NL Capriole Coffee
Capriole grew from a coffee roastery in Den Haag into a premium brand for the B2B market, featuring artisanally roasted coffee, direct sourcing, and ambitious sustainability goals.
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More About Capriole Coffee
The Evolution of a Family Business from Den Haag
In 1975, Peter Ultee founded the coffee roastery Capriole. His vision was clear: the Dutch workplace deserved truly delicious coffee. What began with instant coffee evolved into a versatile service provider with its own coffee brand.
The family succession within the company has been remarkably transparent. Pascal Ultee joined the business in 1995, and Joyce Ultee followed in 2008. Over the past fifty years, the company has provided the business market with over forty thousand machines and more than a billion cups of coffee.
In November 2023, Capriole Coffee Service was acquired by the Belgian group Miko. At that time, the company had an annual turnover of over twelve million euros with approximately sixty employees. Miko views Capriole as a strategically important player for the B2B market in the Benelux. Pascal Ultee remained as director following the acquisition.
Flavor Profiles and Artisanal Roasting
Capriole roasts its coffee beans slowly using traditional methods. This allows the aromas’s and flavors to develop fully. Didi Meijer, the quality manager and head roaster, develops a unique roast profile for every variety and guards the proprietary recipes.
The assortment caters to both hospitality professionals and home baristas’s. The blends each possess a distinctive character:
Paso Fino: The most popular blend, featuring beans from Brazil, Guatemala, Honduras, and Peru. This coffee offers notes of milk chocolate, caramel, and peach.
Forte: A traditional Italian style from Brazil, Peru, and Uganda, with flavors of dark chocolate and roasted peanut.
Flores: A spicy blend from Peru and Sumatra, featuring notes of aromatic cocoa and almond.
Haags Bakkie: A climate-conscious, fair trade blend. For every bag sold, one euro is donated to a local charity.
Additionally, the brand offers high-quality single origins. A prime example is the direct-trade Rwanda Abakundakawa Rushashi, which features notes of green tea, chocolate, and rose, achieving a cupping score of 86 points.
Sustainability and Direct Sourcing
Capriole strictly selects its green beans based on origin and quality. The company aims to reduce its climate impact and guarantee a livable income for farmers. To achieve this, they partner with importers such as This Side Up and Coffee Quest.
These partnerships enable direct contact with coffee producers. Didi Meijer always performs an additional quality check as soon as the beans arrive in Netherlands. Several coffees, such as the Forte and the Rwandan single origin, are explicitly sourced through direct trade.
Under the banner of Capriole Cares, the roastery works toward broad sustainability goals concerning people, the environment, and the product. Approximately 93 percent of the coffee assortment and the entire tea range carry sustainability certifications. The production of filter coffee and whole beans is climate-neutral. In October 2025, these efforts resulted in a B Corp certification, with the company achieving a B Impact Score of 81.4.
From Physical Café to Knowledge Platform
Between 2016 and April 2024, the Capriole Café in the Binckhorst area of Den Haag served as the brand’s public living room. This location combined a restaurant, coffee bar, and roastery. In 2018, the café won the award for most beautiful coffee venue and finished second in the Misset Koffie Top 100.
Following the closure of the café, the roastery moved to the head office in Ypenburg. Consumer sales continued seamlessly via Koffie.nl. This digital platform provides coffee beans, barista tools, and extensive inspiration for the home user.
Within this platform, Denise Dissel is responsible for communication and strategy, while Didi Meijer manages the assortment. Koffie.nl regularly publishes educational articles and serves as a calendar for events and workshops. This confirms Capriole’s hybrid identity: a powerful mix of a historic family business, a premium coffee brand, and a connector within the coffee community.
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