Ikigai Coffee

Ikigai Coffee came into being in 2018 in Arnhem, founded by former commodity trader Jeroen Brugman. The name refers to the Japanese concept of "reason for being", and that idea also forms the core of the brand. From day one everything is about better coffee and a better world. Direct trade, fair prices and sustainable choices take precedence over quick profit, which quickly made the young company known as a social game-changer in the Dutch coffee sector.

Brugman literally acts as a bridge in the chain: by working directly with farmers mutual trust is built and there is room for quality growth. Farmers receive 40 to 100 percent above the market price, sometimes as much as five to six times the Fairtrade premium. That extra income enables them to pick only ripe cherries and to invest in clean processing, which in turn leads to more flavorful beans.

Quality is central to every roast. All green beans score at least 82 points on the SCA scale. On a classic Probat drum roaster light, transparent roast profiles are developed that let the origin speak. Brugman pairs a craft feel with modern measuring equipment, such as color meters and moisture detectors, so that every batch yields a consistent, clear cup.

The team likes to experiment. Think of floral robustas, yeast fermentations or carbonic maceration. Small test roasts and multiple cuppings per lot ensure that only the best variants make it into the range. "Fail-fast, taste-fast" is the rule: if a batch does not meet the internal score, it is adjusted or rejected.

• FLOW Blend - Indonesia, Rwanda and Brazil; full-bodied with chocolate notes, ideal for fully automatic machines.
• Origins - seasonal single origins with cupping scores between 82 and 86, each fully traceable.
• Signature - exclusive single-farm micro-lots, often above 85 points; for example, Colombia's Leonardo Muñoz from Nariño.
• Exclusives - ultra-scarce lots with 88+ points, such as Geisha or experimentally fermented batches.

- One thing stands out across the whole range: a remarkably clean cup. Even the 100 percent robusta release was described as "floral, spicy, plum", far removed from the bitter robusta reputation. Consumers thus experience new flavours without compromising accessibility.

- Ikigai uses micro-lots as a testing ground. Farmers test new varieties or fermentations; the roastery roasts small batches and collects feedback. A fruit-fed yeast fermentation, for example, yielded an exceptionally fruity and sweet espresso. If the market is enthusiastic, an experiment can grow into a permanent place in the portfolio.

This approach keeps the menu dynamic and seasonal. A honey-processed Rwanda in spring gives way to a natural Jemen in autumn. For the consumer each bag remains a journey of discovery, while farmers gain better insight into market demands.

Direct relationships form the foundation. Farmers receive not only a higher price but also practical support, such as cupping training or help acquiring drying beds. Together the parties calculate the true cost per kilo so that a living income becomes achievable. Transparency goes both ways: Ikigai shares roast scores, farmers share harvest data.

This open dialogue produces what Brugman calls "quality through collaboration". When farmers see that better processes directly lead to higher scores and higher payments, a positive spiral emerges. The result is coffee that advances each year in both taste and sustainability.

Ikigai invests in knowledge sharing. Podcasts, vlogs and barista workshops inspire both professionals and home baristas to take a more critical look at origin and price. At local events, such as WAKEcUPCALL or the Deventer (H)eerlijke Hanze Markt, the team serves tasting cups and tells the story behind each bean. This builds awareness that good coffee starts with fair supply chains.

Collaborations with Fairtrade Nederland, MVO Nederland and educational programs for young people show that social gain is just as important as financial growth. By training interns and beginning baristas, Ikigai also builds the next generation of coffee experts.

In the coming years Ikigai aims to broaden the offering with more regenerative farm projects and perhaps even its own processing methods. A flagship experience center, comprehensive online courses and even closer farmer partnerships are on the radar. The long-term dream is to appreciate coffee like wine, complete with harvest years and terroir profiles, while every link in the chain is fairly rewarded.

By linking innovation to ethics, Ikigai Coffee demonstrates that quality coffee and social impact go well together. That makes the brand an inspiring example for anyone seeking to make the coffee sector future-proof.