About – Aroma Holdings

ABOUT US

Aroma Holdings

A Journey Marked By Determination, Innovation, And Commitment.

Liliana Orozco, CEO of Aroma Holdings, embarked on her journey in the United States in the early 2000s, initially in New York, where she honed her skills in the hospitality industry. With experience spanning kitchen operations, serving, and management, Liliana’s passion for sharing Colombian culture led her to Virginia in late 2013. There, she began a small food delivery business, gradually expanding into catering for private events.

Driven by her vision to showcase Colombian essence, Liliana immersed herself in culinary studies and customer service roles. Her entrepreneurial spirit and dedication laid the foundation for the Aroma empire, earning recognition from the Colombian government and solidifying her status as a community icon.

Simultaneously, German Noriega, a civil engineer, navigated the construction industry since his immigration to the U.S. in 2001. Liliana and German’s shared aspirations sparked discussions about their life’s direction, with Liliana’s unwavering commitment to gastronomy and community service guiding their path.

Their journey took a pivotal turn when Liliana collaborated with a restaurant owner, introducing her Colombian dishes to the menu. Through perseverance and innovation, she transformed the struggling establishment into a thriving enterprise, incorporating Colombian cuisine and bakery offerings, laying the groundwork for Aroma’s success.

Aroma Holdings has seen remarkable growth and expansion under the leadership of Liliana Orozco and German Noriega. Their journey is marked by determination, innovation, and a commitment to showcasing Colombian culture and cuisine in the United States. Despite facing challenges such as the COVID-19 pandemic, they have persevered, continuously evolving their business model to meet the needs of their customers and communities.

Aroma Café

The essence of Colombian Hospitality.

Aroma Cafe was founded by Liliana Orozco in 2014, with a vision to bring the essence of Colombian hospitality and gastronomy to the American market. Starting as a small venture, Aroma Cafe quickly gained popularity, becoming a beloved community spot known for its authentic flavors and warm atmosphere. Over the years, Aroma Cafe has expanded its menu offerings and community engagement efforts, solidifying its reputation as a go-to destination for Colombian cuisine and culture.

Aroma Latin Fusion

The Fusion of traditional Colombian flavors with modern culinary techniques.

In 2020, Liliana Orozco and German Noriega introduced Aroma Latin Fusion, a high-end dining experience aimed at elevating Colombian cuisine to new heights. Despite challenges, including the onset of the COVID-19 pandemic, Aroma Latin Fusion opened its doors, captivating diners with its innovative menu and elegant ambiance. The restaurant quickly gained acclaim for its fusion of traditional Colombian flavors with modern culinary techniques, attracting diners from near and far.

Aroma Express

coffee, bakery, and authentic Colombian cuisine.

Building on the success of Aroma Cafe and Aroma Latin Fusion, Liliana Orozco and German Noriega launched Aroma Express in 2023. This concept aimed to bring the flavors of Aroma Cafe to new locations, offering a streamlined experience focused on specialty coffee, bakery items, and authentic Colombian cuisine. Aroma Express continues to expand its footprint, serving as a testament to the enduring appeal of Colombian flavors and the entrepreneurial spirit of its founders.

Aroma Express

Coffee, bakery, and Colombian flavor on the go.

Aroma Express was launched in 2023 by Liliana Orozco and Germán Noriega, inspired by the overwhelming success of their two beloved brands: Aroma Café and Aroma Latin Fusion. Recognizing the need for a more fast-paced, grab and go concept that still delivered the warmth and quality their customers love, they created Aroma Express, a more streamlined version of Aroma Café designed for those who want to enjoy great flavor without the wait.

Aroma Express brings together the best of what defines the Aroma experience: freshly baked pastries prepared in house daily and specialty coffee sourced directly from small independent farmers in Colombia. Every cup of coffee tells a story, every pastry is crafted with care, and every visit offers a moment of comfort in the middle of a busy day.

As Aroma Express continues to expand into new neighborhoods, it stays rooted in the same values that built the Aroma name: authenticity, community, and a deep love for Colombian traditions. More than just a coffee stop, it is a place where flavor meets convenience and every detail is designed to make people feel at home no matter how fast life moves.