US Brand Directory
Verona, Wisconsin, Wisconsin · Specialty Coffee Brand Deep Dive
Alice Good Specialty Coffee
IndependentRoasted by Undisclosed Colombian roasting partnersSourcing: Origin / region level
Visit Alice Good Specialty Coffee's site Alice Good is a Latinx and women-owned specialty coffee shop in Verona, Wisconsin, that serves as a cultural bridge to Colombia. The business prioritizes social impact by sourcing coffee, glassware, and other products directly from Colombian vendors to support the local economy. Their cafe provides a welcoming space that emphasizes kindness, sustainability, and the celebration of Colombian heritage.
Ownership
Alice Good is an independent, family-owned business co-founded by two husband-wife duos: Ralph Stern and Laura Serrato, and Sara Serrato and Camilo Beltran.
Founded
2022
Roasting
Does not roast in-house — coffee is roasted by Undisclosed Colombian roasting partners.
What it's known for
Specializing in high-quality Colombian coffee and sourcing not only beans but also cafe goods and merchandise directly from Colombian startups and vendors to maximize economic impact in the country of origin.
Sourcing countries
Colombia
Farm-level sourcing
The brand sources its coffee directly from Colombia, emphasizing a commitment to returning economic benefits to the country of origin. While they highlight their focus on Colombian regions and partnerships with local startups, they do not consistently publish specific farm or producer names for their coffee offerings.
Sources used in this deep dive
- https://alicegood.co/
- https://alicegood.co/pages/our-path
- https://alicegood.co/pages/our-values
- https://www.veronapress.com/news/a-love-letter-to-colombia-from-verona/article_8a88ae7a-93bc-11ef-be46-2bf2f2a40be0.html
- https://www.visitmadison.com/listings/alice-good-specialty-coffee/185309
- https://wisconsinlife.org/story/all-is-good-at-alice-good-cafe-in-verona
Research disclosure — this profile was compiled from public online sources on 2026-09-29. It is not a review: we have not tasted this brand's coffee. Ownership, roasting and sourcing claims belong to the brand and its published materials. While the brand emphasizes direct sourcing and social impact, specific farm names or individual producer identities for their current coffee lineup are not publicly listed on their website.