Pure Africa Coffee

More About Pure Africa Coffee

Pure Africa Coffee is a Dutch coffee company with a registered address at Maliebaan 92 in Utrecht. The company is listed as Pure Africa Coffee B.V. with KvK number 77348400. The company was founded in 2012 by Ando Tuininga and Justus Bijlsma. Its own timeline describes the start as a phase with a few bags of coffee and a webshop.

Foundation and Philosophy

The company's background is partly rooted in Ethiopia, where Ando Tuininga previously lived. Together with Justus Bijlsma, he opted for a model centered on trade and entrepreneurship. The company contrasts this with traditional development aid. From 2017 onwards, Pure Africa further developed its direct-trade sourcing. According to their own explanation, this happened after the company concluded that microcredit alone was not enough without a price that better aligns with a livable income for coffee farmers.

Pure Africa reports that for every kilo of coffee sold, one euro goes toward microcredits. The microcredit fund is said to now exceed 300,000 euros. This information fits within the company's broader positioning around trade, farmer income, and collaboration with cooperatives.

Sourcing and Supply Chain

According to available data, the company works directly with twelve coffee cooperatives. Eleven of these are arabica cooperatives and one is a robusta cooperative. The documented countries of origin are Rwanda, Burundi, and Uganda. In Rwanda, Juru Coffee, Nova Coffee, and Abateraninkunga ba Sholi are among the mentioned partners. Juru Coffee has 948 members and has been a partner since 2017; in 2024, Pure Africa sourced 38,400 kilos from them. Nova Coffee has 2,800 members, has been a partner since 2019, and supplied 19,200 kilos in 2024. Sholi has 690 members, has been a partner since 2017, and supplied 4,200 kilos in 2024.

In Burundi, Korerikawa, Nkamwayacu, Dohorerabarimyi, and Kazoza Keza are mentioned. In Uganda, Pure Africa works with Acrecoff Robica, a robusta partner with 605 members and a partnership since 2022. An interview from 2026 describes a logistical route for Rwanda via NAEB, Dar es Salaam, Rotterdam, and a warehouse in Middelburg. The period between contract and delivery can often take about a year.

Processing and roast profile

Pure Africa mentions that upon arrival in the Netherlands, the coffee is slowly roasted to a medium roast. For export and roasting, the company states that the coffees undergo a process of washing, drying, and sorting. This process reportedly takes 30 to 50 days. The FAQ mentions cupping scores between 78 and 86. Not all blends consist entirely of arabica. According to the FAQ, Wildebras and Allemansvriend also contain robusta. The brand and model of the roasting machine, the batch capacity, and a named head roaster are not publicly documented.

Assortment

The current retail assortment consists of five core coffees: Wildebras, Waaghals, Vurige Krijger, Bergkoning, and Allemansvriend. The tasting pack consists of five 750-gram packages and includes these five coffees. The composition of each coffee varies by origin and cooperative.

Wildebras is linked to the Nova, Juru, and Acrecoff cooperatives, with origins in Rwanda and Uganda.
Waaghals hails from Rwanda and is connected to Sholi and Juru. The FAQ lists this coffee as 100% arabica.
Vurige Krijger comes from Burundi and is linked to Kazoza Keza, Nkamwayacu, and Twaranyuzwe.

Sustainability and Income Programs

Pure Africa states that it is Fairtrade certified and participates in the Fairtrade Living Income Leader program. Fairtrade Nederland lists Allemansvriend as a product within that program, with 17,000 kilos per year for the period from September 1, 2025, through August 31, 2026. Vurige Krijger is also listed, with 11,500 kilos and validity until June 30, 2026.

Regarding the climate, the company mentions measures such as shade trees, improving soil quality, nature restoration, and a roadmap toward becoming a climate-positive organization by 2030. A specific waste policy for roasting, packaging, or cafes is not publicly documented.

Sales Channels and the B2B Market

Pure Africa sells coffee via its own webshop and through business channels for offices and the hospitality sector. The business offering includes coffee, coffee machines for offices and hospitality, lease and purchase options, and service in Nederland and Belgié. Company pages mention machine brands such as Jura, La Marzocco, Ascaso, ETNA, and Franke. Pure Africa also offers green coffee for other roasters. Examples of business clients mentioned include belsimpel.nl, bunq, and Uitgekookt.nl.

Public Presence and Team

A dedicated cafe or public tasting room in Nederland is not publicly documented. The Utrecht page reports that the company is located on the Maliebaan and supplies offices, hospitality, and home users. That same page mentions Café Keet and Kanaal 30 in Utrecht as locations where Bergkoning and Waaghals can be tasted. A public offering at the Maliebaan address beyond contact or office use is not documented.

The team includes founders Justus Bijlsma and Ando Tuininga. Additionally, Jean Claude Hategekimana is mentioned as the representative in Rwanda and Guillaume Itangishatse as the representative in Burundi. Other mentioned team members are Jill Schouten and Rachel van IJzendoorn as account managers and Lotte Mooren for customer service.

Press, Projects, and Activities

In 2024, the launch of the Fairtrade Living Income Leader program, developed with Pure Africa, was announced. In 2026, publications appeared regarding the participation of Allemansvriend and Vurige Krijger in this program and the Rwandan sourcing route. Ando Tuininga is listed as a speaker in June 2026 at Het Grootste Kennisfestival in Deventer, with a session on a livable income for 15,000 coffee farmers in Africa.

Furthermore, Pure Africa mentions activities such as lectures and workshops in Nederland about coffee farmers, supply chain issues, and the impact of coffee choices. The company also states that it visits Rwanda, Burundi, and Uganda, sometimes taking customers along to the plantations. Additionally, a collaboration is documented with Koffielust and MAAS regarding The Idealist, where approximately 40,000 kilos of coffee from 320 Rwandan farmers were traced.

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