Brewing bold ideas: UMaine students strategize growth with Aroma Joe’s
When Sam Seekins enrolled at the University of Maine, he didn’t expect to take a course that would have him working with one of the country’s fastest-growing beverage brands. But this fall, that’s exactly what he and his classmates are doing.
As part of The Business of Handcrafted Beverages, an Advanced Research Learning Experience (ARLE) course in the Maine Business School, Seekins and his classmates are learning the business of consulting, working with Aroma Joe’s, a New England-based coffee company expanding rapidly across the country.
The semester-long project challenges students to develop business strategies that address real-world problems while collaborating directly with company leaders.
The course is taught by Buffie McCue Quinn, a lecturer in management and marketing, who designed it to combine academic rigor with professional-level consulting experience.
“A couple of my friends took Dr. Quinn’s Advanced RLE class with Bath Iron Works the previous semester, and hearing how unique the experience was really caught my attention,” Seekins said. “I was looking for a course where I could apply the knowledge I’ve gathered here at the university.”
ARLE courses like The Business of Handcrafted Beverages are part of the UMS TRANSFORMS Student Success and Retention Initiative, supported by a multiyear $320 million grant to the University of Maine System by the Harold Alfond Foundation. They offer students more in-depth knowledge and experience in their fields of interest, enhance their critical thinking and equip them with specialized skills that will better prepare them for their future careers.
By the end of the semester, the student teams will present their research-driven recommendations directly to Aroma Joe’s senior leadership. Their projects range from improving franchise operations and digital ordering strategies to exploring how artificial intelligence can enhance employee training.
A classroom that feels like a consulting firm
Quinn said she enjoys teaching the class because it brings theory to life through meaningful, real-world application.
“I enjoy teaching this class because it brings the theory students learn in the classroom to life through meaningful, real-world application,” Quinn said. “Students are challenged to think critically, collaborate effectively and communicate with a professional audience. The most rewarding part is watching them realize they are capable of solving complex business problems.”
She said Aroma Joe’s was a natural partner for the course. Students already know and love the brand, which fuels their creativity.
“They are eager to make a meaningful contribution to a company they interact with in their own lives,” she said. “This familiarity allows them to think like both customers and consultants, bridging the gap between user experience and business strategy.”
Students at the center
Seekins said what sets the course apart is its direct connection to industry.
“It answers the question every student asks: ‘How am I going to apply this course to the real world?’” he said. He adds that the hands-on learning and the opportunity to collaborate with a successful company make this class stand out.
He’s most excited to see his team’s work come together at the end of the semester.
“I have no doubt that the sense of accomplishment from presenting our results will be extremely rewarding,” Seekins said. “Just as importantly, the connections we’re building, with classmates and with industry professionals, will be invaluable.”
A partnership that matters
For Aroma Joe’s, partnering with UMaine students is a chance to engage directly with the next generation of customers and business leaders.
“At Aroma Joe’s, we are passionate about serving the next generation,” said Courtney Cheever, chief operating officer of Aroma Joe’s Franchising LLC. “Many of our customers, baristas and future leaders are college and high school students. Partnering with UMaine business students gives us the opportunity to connect with people who represent a large part of our customer base and bring fresh energy, curiosity and bold ideas to the table.”
Cheever said the collaboration benefits both sides.
“Students bring an unfiltered, innovative lens that challenges us to see opportunities we may overlook from inside the business,” she said. “Their insights can help us refine our messaging, improve customer experiences and build stronger pathways to connect with younger audiences. At the same time, this partnership allows us to live out our mission — Positively Impacting People — by investing in students’ growth and giving them a real-world platform to apply their learning.”
Connecting students and industry
This collaboration highlights the Maine Business School’s commitment to experiential learning — immersive opportunities that prepare students for the challenges of modern business. Through projects like this, students gain résumé-building consulting experience, professional development and executive-level exposure that sharpen their skills and career prospects.
For partners like Aroma Joe’s, these collaborations spark innovation, strengthen brand relevance and build meaningful connections with the business leaders of tomorrow.
Contact: Melanie Brooks, melanie.brooks@maine.edu