PUUR in Diever

More About PUUR in Diever

In Diever, Drenthe, you will find a unique hospitality concept called PUUR in Diever. The business is located on the Bosweg, a spot perfectly positioned between the village and the forest. The company grew from a plan by entrepreneur Erik Tigelaar, who wanted to transform a former Tourist Info Point building. Together with Stefan Blink from Groningen, he created a hybrid concept that combines hospitality, tourist services, and social employment. Stefan manages the daily operations in the brasserie, while Erik focuses on business and social partnerships.

The brasserie opened its doors to the public on March 4, 2023. The official festive opening followed on April 21 and 22, 2023, during which Mayor Rikus Jager handed the keys to the founders. This marked a strong start with significant local and administrative support.

Pure, Local, and Social

The company’s philosophy revolves around three core values: pure, local, and social. The mission is to test every step of the coffee chain against these values. PUUR explicitly presents itself as a social enterprise rather than a sheltered workshop. The ultimate goal is to create a full-fledged workplace for people distanced from the labor market, while ensuring the business remains commercially viable.

The brasserie provides daily space for two social participants who assist with practical, visible tasks, such as roasting coffee beans, brewing tea, and preparing products for sale. Participants work via indications such as WMO, WLZ, PGB, or ZIN. Reintegration trajectories are also offered. For proper guidance, the company collaborates with Stichting Phusis and Zorg & Natuur.

Roasting Coffee in the Brasserie

A unique aspect of PUUR is that the coffee roasting happens right inside the brasserie. Visitors can take a seat at the coffee bar and follow the roasting process up close. The roasting is done together with the social employees. For the sourcing of green beans, PUUR collaborates with Mark ter Maat of Koffielust in Veenhuizen. Koffielust also has extensive experience with social roasting, including working with inmates in Veenhuizen. Specific details regarding the brand of the coffee roaster, batch size, or technical quality controls have not been made public; the focus here is entirely on the social approach and a fresh presentation.

The Origin: Aquiares in Costa Rica

The house beans come from the Aquiares plantation in the Turrialba region of Costa Rica. PUUR sells these beans under the aptly named ‘KOFFIE INCLUSIEF’. Founded in 1890, Aquiares is the largest contiguous coffee plantation in Costa Rica. The vast estate comprises 600 hectares of shade-grown coffee and 200 hectares of protected rainforest. The farm holds the renowned Rainforest Alliance certification and claims to be the first fully climate-neutral coffee farm.

The plantation manages the entire production chain in-house. This means they are responsible for everything from the seedlings to the harvesting and final processing. This direct approach guarantees a high level of traceability. PUUR strives to pay farmers a fair price through transparent organizations.

Flavor Profile and Assortment

The coffee from PUUR is described by the team as pure, sweet-fruity, and honest. The permanent ‘KOFFIE INCLUSIEF’ beans form the basis of their offering. Currently, there is no broad, rotating assortment of special seasonal origins or competition coffees. Guests in the brasserie can choose from a varied, classic menu with the following options:

Espresso and double espresso
Cappuccino and flat white
Koffie verkeerd and latte macchiato
Chai latte and iced coffee with whipped cream

Plant-based oat milk is available as an addition. For home use, PUUR sells the house beans in 500 and 1000 gram bags. Customers can choose between whole beans or ground coffee. Sales take place via the brasserie, a physical shop on-site, and the digital webshop. Additionally, the company offers gift sets, such as coffee and cookie packages featuring the house motto ‘Puur is beter dan perfect’.

B2B Market and Local Partners

PUUR also supplies its coffee to other hospitality businesses in the region. Companies can place larger orders via direct contact. In addition to their own coffee, the company places great value on local products. This reduces the ecological impact of transport and strengthens the Drenthe region. Food partners include Bakker August van Vilsteren in Diever, IJssalon Smaak, Maallust Bier, and MOJ frisdranken. For local meat products, they work closely with Noir de Cochon and the Spriensma family of Kalteren Herefords.

The business facilities on-site include a modern meeting room for twelve people. For larger, private gatherings, there is also space for 45 seated or 80 standing guests.

Tourism and Recreation in the Region

The location also serves as an important meeting point and starting point for tourists. Drenthe.nl aptly describes the project as a social daytime hospitality venue full of regional products. PUUR combines its coffee concept with local walking and cycling routes. Popular options from the location include the one-kilometer Dierenvriendjespad and the six-kilometer Hunebedwandeling. The 5.7-kilometer Diever Ommetje Midzomernachtdroom and an extensive 35-kilometer cycling route are also possibilities. The initiative was accelerated in part by a LEADER grant and strong collaborations with Marketing Drenthe, Gemeente Westerveld, Provincie Drenthe, and Staatsbosbeheer.

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