Private Label Coffee

More About Private Label Coffee

Private Label Coffee is a coffee roastery in Heiloo that has been active since 2017. The company roasts coffee for private consumers, businesses, and the hospitality sector. The business is registered at De Droogmakerij 20 C in Heiloo, with KvK number 70773181. Public sources do not mention the names of the founders nor provide a detailed founding history.

Business Model and Clientele

A significant part of the documented business model focuses on private-label coffee. In this capacity, the roastery provides coffee under a client’s own brand or house style. The target client groups include restaurants, hotels, chocolatiers, patisseries, offices, and webshops. For private-label orders, there is a minimum order quantity of 18 kg. Packaging is available in units of 250 grams, 500 grams, and 1000 grams.

In addition to private label, Private Label Coffee also offers coffee under the brand name Louventz. Furthermore, the website mentions deliveries for office environments and the hospitality sector. For business clients, coffee machines and grinders are also available, offered via purchase, lease, or loan, depending on the business setup.

Roasting Method and Production

The roastery utilizes a slow-roast method. This technique involves roasting the coffee for a longer duration at a lower temperature. As an example, they cite a process of approximately 14 minutes at 200°C. The exact duration depends on the bean and the desired roast profile.

For private-label clients, light roast, medium roast, and dark roast options are available. The roastery describes roasting from the first crack up to, at most, the end of the second crack. The choice depends on the intended use of the coffee. A partner page from KoffieHerstel identifies Veysel as the roaster and mentions a Giesen roaster. The Private Label Coffee website does not specify a machine model.

No public figures were found regarding hourly production capacity or batch size. However, on October 22, 2024, a municipal announcement appeared regarding a notification for the expansion of production capacity at De Droogmakerij 20c in Heiloo. That announcement did not mention numerical capacity.

Assortment and Coffee Profiles

The official webshop features eight Louventz coffee bean products: Louventz Forte, Amore, Brazilië Santos, Caffé Mocca, Dolce, Ethiopië Lekempti, Intenso, and Peru Chancamayo. On the category page, these products are divided into blends or single origin. Additionally, the site uses strength descriptors such as mild, medium, and strong.

The documented single-origin coffees are Louventz Brazilië Santos, Louventz Ethiopië Lekempti, and Louventz Peru Chancamayo. The mentioned blends are Louventz Forte, Louventz Amore, Louventz Dolce, and Louventz Intenso. Standard packaging on product pages is 500 grams and 1000 grams. For Louventz Dolce, a 6 kg option is also listed.

Origin and Composition

The current category page lists imports from Brazil, Colombia, Costa Rica, Ethiopia, Guatemala, India, and Peru. For some products, the blends are described publicly. Louventz Forte is a blend from Brazil, Colombia, and Ethiopia. The coffee varieties used are Arabica-Yellow Bourbon and Robusta, utilizing pulped natural and washed processing.

Louventz Intenso is described as a blend from Ethiopia, India, and Peru. Here too, Arabica-Yellow Bourbon and Robusta are mentioned, with pulped natural and washed processing. Louventz Peru Chancamayo lists Typica at 70 percent, Caturra at 20 percent, and other varieties for the remaining 10 percent. This coffee is washed. Names of farms, estates, cooperatives, or import partners are not publicly documented.

Sustainability and Packaging

Private Label Coffee mentions a connection with UTZ and Rainforest Alliance for sustainable coffee. It is important to note that UTZ has since become part of Rainforest Alliance. New companies no longer register for the old UTZ certification program. Product-specific certificate numbers, chain-of-custody IDs, impact reports, CO–2 data, and waste policies are not publicly documented.

The site states that beans are packaged immediately after roasting. Vacuum packaging and aroma-preserving bags are mentioned. For private-label customers, matte black, white, and brown kraft paper packaging are listed, available in 250 gram, 500 gram, and 1000 gram sizes.

Shop, team, and public mentions

Alongside the roastery, Slow Roast Coffee is mentioned as a shop in Stationscentrum Heiloo. Public listings link this shop to Private Label Coffee and list Stationsplein 47B in Heiloo as the point of sale. According to those listings, the shop sells coffee beans, tea, and confectionery. Visitors can also enjoy a cup of coffee there. Gluten- and lactose-free sweets are also mentioned. A fixed public schedule for cuppings, workshops, or tastings is not documented.

Available sources mention several people involved. Veysel is named as the roaster of the coffee beans. Josey, Mieke, and Perry are mentioned as the regular faces in the shop, with Perry described as an intern. KoffieHerstel also names Veysel as the roaster for Erwin’s Choice. Alkmaar Nieuws mentions Hakan Seven in connection with evening work at the roastery in Heiloo. Formal management profiles, a head roaster title, and an organizational chart are not publicly available.

Place in the local coffee sector

The public image of Private Label Coffee is that of a local roastery with both B2B and B2C sales channels. The emphasis lies on private-label production, their own Louventz range, and a retail connection via Slow Roast Coffee. Information regarding its founding, ownership, production volume, and origin at the farm or cooperative level remains limited.

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