Product Information Standards

What roasters must disclose

Every coffee product on Who’s Brew must include a defined set of fields before it can be published. Listings missing any required field are blocked from publishing and surfaced to admins for review.

• Product name and roaster identity
• Roast level (light, medium, medium-dark, dark)
• Origin (country, and region or farm where applicable)
• Process method (washed, natural, honey, anaerobic, or other)
• Format and weight (whole bean, ground, K-Cup, pod; size in oz or g)
• Tasting or flavor notes
• Roast date or roast-to-order status, plus the roaster’s typical roast-to-ship window
• Price, availability, and shipping handling time
• At least one product image with descriptive alt text

What is verified vs. roaster-provided

Who’s Brew separates information that the marketplace verifies from information that is supplied by the roaster. This distinction is shown on listings so customers know exactly what the platform stands behind.

• Verified by Who’s Brew: roaster identity, business legitimacy, presence of required fields, accuracy of structural data (price, weight, format, origin spelling, certification names).
• Roaster-provided: tasting notes, flavor descriptions, roast date claims, process narrative, sourcing stories, and any subjective copy.
• Customers can report a listing if it appears inaccurate; reports trigger an admin review and may affect the roaster’s standing.

Certifications and trade labels

Certifications such as Organic, Fair Trade, Rainforest Alliance, and Direct Trade are displayed only when the roaster has selected the certification and committed that the product meets it. Who’s Brew may request documentation when a customer disputes a claim. Direct Trade is a roaster-defined relationship and is presented as such.

Freshness disclosure

Coffee freshness is a marketplace standard. Each coffee listing must state either a specific roast date or roast-to-order availability. Roasters that roast on a schedule must also state their typical roast-to-ship window. The Roast-to-Order Coffee page explains how this works on listings.

Images and descriptive copy

Product images must show the actual product. Stock photography of unrelated coffee, generic farm photos passed off as the product’s origin, and AI-generated misrepresentations are not permitted. Image alt text is required and is reviewed during onboarding.

How customers can evaluate a listing

• Check the roast date or roast-to-order status. Fresher is generally better.
• Read the roaster’s storefront page for sourcing approach, location, and history.
• Compare the format and weight to the price.
• Look at flavor notes and roast level together; light roasts highlight origin, dark roasts highlight roast character.
• Use customer reviews where available.

How to report inaccurate information

If a listing appears inaccurate, contact support through the contact form or use the report option on the product page. Submissions are reviewed by the admin team and may result in listing edits, suspension, or removal. Repeated issues affect the roaster’s standing on the marketplace.