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Simon Lévelt

Since 1826, Simon Levelt has grown from a colonial grocery store into a specialist in organic coffee and tea, with a roastery in Haarlem, SCA score 80 or higher, bold flavors, sustainable Gemstones packaging, workshops in boutiques, and a wide assortment available nationwide at Albert Heijn

Simon Lévelt Beans

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More About Simon Lévelt

Simon Lévelt at a glance
Simon Lévelt has been a fixture since 1826, starting in the old harbors of Amsterdam. The family business evolved from a colonial grocery store into a coffee roaster and tea specialist. Since 1995, their own roastery and tea packing facility have been located in Haarlem, close to their Dutch stores. The brand operates approximately 40 shops across the Netherlands and Belgium, alongside a busy webshop. Since 2003, Mikkel Levelt, sixth generation, and director Bert Jongsma have led the company.
Origin and Brand Building
The brand seamlessly blends boutique heritage with modern retail. In 2021, they expanded into Albert Heijn supermarkets, establishing a clear, organic premium position. While this move significantly boosted visibility, their own roastery ensures the story remains rooted in local craftsmanship. Cohesive packaging and tasting events support a consistent experience across both physical stores and online platforms, keeping the brand recognizable yet close to the source.
Roasting Vision and Technology
Each coffee is assigned its own roast profile, developed by Arabica Q-Grader Sandra Hermsen and executed by master roaster Michel Borsboom. Sample lots are roasted in approximately 90-gram batches and cupped according to SCA protocol using five 11-gram cups. Production runs on an Italian Vittoria double-drum roaster for precise heat control. Small test runs and team cuppings ensure consistency and repeatability for every batch. The retail packaging highlights this process, including the benchmark of an SCA score of 80 or higher.
Standout Flavors
The assortment combines familiar blends with distinctive single-origin coffees. The flavor descriptions are clear and concrete, featuring precise origin notes. A few standout choices truly capture the imagination.

Van Het Huis Dark: a blend with the strength of robusta and a pure bittersweet chocolate finish, sourced from Uganda, Brazil, Peru/Honduras, and Colombia.
Yellow Bourbon: a single estate from Fazendas Dutra, Brazil, processed as honey/pulp-natural. Mildly sweet with a full body, featuring notes of cocoa, hazelnut, walnut, and a hint of tobacco.
Gayo Blue Mountain: Sumatra, featuring almond, pepper, and nutmeg; a medium roast with a distinct Indonesian character.
La Victoria Huila: Colombia, sweet and sparkling, with notes of orange and tangerine over caramel, mocha, and hazelnut.
Limu: Ethiopia, exclusive to AH, featuring fig sweetness, grapefruit bitterness, and a nuance of black olive, beautifully balanced.

Tasting, Testing, and Limited Editions
New lots first undergo micro-roasts and formal SCA cuppings. A dedicated tasting panel iterates on profiles over several rounds before final production settings are locked in. Limited Edition tasting packs make seasonal selections accessible to all. A Low Caffeine blend, containing 40% decaffeinated beans, demonstrates the brand's experimentation with caffeine levels. Furthermore, the partnership with Fazendas Dutra periodically yields new, special lots.
Sustainable Design and Packaging
Packaging choices support both the brand promise and the environmental agenda. The “Gemstones” concept, created by Food by Design & Marielle Bordewijk, links color to origin and flavor. The materials and collection methods are thoughtfully designed and practical.

Stand-up pouches without aluminum, 100% recyclable.
Aluminum capsules with a climate-neutral certificate, collected at boutiques.
Partners separate aluminum and convert coffee residue into biogas or compost.
Packaging-free shopping with a goal of 500,000 fewer single-use packages, plus a €0.10 discount for every pack saved.
Flavor stories on the bag featuring quotes from the in-house Q-Grader.

Quality and Sourcing
Since 2024, the entire coffee assortment has been organic, with tea following in May 2025. Sourcing relies on long-term relationships in Mexico, Nicaragua, Colombia, Brazil, and Ethiopia. Q-Grader-led cuppings monitor every step, from purchase to post-roast. In Colombia, the brand annually purchases 10,000 kg via The Coffee Quest, accounting for approximately 1.4 million cups. Training and workshops help farmers transition to organic farming.
Team and craftsmanship
The roastery is run by specialists with clear roles. Michel Borsboom develops and records production profiles. Sandra Hermsen leads sensory quality assurance and profile development as an Arabica Q-Grader. Tea blender Marcel van der Kroft blends over 150 tea recipes in Haarlem, validated by the quality team. Sourcing agent Sarah seeks green coffee in Latin America and Africa, while tea buyer Milo covers India, Nepal, Sri Lanka, Vietnam, Indonesia, and Korea.
Collaboration with farmers
The relationship with Fazendas Dutra is based on a multi-year purchasing commitment of €4 million. This support aids in CO₂-neutral certification, with investments in solar energy and efficient machinery. In Huila, Colombia, the annual 10,000 kg purchase funds training, natural water filters, compost, and eco-washers. Single-estates, such as Yellow Bourbon, openly display farm names and processing methods. Ethiopian Guji Highlands names Shakisso Farm & Outgrowers, Guji region, Oromia.
Community and Education
Local shops bring knowledge and experience to the neighborhood. Enschede offers a Slow Coffee workshop with cupping for €30 per person. Dordrecht provides a three-hour barista workshop, including espresso, milk, and latte art, for €59 per person. Boutiques invite guests with “Come taste” and expert advice at the bar. Recycling and packaging-free shopping make customers part of the circular economy.
Outlook and Growth
The 2025 growth strategy with STROOM media focuses on reaching a broader audience. A new omnichannel webshop on Salesforce Commerce Cloud, built with Wolfpack Agency, connects online and physical stores. The goal of 500,000 fewer shop packages is central, representing about 20% of 2.4 million per year. The AH “Gemstones” shelf continues to innovate, featuring Low Caffeine and new origins such as Limu, Tolima, and Minas Gerais. This keeps the brand scalable, yet tangible and local.

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