Geels & Co

Geels & Co began in 1863 when Antonius Geels exchanged colonial goods for coffee, tea and sugar. In 1866 he moved to the Warmoesstraat, the Amsterdam heart of the coffee trade, where demand and craftsmanship met. The business grew quickly as local shopkeepers remained loyal to his flavoursome beans.

Five generations kept the fire burning. Theodorus expanded the clientele before World War I, while Herman and Theo modernized the company in the 1920s. Since 2014 director Jeroen Tang has further professionalized the roastery and focused on offices and the hospitality sector, without letting go of the family's values.

Every week beans are freshly roasted by experienced roastmasters who combine tradition with precision automation. Their process reduces water use by 95% during chaff removal and ensures an even roast. Since 2016 one hundred percent of the coffee is Rainforest Alliance-certified, making sustainability an integral part of the flavor quality.

Each origin is roasted separately, then cupped until the flavors blend perfectly. Through strict selection, automated checks and human tasters, no batch leaves the roastery without a successful taste test. That craftsmanship translates directly into a rich crema layer in the cup.

The current range includes eight single-origin coffees and four blends, so both adventurous drinkers and lovers of familiar flavors can find a choice. Each variant is packed within 24 hours of roasting, which preserves the fresh aromas until grinding.

• Single origins, such as Guatemala with light citrus acidity and Costa Rica Tarrazu with nut and chocolate notes.
• Blends such as the powerful Piet-Hein Geels, the dark-roasted Italian Blend and Espresso Milano for a bold espresso.
• Decaffeinated options remain flavorful thanks to careful decaffeination and tailored roast profiles.

The Piet-Hein blend delivers a full, long-lasting finish in the Italian style, rated five stars by regular customers. The Italian Blend shows the same sturdy body but adds nutty cocoa accents, while Espresso Milano gives depth and bay-leaf notes to lungos and cappuccinos.

Geels imports beans from all corners of the world and continually tests new combinations. Limited batches, such as the giant bean Maragogype, demonstrate how rare varieties secure a place in the range. Successful trial roasts can later be added to the permanent line.

Customers can even have custom blends developed. Cafés and retailers receive small trial batches, after which Geels refines the recipes. This open experimentation keeps the roasters sharp and supplies the market with fresh flavours without compromising consistency.

Beans are packed in recyclable mono-plastic bags with a one-way valve. The valve allows CO₂ to escape but keeps oxygen out, preserving aromas. Collection and storage are handled via the CO₂-neutral Seabridge network, keeping every step in the chain climate-conscious.

'Gebrand op kwaliteit' is more than a slogan; it is a working method. Only beans that meet strict Rainforest and 4C criteria are purchased. After roasting, an in-house barista calibrates machines at corporate clients for grind, dosing and temperature so the cup of coffee matches the tasting-table result.

Geels & Co will expand its offering for offices and hospitality over the coming years with subscription models and additional equipment. Meanwhile, work is underway on a preheating system that reuses waste heat, a step toward almost CO₂-neutral roasting. Online, the webshop continues to grow to reach new generations of coffee lovers.