A JOURNEY FROM ETHIOPIA TO YOUR CUP

It all began in the ancient Ethiopia.

According to legend, a curious goat herder named Kaldi noticed his goats behaving unusually after eating red berries from a nearby tree.


Intrigued, he tried the berries himself and felt an unexpected burst of energy.

Kaldi shared his discovery with the monks at a local monastery, who began brewing a drink that helped them stay awake during long hours of prayer.

THE LEGEND OF COFFEE's DISCOVERY


Coffee’s story begins deep in the lush highlands of Ethiopia, in the ancient coffee forests where it is said to have been first discovered.


Legend tells us of Kaldi, a humble goat herder, who noticed something unusual one day as he tended to his flock.

His goats, after eating the bright red berries from a nearby tree, became unusually energetic - leaping about and refusing to sleep through the night.


Intrigued, Kaldi sampled the berries himself, soon feeling the same invigorating effect.


Seeking guidance, he brought his discovery to a local monastery, where the abbot brewed a drink from the berries.


He, too, found it remarkable, realizing that this new beverage kept him alert through the long hours of evening prayer.


The discovery was shared with other monks, and word quickly spread, sparking the beginning of a tradition that would transcend time and borders.


FROM ETHIOPIA TO THE WORLD


As the story traveled beyond Ethiopia, it found fertile ground on the Arabian Peninsula, where coffee cultivation took root in the 15th century.


It wasn’t long before the beverage gained popularity not only for its unique flavour, but for its ability to energise the body and mind.


The bustling coffee houses of Yemen, known as qahveh khaneh, became centers of social and intellectual exchange.


In these spaces, coffee was more than just a drink - it was a cultural experience, bringing people together to share ideas, listen to music, and stay informed about current events.


The rise of these coffee houses transformed coffee into a symbol of connection and conversation.


Pilgrims visiting the holy city of Mecca carried the beverage back to their homelands, helping spread it across Persia, Egypt, and the Ottoman Empire, where it became an essential part of daily life.


A GLOBAL PHENOMENON


By the 17th century, coffee had arrived in Europe, where it quickly became a cultural staple.

Despite initial resistance from some, who referred to it as the “bitter invention of Satan,” coffee soon gained the approval of Pope Clement VIII.


From the coffee houses of Venice to the penny universities of London, where patrons could buy a cup for a penny and engage in lively debate, the drink fuelled both social life and intellectual discourse.

As coffee spread throughout the world, its cultivation expanded beyond Arabia.


The Dutch successfully cultivated coffee in Java, and from there, it reached the tropical climates of South and Central America, where coffee plantations flourished.

By the 18th century, coffee was one of the world’s most sought-after commodities - a status it still holds today.

An illustration of a coffee maker honoring a vintage coffe machine

HONORING TRADITION, SHAPING THE FUTURE


At Alero, we believe that every cup of coffee carries with it a piece of this rich history.


Our mission is to honor the legacy of coffee by embracing its true origins—right back to the heart of Ethiopia, where it all began.


We are proud to partner with a family-run farm in Ethiopia, working closely with farmers who share our commitment to sustainable practices and community-driven growth.


Through this partnership, we ensure that our beans are ethically sourced, contributing to the wellbeing of the local communities who have cultivated coffee for generations.


For us, it’s not just about delivering exceptional coffee—it’s about preserving the story, culture, and traditions that are woven into every bean.


Alero’s partnership with Ethiopian farmers represents our commitment to creating a meaningful connection between the origins of coffee and the people who enjoy it around the world.


With each order, we are helping to support sustainable farming practices that benefit both the environment and the communities that nurture these beans, ensuring a future where the story of coffee continues to thrive.

Our Mission

FROM FARM TO CUP


Today, Alero’s coffee is sourced from ethical farms across Honduras, Brazil, and Colombia.


These beans are handpicked and carefully processed before arriving at our roastery, where we combine traditional methods with modern techniques to bring out the best in each blend.


Every cup of Alero coffee tells a story—a story that stretches back to Ethiopia’s legendary coffee forests and continues in your hands.


CELEBRATE COFFEE'S RICH HERITAGE