The name 'Jooma' was conceived to suggest the powerful and nourishing qualities of coffee with an African flavour and global appeal. Originally intended as an upmarket, retail coffee café primarily, Jooma is starting out as a mobile café exclusively and has focused on bringing good quality coffee to sporting, cultural and business events in South Africa. To this end Jooma has designed, engineered and developed a highly specialised mobile coffee vending unit, the JoomVU, to provide a temporary coffee-oriented space where people can find a moment of solace to recharge before, during and after an event. Jooma is a stylish and pragmatic point of convenience for people who love to look good with a great cup of coffee served by an outstanding coffee brand. Central to the brand is the idea of 'the inner sense of coffee' and this is reflected in everything Jooma does. It's an idea that can be easily shared and means something different to each person, just like the experience of drinking coffee.