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Coffee culture is firmly entrenched in the Israeli lifestyle, but Israelis like good quality European style coffee. When Starbucks entered the country some years ago, it was soon ousted by chains like Aroma and Arcaffe. Aroma was founded in Israel in 1994 and has expanded to about 80 branches throughout the country. In the process, the company developed its signature style: quality coffee, great food, large, fresh portions, and friendly service.
When the company realized that it was on to something that would be valued throughout the world, Aroma decided to venture beyond Israel's borders, opening its first US branch in Soho, New York, three years ago. The company has plans to continue to expand throughout the United States.
By Nitsana Bellehsen, www.israel21c.org
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