coffee in their own locations. While Caffè Nero is a full in-store experience, which delivers premium coffee and deli food, matched by personal heartfelt service in specially designed environment, Aroma by The Nero Roasting Company allows access to the Group’s expertise, brand value and premium coffee in any location, be that in a workplace, university, hotel, or similar.
Group Founder and CEO, Gerry Ford commented: “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 specialty coffee.
“Our Group is now trading strongly following the challenges of the pandemic. The launch of Aroma by The Nero Roasting Company is an attempt to fulfil long-standing demand that has been asking for a better wholesale coffee product for some time.”.
Aroma coffee by The Nero Roasting Company is already established being served in over 100 outlets and the Nero Group will utilise its strategic association with UCC Coffee to help facilitate the roll out of the new brand, with further Aroma locations expected to open throughout 2024 and beyond.
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Notes to Editors
• Aroma is The Nero Group’s wholesale coffee brand set up to allow selected partners to benefit from the Group’s vast experience in high-quality specialty coffee buying, roasting and blending.
• The Nero Group aims to grow the Aroma brand at pace across the UK.
• Caffè Nero is the largest independent coffee house group in Europe.
• The Nero Group and Caffè Nero remain family owned and operated businesses.
• The Nero Group operates over 1,000 stores across 10 countries
• The Group has more than 620 Caffè Nero stores across the UK.
• The Nero Group currently employs over 7,000 people in the UK
• Since 2016, through its charitable foundation, Caffè Nero has donated over $850,000 to UK and international humanitarian causes, as well as supporting and funding coffee farmers in the communities which produce Caffè Nero’s green coffee beans
• Caffè Nero was founded by Gerry Ford in 1997 and he continues to be the Group CEO.