Friedhats Coffee Roasters

More About Friedhats Coffee Roasters

Friedhats started in late 2016 as a new specialty coffee roastery in the Dutch capital. Founders Lex Wenneker and Dylan Sedgwick launched the brand following the closure of their previous project, Headfirst. These two friends made the conscious transition from barista competitions and working in cafés to roasting their own coffee.

Wenneker is a well-known name within the international coffee community. He won the Dutch Brewers Cup in 2022 and reached the finals of the World Barista Championship twice. In 2018, he even took second place at this world championship in Amsterdam. Within the industry, he is regarded as a pioneer of the third-wave coffee culture in the Netherlands.

Roasting Philosophy and Consistent Quality

The micro-roastery selects green coffee beans based solely on flavor. During the roasting process, the focus is strongly placed on accentuating the natural characteristics of the bean.

[Image of coffee flavor wheel]
Friedhats strives for honesty, transparency, and a product that performs consistently every time and everywhere. According to the founders, coffee should taste fantastic, regardless of the person preparing the brew.

To guarantee this high level of quality, the team roasts on Mondays, Tuesdays, and Thursdays. After roasting, the fresh coffee degasses for twelve to twenty-four hours before being sealed. To assist consumers, the brand shares specific brewing methods online. For example, Wenneker’s award-winning recipe uses a ratio of twenty grams of coffee to three hundred grams of water, combined with a so-called ‘bloom’ at exactly 62 degrees Celsius.

Sourcing and Producer Relations

The sourcing of green coffee is handled through direct trade with farmers and via trusted European importers. A vital partner from the very beginning is Cafe Granja la Esperanza (CGLE). This Colombian group owns five farms in the regions of Valle del Cauca and Cundinamarca. In 2007, they were the first to bring the famous Gesha variety to Colombia after winning the Cup of Excellence in Panama.

Additionally, the brand offers a diversity of other origins and flavor profiles. Kenyan washed coffees, such as the Kii AB and Kiamugumo, stand out with notes of blackberry, dewberry, hibiscus, and lime. Specific microlots from Ethiopia and Peru are also available. A great example of this is the coffee from the Cruz Pata community, where eight farmers collaborate on plots of land of approximately one and a half hectares.

Assortment, B2B, and the FUKU Café

The product range is aimed at connoisseurs, the hospitality sector, and corporate clients. The rotating assortment includes striking options, including:

The Friedhats Blend: a consistent espresso blend of 66% Brazil and 34% Ethiopia, without any cheap fillers.
Various single origins such as the Colombia Seco de Manrepo, Brazil Daterra Santa Colomba, and the Rwanda Mahembe #5 Filter.
Experimental processes such as the Indonesia Frinsa Rujak Bebeg Anaerobic and the Colombia Gesha Clouds Natural Anaerobic.
The exclusive Super Special Sampler CGLE Box for the true enthusiast.

Beans are sold with roast profiles for filter, espresso, or as an omni-roast. Through a targeted business approach, Friedhats supplies cafés, restaurants, and offices. Those interested can also taste the coffee themselves at the FUKU Café. This location at Bos en Lommerweg 136H is open seven days a week. The café serves nearly the entire line-up, including experimental and ‘boozy’ competition coffees.

Sustainability, Logistics, and Brand Identity

For the Amsterdam-based company, sustainability is an ongoing process rather than a simple buzzword. The packaging is designed to be reused, refilled, or at least recycled. The operational side of the roastery is located at Nieuwe Hemweg 36, where wholesale customers can also visit by appointment.

Orders are processed with logistical efficiency via platforms like Shopify and carriers such as DHL and PostNL. An order may weigh a maximum of twenty kilograms and is typically shipped within three days. To guarantee freshness, filter coffee is sent out no later than seven days after roasting, and espresso no later than ten days. Customer data is secure; the privacy policy clearly states that personal data is not resold or traded.

Finally, the visual identity of the brand is immediately striking. The design revolves entirely around the ‘Little Monkey Man’. The philosophy behind this is that the branding does not have to have anything to do with coffee. This creative aspect is managed by Ivo Janss, who holds the unique role of ‘Artist in Chief’ within the company.

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