Beans Coffee Roasters

More About Beans Coffee Roasters

Beans Coffee Roasters is a coffee roastery based in Ittervoort, Limburg. Registered as Beans Coffee Roasters B.V. at Laagveld 6, 6014 DD Ittervoort (KVK number 12046674), the company primarily serves B2B clients. Their coffee is typically sold under the clients’ own brands rather than through a primary consumer-facing line.

Origins and Family Heritage

The company’s history dates back to 1994, when Paul de Haan founded the business. The first shop, called De Haan’s Tea and Coffee Store, was located in Roermond. There, Paul de Haan spent his evenings roasting coffee on a 12kg Probat roaster.

The family had a long-standing connection to the coffee sector; Paul’s parents, Gerard and Jelly de Haan, founded Gerard de Haan b.v. in 1967, and Gerard de Haan had worked as a coffee broker since 1948. In a 2024 company profile, Paul de Haan’s motivation was described as a desire to introduce people to the world of coffee–a mission launched during a time when the Dutch market offered far less variety than it does today.

Roasting Process and Production

For its private-label clients, Beans Coffee Roasters utilizes a “slow-roast” method on Probat roasters. Once the roast is complete, it undergoes a quality check by the master roaster before being packed by hand. The company operates four large Probat roasters and employs 29 staff members.

A cornerstone of their current production is the Probat PX120, which was commissioned in the autumn of 2022. By 2023, over 25 percent of total production was handled by this machine. The PX120 features partial energy recirculation, which, according to technical data, can reduce gas consumption by up to 30 percent.

The private-label process follows a strict schedule: coffee is roasted the day after an order is placed, followed by packaging and shipping the following day. This streamlined workflow underscores the company’s focus on commercial orders and client agreements.

Assortment and Origin

For specialty shops, Beans Coffee Roasters offers a selection of over 40 coffee varieties, with origins spanning Latin America, Africa, and Asia-Pacific. Latin American offerings include Colombia Supremo, Guatemala Comal, and Brasil Cerrado. From Africa, they feature Ethiopia Sidamo, Kenya AA Top, and Rwanda Cyangugu. For Asia-Pacific, they list Toradja Kalossi, Sumatra Gayo Mountain, and Papua New Guinea Sigri.

In addition to these origins, the Maya-blend and a Tanzania single origin are featured. For the Tanzania coffee, Beans notes an SCA score of 83+. This score places the coffee within the standard framework for specialty coffee, though it serves as a quality indicator rather than an independent ranking.

Sourcing and Supply Chain

Since 2016, Beans Coffee Roasters has been sourcing direct-trade coffee. The company has set a goal to add one new farmer to its network every year, with the ambition that the entire assortment will be direct-sourced within ten years. This remains a strategic policy goal rather than a completed milestone.

Their partners in Colombia include Don Dagoberto Hoyos Gómez from El Jardin and Don Alvaro Fugueroa from La Fuente, as well as Don José Tito Mora Jacoba from Buena Vista, Don Onesimo Galindez from El Ensueño, and Don Bernabe Tovar Roa from El Aposento. In Peru, they work with Farmer Wilder Simon from Oxapampa, associated with Association Aprocamé and Peru Los Mellizos. For Tanzania, APK (African Partnerships Kilimanjaro) is listed as a project partner, managing land near Kilimanjaro for seven cooperatives.

Sustainability and Climate Policy

The climate policy of Beans Coffee Roasters is aligned with the Climate Activator program by Anthesis, focusing on a “cradle-to-shelf” product scope. The goal is a 25 percent reduction in CO₂ by 2030, measured from the 2021 baseline, which equates to 2.5 percent per year. This is followed by a target of 1.25 percent per year between 2031 and 2050, aiming for a total reduction of 50 percent over 30 years.

Regarding packaging, the company utilizes aluminum-free mono-PE packaging, which can be recycled through plastic waste streams. For jute coffee sacks, Beans emphasizes reuse, provided the bags remain intact. Examples include wall and ceiling coverings, tree protection, animal enrichment, furniture upholstery, and decoration.

A 2022 article cited a calculation of 5.8 kg of CO² per kg of roasted coffee. Offsetting was handled via the Climate Neutral Group at a cost of €9.45 per ton of CO², mentioning forestry and cookstove programs. The 2024 policy also refers to these forms of compensation.

Distribution and corporate clients

Beans Coffee Roasters positions itself as a private-label roastery. Documented client groups include specialty coffee and tea shops, espresso bars, electronics retailers, vending companies, coffee wholesalers, supermarkets, and organic stores. Restaurants, delicatessens, and cookware stores are also mentioned as sales channels.

Their corporate reach extends beyond the Netherlands. A 2025 story mentioned vending clients in the Netherlands, Belgium, Germany, Switzerland, Denmark, and the United Kingdom. Capriole Coffee Service is a documented example of a partner; as of August 2025, this party had collaborated with Beans for eight years.

Cupping, projects, and team

There is no publicly documented public café or tasting room. However, there is a cupping space for private-label clients where coffees are compared and assortments are determined. The cuppings follow a standardized method, utilizing cupping spoons for evaluation and quality checks prior to shipment.

On a social level, the Food for Kids project in Tanzania is documented. In July 2025, Beans mentioned supporting 50 schools, serving 11,977 children daily. For Tanzania coffee, €0.50 per kilo goes toward the project. Consequently, one container of 18,000 kg represents €9,000 in support. By mid-2025, over €5,000 had been transferred.

Furthermore, collaborations involving film and ceramics are described. In 2025, Janine Niessen created the short film Yubeli with Beans. The 12-minute film focuses on Yubeli, the daughter of Colombian coffee farmer Dagoberto Hoyos Gómez. In 2026, Camac-Machi from Roermond created ceramic items, such as cupping bowls, mugs, and a filter coffee pot.

Paul de Haan is listed as the founder and director. Team information lists Felix and Freek as roasters, Pim as Sales & Account Manager, and Kelly as Marketing & Brand Director. Regarding Gina Staijen, there is a discrepancy in public information: a recent mention lists her as COO, while the team page lists Gina as Business Development Manager.

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