Skip to main content
Who Makes The
BEST COFFEE
US Brand Directory
New York, New York, New York · Specialty Coffee Brand Deep Dive

Joe Coffee Company

Editorial sacred-geometry artwork for Joe Coffee Company; not a documentary photograph
Owned by Union Square Hospitality GroupRoasts its own coffeeSourcing: Farm level
TagsJoe Coffee CompanyNew York coffee roastersGuatemalaRwandaKenyaNicaraguaOwned by Union Square Hospitality GroupFarm levelRoasts in-house
Visit Joe Coffee Company's site

Joe Coffee Company is a prominent New York-based specialty coffee roaster and retailer that has grown from a single Greenwich Village shop into a multi-cafe operation. The company is dedicated to approachable, high-quality coffee, maintaining its own roasting facility in Long Island City while fostering strong, ethical relationships with coffee producers. Their business model balances a commitment to craft and education with a deep focus on neighborhood hospitality and community engagement.

Corporate ownership disclosure

Joe Coffee Company is owned by Union Square Hospitality Group

Joe Coffee Company is an independent, family-owned business founded by Jonathan Rubinstein. While the company has received investment from Danny Meyer’s Union Square Hospitality Group to support its growth and expansion, it remains an independent entity.

Ultimate owner: a mid-size coffee group

Ownership is disclosed when documented. Corporate parents can shape sourcing and independence claims. Public sources were researched as of 2026-11-03.

See every brand in this owner's portfolio →
Ownership
Joe Coffee Company is an independent, family-owned business founded by Jonathan Rubinstein. While the company has received investment from Danny Meyer’s Union Square Hospitality Group to support its growth and expansion, it remains an independent entity.
Founded
2003
Roasting
Reported to roast in-house.
What it's known for
Joe Coffee is widely recognized as a foundational name in the New York City specialty coffee scene, known for its commitment to warm hospitality, community-focused cafe culture, and high-quality roasting.
Sourcing countries
Guatemala · Rwanda · Kenya · Nicaragua
Farm-level sourcing
The brand prioritizes long-term relationships with producers and emphasizes gender equity by sourcing from women-led farms and cooperatives. They provide transparency by naming specific farms, washing stations, or cooperatives for their single-origin offerings. Additionally, they aim for at least 80% of their coffee to be Rainforest Alliance certified.
Notable coffees
  • — The Village (Rwanda, Ejo Heza Women/Kopakama Cooperative)
  • — The Waverly
  • — Joe Espresso
  • — Cafè Feminista: Blanca Suazo
  • — Cafè Feminista: Montze Olvera
In the news

Recent news and media coverage about Joe Coffee Company, as documented by outside outlets. We link to the original reporting and do not rewrite or endorse it.

2026-09-03 · World Coffee Portal
New York’s Joe Coffee secures first US airline partnership

Joe Coffee has entered into a partnership to supply coffee for JetBlue's new domestic first-class service, BlueFirst. This marks the New York-based roaster's first collaboration with a US airline, reflecting the industry trend of premium coffee becoming a key component of the inflight experience.

Sources used in this deep dive
Research disclosure — this profile was compiled from public online sources on 2026-11-03. This company overview is not a tasting review. Original tasting reviews are labeled separately when they exist. Ownership, roasting and sourcing details are attributed to documented sources. While the brand publishes extensive information about its sourcing philosophy and specific producer partnerships, it does not provide a comprehensive, real-time list of every farm currently in its supply chain.

Your coffee interests. Every section.

Learn something new, follow the people behind your cup, or explore by flavor and tags.