Aroma Opens New York Branch, But It's NOT Kosher

Aroma Aroma, one of my favorite coffee chains in Israel, is opening a New York branch.  Click here to read about it.

None of the Aroma branches in Israel serves any meat on the menu.  Some have kosher certification, some don’t.  The ones that don’t have certification are because they are open on Shabbat, not because they serve anything that is not kosher.  So many observant Jews, myself included, feel comfortable patronizing any Aroma branch because we know, certificate or not, they don’t serve any food that is not kosher.

The New York branch, unfortunately, is not following this policy.  The July 12 newsletter of Kosher Today contains a full report.  I believe Kosher Today’s analysis is correct, Aroma will lose more revenue by alienating the observant population than they will gain from selling a few turkey sandwiches.  As much as I love Iced Aromas–a way improved version of Starbuck’s Frappucino, I will not patronize any Aroma branches in the US if they serve non-kosher food at any of them.  I will continue to bring my business to Starbucks when I’m in New York.

If you would like to write to Aroma to express your feelings (who knows, maybe they would respond to the public) you can write them at .

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Barry Leff

Rabbi Barry (Baruch) Leff is a dual Israeli-American business executive, teacher, speaker and writer who divides his time between Israel and the US.

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