Joma Bakery Cafe

Joma Bakery Cafe operates as a chain of cafes with a distinct social enterprise model, primarily located in Southeast Asia, including Laos, Vietnam, and Cambodia. The company's origins trace back to 1994 with a wholesale bakery in Vientiane called "Much and More," established by a Canadian to provide employment for returning Laotian refugees. In 1999, the business was acquired by two couples, Jonathan and Jocelyn Blair and Michael and Aun Harder, who later rebranded it as Joma in 2003—an acronym derived from the founders' first names (JO-MA).

The business functions as a North American-style cafe, serving a clientele of expatriates, tourists, and a growing local customer base. Its revenue is generated through direct-to-consumer sales in its cafes, as well as supplementary channels including catering, wholesale, and school canteen operations. A core tenet of Joma's financial structure is its commitment to social responsibility, allocating 10% of its profits to local charitable organizations and community initiatives.

Joma's product offerings center on high-quality food and coffee, with a menu featuring items like bagels, sandwiches, and pastries, all made in-house. The company distinguishes itself through its ethical sourcing practices, particularly its coffee, which is organic, fair-trade Arabica grown by a cooperative of farming families on the Bolaven Plateau in southern Laos. This approach supports ethnic minority groups who rely on the coffee harvest for their income. The company's social mission is deeply integrated into its operations, with a preferential hiring policy that provides job training and employment opportunities to individuals with disabilities, victims of abuse, and other disadvantaged persons. This workforce development initiative is a continuation of the original bakery's purpose and is supported through partnerships with NGOs like Hagar International.

Keywords: social enterprise, cafe chain, Southeast Asia, fair trade coffee, community development, ethical sourcing, workforce development, bakery cafe, Laos, Vietnam, Cambodia, North American food, sustainable agriculture, inclusive business, NGO partnership, refugee employment, victim support, social responsibility, catering services, wholesale bakery