A love for coffee, the desire to give back and a culinary background proved to be the perfect recipe for Joana Wade, owner of JavAroma Roasters in Mitchell, Indiana.
“It all started when I was in college,” Wade says. “I was working full time and a full-time student, and coffee shops became a place I went to gather with others and study. I became fascinated with all the different nuances of the coffee itself.”
Although she was studying to obtain a Bible degree at the time, Wade had previously earned a culinary degree. She discovered coffee was similar to wine in that the taste and qualities are influenced by its environment.
“The altitude, soil and processes that farmers do at origin really make a difference in coffee,” she explains.
In 2015, Wade decided to turn her fascination into a business that allows her to connect with the community, help people and advocate for the environment. And so, JavAroma Roasters was born. The name comes from a mashup of “java,” the slang term for coffee, and the sensory feeling of smelling the delicious aroma of a fresh roast when you walk into a coffee shop.
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Connection Over Coffee
As the only employee of JavAroma Roasters, Wade wears a lot of hats. She offers high-quality whole-bean and ground coffee blends from around the world, as well as signature blends, which she mixes and sells through an online retail store and at local grocery stores in the area. None of her coffees are artificially flavored, and the varieties originate from the different environments where the coffee is grown.
About once a month, she hosts an open house at her retail location, offering coffee and desserts to bring the local community together and promote sponsorships or fundraising opportunities with schools, sports teams and more. Wade says she wants the open houses to be fun, community-focused events.
“Most roasters are 100% retail or wholesale, but in small-town Indiana, I have the opportunity to do both,” Wade says. “I’m so thankful because my local community definitely supports me.”
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Farm to Cup
Part of Wade’s mission is to give back to her community through fresh, quality coffee but also through transparency and education around where coffee comes from – especially since it can’t be grown in Indiana.
“It’s so important to know where our food comes from, and I think if you’re able to show the origins, people are more connected,” Wade says. “It’s the same with coffee. I want to be transparent with my sourcing so people can connect and become loyal, trusting customers.”
Wade works with importers who have established sustainability plans, helping coffee farmers adopt efficient practices that produce better yields. It’s important to her that she sources from farmers and organizations who value the environment and do their best to implement best practices and foster stewardship.
“There’s a program in Honduras that gifts farmers coffee seedling trees to plant for future generations,” Wade says. “I want to help bring awareness to things like that and support those programs with JavAroma Roasters. This company isn’t just for an income; it’s a passion project that helps me promote awareness of the industry.”
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Brewing Up the Future
Every day looks different for Wade – a quality she enjoys.
“Some days are production days,” she says. “I roast beans and fill orders. Other days, I’m going to grocery stores to deliver and stock the products myself. And then there are days for paperwork.”
As for the future, Wade says she’s finally reached the place she wanted to be when she first started JavAroma Roasters, but she doesn’t want to feel complacent.
“I never want to be content with how things are,” she says. “I think there’s always something new to learn and ways to improve.”
Wade has faced challenges over the last several years, including effects from COVID-19 and other factors outside of her control but says she’s learned how to pivot and be resilient.
“As a business owner, you have to be flexible and persistent,” she says. “There will always be challenges thrown your way, but I’ve learned how to navigate them while staying transparent with my customers.”
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If You Go ...
JavAroma Roasters
Location: 1228 W. Warren St., Mitchell
Website: javaromaroasters.com
Contact: 812-329-0087, info@javaromaroasters.com or wholesale@javaromaroasters.com
For more information and upcoming open house dates, visit the website, where you can also order coffee and find local stores carrying JavAroma Roasters products.
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