Roast’n Toast

More About Roast'n Toast

Roast’n Toast, direct trade from Veenendaal with ten years of impact

Roast’n Toast positions itself as the first micro-roastery in Veenendaal, focusing on direct trade and locally roasted coffee. The roastery reports it will be active for ten years in 2025, indicating a start around 2015. The company links quality to fairness for farmers, with tangible choices in sourcing and assortment building.

Mission and origins

The founder started in a garden house after a sudden job loss and purposefully built up the roastery. On the “About us“ page, the core sentence reads “For us, coffee is not a trade, but a human rights issue“. This mission guides every step, from contracting farmers to presenting flavors and editions.

Team and location

Daily management is handled by Aart van Ravenswaaij, owner and roaster. Melissa van ’t Slot manages social media, while Bas van ’t Slot leads sales. The roastery and showroom are located at Kazemat 37a, 3905 NR Veenendaal, registered under KvK 50666363. The company maintains a business profile as “Roast ’n Toast Koffiebranderij“ on LinkedIn.

Sourcing and origin

Roast’n Toast explains how direct trade differs from fair trade. Payments go directly to the farmers, without intermediaries. In this way, the roastery aims to increase income security while keeping cup quality as the leading priority. The origin palette is broad and varies by season and release.

The following countries appear in the assortment and in product examples:

Ethiopia, including “Ethiopië Natural Bombe“ and “Ethiopië Natural B.E.N.A“, designated as “forest exclusive“.
Colombia and Brazil, often utilized in blends and espresso profiles.
Indonesia and Peru, featuring detailed processing information for Peru.
Rwanda, featuring a single origin that is organic certified by Ecocert.
Sri Lanka, providing components for a collaborative blend of highland arabica and robusta.

The processing details for Peru are concretely described, with fermentation lasting 16–20 hours and drying for 3–4 days at an altitude of 1100–1700 meters. Such data supports consistent flavor expectations for baristas’ and roasting enthusiasts.

Portfolio, blends and single origins

The permanent assortment combines house blends with seasonal flavors and limited editions. The strength indicator helps both commercial and home users make a quick choice, while the blend recipes are intentionally kept confidential.

“Holy Roast Goud”, the most popular house blend, composed of arabica from Brazil, Ethiopia, Colombia plus robusta, strength 7/10.
“Holy Roast Red”, a strong espresso-focused profile, previously referred to as “Herfstkoffie”, strength 9/10.
“Holy Roast Yellow”, a collaboration with Sri Lanka, robusta with highland arabica, strength 7/10.
Single origin “Ethiopië Natural Bombe”, mild and fruity, recommended for slow hand pour.
Rwanda single origin with notes of milk chocolate, strawberry and raspberry, Ecocert certified.

Production, shop and services

The roastery is open to the public from Monday through Thursday, 09:00–16:30. Visits are possible by appointment on Fridays. In addition to beans, the company supplies coffee machines for home and office. Single-cup drip bags are part of the offering, facilitating sampling and convenience.

Sales are directed to consumers via their own webshop, with additional B2B solutions for offices and workplaces. For business clients, the team organizes on-site tastings to select the right coffee, with optional machine placement. The exact roaster and production maximums are not publicly available.

Education and community

Roast’n Toast organizes guided coffee tastings right in the roastery. In the Ede and Wageningen region, they previously offered short tours combined with tastings and drip bag takeaways via SocialDeal. In 2025, the team celebrated their tenth anniversary with social video posts, and they actively use Instagram and LinkedIn for updates and sourcing stories.

Sustainability and Certifications

Their direct trade approach ensures fair, direct payments to growers. In their brand communication, “fresh and organic” serves as the guiding principle. At least one single origin from Rwanda is organic certified by Ecocert. The brand promise is “Fair coffee with direct impact”, where impact and flavor explicitly meet.

Recognition and Milestones

The roastery was nominated for the local CSR award during Business Event Veenendaal on November 19, 2024. Local media have been reporting on the roastery’s activities since 2018. In May 2024, a profile of the founder appeared on Revive.nl, which subsequently gained traction via LinkedIn.

Significance for the Dutch Coffee Sector

For cafés, baristas, and office suppliers, this profile offers clear points of connection. Direct trade forms the backbone, with transparent examples such as Ecocert Rwanda and process data from Peru. The portfolio caters to both espresso and filter, featuring blends that combine arabica and robusta, alongside single origins with distinct fruity notes. Public tastings, drip bags, and corporate packages lower the threshold for discovering new flavors.

Practical details, such as opening hours and an accessible showroom in Veenendaal, make switching and testing easy. At the same time, some technical specifications, such as roaster models and total capacity, remain private. For professionals, the value lies primarily in the combination of impact-driven sourcing and a recognizable, seasonal flavor compass.

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