Roaster Standards on Who’s Brew
Who’s Brew is built on a simple idea: centralized standards, decentralized craft. Independent roasters keep their unique approach to sourcing and roasting. Who’s Brew sets and enforces marketplace-wide expectations so customers can trust every maker.
Last updated
Who can sell on Who’s Brew
Who’s Brew is open to independent coffee companies that meet a clear set of expectations:
- Independent coffee companies — not resellers or dropshippers
- Source and roast their own coffee
- Provide product-level details such as origin, process, roast level, and roast dates
- Maintain fulfillment practices that meet marketplace shipping and handling standards
What Who’s Brew does not do
Who’s Brew is a marketplace, not a roaster or a certifying body. Customers should know what we are not responsible for:
- Does not certify coffee directly
- Does not assign quality scores
- Does not control roasting
- Does not alter sourcing practices
Certifications and SCA-aligned practices
Some roasters may follow SCA-aligned practices or hold relevant certifications, which are displayed when provided. These belong to the individual roaster or their supply chain — not to Who’s Brew as a marketplace.
Vendor approval
Every roaster must apply and be approved before publishing on Who’s Brew. We review:
- Business legitimacy and documentation
- Website and public presence
- Sourcing and roast or blend model (in-house, partnered, imported)
- Product catalog quality and accuracy
- Fulfillment process and capacity
- Stripe Connect setup for payouts
Ongoing standards
Approval is a starting point. Vendors are monitored against these standards on every order:
- Product accuracy — listings must match what ships
- Freshness — see Freshness Standards for required disclosures
- Fulfillment timeline — vendors must ship within their stated handling time
- Customer response — vendors must respond to issues within the marketplace-defined window
- Cancellations and edits — repeated cancellations or stock edits trigger review
- Reviews — verified customer reviews are visible on storefronts
Why this matters
A marketplace works only when buyers can trust that any maker meets a baseline. Centralized standards protect customers without erasing the individual craft of each independent roaster.
Frequently Asked Questions
How are roasters vetted?
Each vendor application is reviewed by Who’s Brew staff against business legitimacy, sourcing, fulfillment, and product quality criteria before they’re approved to sell.
Can vendors be removed?
Yes. Repeated unresolved issues, fraud, or false claims can lead to suspension or removal from the marketplace.
Does Who’s Brew test the coffee?
Who’s Brew reviews catalog accuracy, certifications, and customer feedback. We rely on transparent maker disclosures, public reviews, and quality monitoring rather than centralized cupping.
Where can I see a roaster’s standing?
Every approved roaster carries a visible Approved Who’s Brew Roaster badge on their storefront. Storefronts also surface fulfillment timeline and freshness practices.