In June we will ship coffee from our first non-nordic roaster. We've hooked up with White Label Coffee from Amsterdam, Netherlands!
The story of White Label Coffee starts back in 2014. Elmer and Francesco both worked at the same café, Espressofabreik, when they decided to start something on their own. It was not a question whether or not they were going to roast their coffee themselves: of course they were! Elmer had some roasting experience from Espressofabreik, and Francesco did a lot of roasting there. White Label Coffee was born.
For Elmer and Francesco roasting is all about developing the unique characteristics and aromas of the coffee. They aim for full development of the coffee's aromas, without roasting it too dark. A coffee where you can feel the flavour of the origin, without any bitterness.
Elmer explains that “White Label refers to a blank piece of paper, still open to anything”. The core of their philosophy is openness: from the way they approach their guests, to their wholesale partners and the coffee farmers. When we ask Elmer about the future of White Label he tells us it’s about developing their product. They want to reach out to more people to show them what coffee can be about. They want to develop their knowledge and experiments in cooperation with both traders and farmers, and do more research themselves. In five years time they want to open a second (or even third) café.
We ship coffee from White Label Coffee in mid-June. Join us on or before 8th June to get your box of coffee! For the first time we also offer 250g-bags next to our tasting box. Subscribe now!