Jenna’s Promise Roasting Co. in Johnson, VT, is a small-batch coffee roastery rooted in purpose. More than a coffee company, Jenna’s Promise is a mission-driven social enterprise dedicated to quality, community, and second chances. Every roast reflects their commitment to craftsmanship while helping create meaningful employment opportunities for individuals in recovery and those rebuilding their lives. Proceeds from their coffee sales support the local nonprofit, Jenna’s Promise—a recovery community for women overcoming the obstacles and stigma associated with substance use disorder. 

The Tatro Family founded Jenna’s Promise Roasting Co. in May of 2021, following the loss of their daughter and sister, Jenna, who died from an opioid overdose in 2019 at the age of 26. Jenna’s Promise Roasting Co. was born out of a desire to transform loss into purpose. What began as a vision to create opportunity and healing through meaningful work evolved into a specialty coffee roastery focused on both excellence and impact. From day one, Jenna’s Promise’s goal has been to pair exceptional coffee with intentional community support. 

Their coffee beans are sourced from around the world and roasted in small batches, with meticulous attention to flavor development and balance. Beyond quality, what truly sets Jenna’s Promise apart is its “purpose in every cup” approach—every purchase supports Jenna’s Promise, helping create employment pathways and recovery-friendly workplace initiatives. Built on hope, with a guiding philosophy of people first, always. Jenna’s Promise believes great businesses are built on integrity, compassion, and consistency, and they strive to create products they are proud of while building a culture rooted in dignity, accountability, and hope. 

For the folks at Jenna’s Promise, seeing transformation—whether it’s a customer discovering a new favorite roast or a team member gaining confidence and stability through meaningful work—is a favorite part of what they do. Taking a thoughtful, focused approach to growth, Jenna’s Promise aims to expand its wholesale partnerships, deepen its community presence, and continue refining its craft. As they grow, they remain committed to increasing employment opportunities for women in recovery and strengthening the supportive services connected to their mission.  

“One of the biggest surprises has been how deeply people connect with businesses that lead with authenticity and purpose. The level of community support and shared belief in our mission continues to inspire us.”