Roaster Standards
Who’s Brew is built on a simple idea: centralized standards, decentralized craft. Independent roasters and tea houses keep their unique approach. Who’s Brew sets and enforces marketplace-wide expectations so customers can trust every maker.
Vendor approval
Every roaster and tea house 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
Enforcement tiers
When a vendor falls short, Who’s Brew uses a tiered process:
- Notice — minor issues with corrective guidance
- Warning — repeated missing data or unresolved customer issues
- Probation — high cancellation, refund, or non-response rates limit visibility
- Suspension — products hidden pending review
- Removal — fraud, repeated severe failures, or false claims end participation
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 or tea house.
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.