Secret ingredient is love

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Alden Ward, Jason Smith and Rob Webb smell coffee beans in the roaster at Just Love Coffee Roasters. TMP/E. Edgemon
The free trade organic coffee roasted at Murfreesboro’s only roasterie has a special ingredient — love.

Direct sales from Just Love Coffee Roasters go to help Kids Care Orphanage in Addis Ababa, Ethiopia. It was the orphanage that cared for two of owner Rob Webb’s daughters before their adoption.

What makes the company unique is that any adoptive family or benevolent organization can raise money through their own customized web-based storefront. Beginning this year, parents of children with medical needs can start a website selling the 20 varieties of coffees.

Just Love Coffee Roasters also is partnering with organizations that help children to raise money for those organizations.

Recently, Just Love Coffee Roasters opened a physical storefront at 129 MTCS Drive to help promote the coffees to local residents.

“We just want a little place in Murfreesboro that is different,” Webb said.

The Roasterie located near Webb’s Refreshments, where Rob serves as president, is an open space selling brewed coffee by the cup and by the bag. Just Love Coffee Roasters also sells other merchandise like T-shirts, sweatshirts and totebags.

Free trade coffee ensures that the coffee farmers are guaranteed a minimum price above market. This helps the countries where there are many children available for adoption.

Customers pay want they want for cups of coffee at The Roasterie. Each month the proceeds are donated to a designated charity. Sales from January will be donated to the Boys and Girls Club.

Webb designed the space to be open where customers can watch coffee beans being roasted, relax at a table or couch or play a 1980s arcade game.

Anyone is welcome to come hang out or eat their lunch at the roasterie no matter if they buy anything or not, Webb said. He just wants to raise awareness of the company and its mission.

Webb wants to create awareness of the orphan crisis in the world. There are 143 million-149 million orphans in the world, but he said if you look at the families with the means to adopt the problem could be solved.

The Roasterie will double as a live music venue and is open to local musicians, community organizations and businesses.

Just Love Coffee Roasters launched in October 2009 in 800 square feet, but the roasterie quickly outgrew the space.

“It was a natural progression of wanting to expand,” said Jason Smith, roast master. They wanted a place where people could come in and get a cup of freshly brewed coffee.

Webb said Just Love Coffee Roasters is continuing to grow. It has 1,500 web storefronts and raised some $100,000 for families and organizations in its first 13 months.

Webb said the company isn’t where he wants it to be right now, but he is confident that it will get there.

“I really want to make a difference,” he said, and raise millions of dollars for families and organizations.

Webb started developing plans for the new roasterie early last year and began collecting classic ‘80s arcade games in his garage. Games range from Star Wars and Tron to Ms. Pac Man and Donkey Kong.

The new space ended up personifying Webb who has been a D.J. for 25 years and has a master’s degree in piano from MTSU.

“It is me wrapped up in a building,” he said.

The space is filled with things he loves from coffee and arcade games to musical equipment; his favorite quotes are painted on the walls along side pictures from his travels are on the walls.

Hours of operation are Monday-Friday 6 a.m.-6 p.m.

For more information, visit The website will relaunch with a new look and additional information early this year.

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