When it comes to coffee, it's not easy to succeed against "the big guys," but Rook Coffee Roasters is the exception.

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Like most business success stories, it started with an idea from childhood friends Holly Migliaccio and Shawn Kingsley.

Opening up a coffee shop in Monmouth County may not sound like a unique idea, but there's one aspect of Rook's that is brilliant and has made all the difference. Fair trade.

Fair Trade goods are from farmers and workers around the world who are justly compensated. Fair Trade helps farmers in developing countries build sustainable businesses that positively influence their communities.

Rook Coffee Roasters also brew organic java. They are staples in Little Silver, Long Branch and Oakhurst.

This summer, they are opening up a location in Wall in the Olde Tudor Village on Route 35.