Joe Coffee Company

Curator's Notes

Joe Coffee founder Jonathan Rubinstein opened his first cafe on a cozy corner in Greenwich Village in 2003 with a simple vision: brew exceptional coffee and serve it with genuine New York hospitality. Two decades later, Joe has grown into the city's hometown specialty coffee company, with over 20 cafes across Manhattan, Brooklyn, Queens, and Westchester, and their own roastery in Long Island City. They source at least 80% of their coffees from Rainforest Alliance certified producers and hold themselves to the same rigorous standards they ask of their farm partners. Classic New York: high standards, no shortcuts, and always reliable. In the cup, expect approachable, beautifully crafted coffees with the smooth, dependable quality of a great New York institution.

From the Roaster

Back in 2003, Joe Coffee founder Jonathan Rubinstein had a simple vision: brew high quality, delicious coffee, and serve it to the neighborhood with warm hospitality. Since our very first cafe opened 20 years ago on that cozy corner of Waverly and Gay in Greenwich Village, our mission has remained the same—to share our unwavering commitment to quality coffee while creating a welcoming space for the community. Two decades later, we’ve expanded to over 20 cafes throughout Manhattan, Brooklyn, Queens, and Westchester, with our very own roastery in Long Island City. As New York's hometown specialty coffee company, we're proud to continue to innovate and lead as the specialty coffee movement expands. We believe that exceptional coffee isn’t just defined by quality, but by the ability to leave a positive impact on the coffee supply stream at each step of the way. We are committed to sourcing at least 80% of our coffees from Rainforest Alliance certified producers. Because Rainforest Alliance certification extends beyond the farm, all actors in the supply stream, including roasters as the final stewards of the coffee, must adhere to a rigorous set of standards. We’re proud to hold this accountability—it’s an essential part of contributing to a more equitable and sustainable supply stream.