Aviary is the roasting project of coffee industry consultant and green coffee buyer Christopher Feran. In his words: "As I consulted for roasters around the world (including some of the fastest-growing roasted brands in the U.S.), I worked on their behalf, using my skills and knowledge to help operators execute their vision. Their business models—even when innovative—fell under the umbrella of "traditional" coffee businesses. "I always brought along my philosophy of coffee, which I've expressed through tens of thousands of words on my blog—how I think about it, interact with it, buy it, and roast it—but have never actualized how I think we can run a different kind of coffee roastery. "Aviary is a roaster that exists solely to present coffees from that point of view—a hyper-focused, small-volume, e-commerce, direct-to-consumer roastery founded on principles of environmental and economic sustainability."