Stielman Koffiebranderij

Stielman Koffiebranderij started in 2014 in the Rotterdam Fenix Food Factory. The name means "craftsman" and fits the mission: roasting coffee with skill. After entrepreneur Marco Pfaff helped the young brand to grow, Aukje and Jelle van Rossum took the helm. Jelle joined in 2017 as a young master roaster and injected new energy into the company. Since then Stielman has made a steady, almost "phoenix-like" advance in the Dutch coffee sector.

Jelle van Rossum lets each bean speak by highlighting its individual flavors. That is why country names have been removed from the packaging; the bag shows only a color name and short tasting notes. This prevents prejudice ("always choosing an Ethiopian") and encourages customers to select by taste. Origin information is available in the webshop and from well-trained baristas, but remains out of sight until an enthusiast asks for it.

Every Tuesday the team roasts around 200 kg on a Giesen W6A. The coffee goes straight into valve bags and leaves the same day, often with a bike courier in Rotterdam. Subscribers therefore receive beans that are only a few hours old. This strict schedule limits oxidation and keeps aromas lively, a crucial difference from mass production where bags sometimes sit for weeks.

The permanent lineup includes twelve coffees: six for espresso, six for filter. Each variant carries a color name that evokes the flavor profile. Cordovan, a Brazilian bean, tastes creamy and nutty. Sienna, of Colombian origin, combines red fruit with chocolate. Omber, originating from Ethiopia, surprises with floral, fresh notes. This allows a customer to quickly discover which tone matches personal preference, without first looking at the country.

Stielmans Shokunin tasting boxes show how a single factor changes the flavor. The first edition featured the same Ethiopian bean in three processes: natural, washed and honey. Customers tasted them side by side to discover how the method alone creates spicy, bright or sweet differences. A second box shifted the focus to fermentation time and drying surface for a Colombian bean. Each box included an eighteen-page booklet with photos and even the full roast profiles, something roasters rarely share.

For Stielman direct trade is a two-way street. Jelle keeps in touch with producers via video chats and feeds consumer feedback back to them. With the Colombian farmer Ana Restrepo this led to adjusted drying times and quality premiums. This raises the cup score and the farm's income. Import partners such as The Coffee Quest and This Side Up help ensure a fair price level so the entire chain benefits.

The open bar at the Fenix Food Factory functions as a roastery, espresso bar and tasting room at once. Customers see the roaster in action and join cuppings or latte-art classes. A loyal group of subscribers shares recipes and tasting notes online, which helps a small community grow around the roastery. Collaborations with local makers, such as tampers made from recycled skateboards, underline the creative character.

Stielman plans growth without haste. A new roastery in Zoeterwoude is in the works, as are product lines that combine convenience and quality.
- Coffee capsules for enthusiasts with a Nespresso-like machine
- A small tea collection for changing seasons
- A third Shokunin box with bold experiments yet to be revealed
Every step follows the credo "better, not bigger", expansion only happens once flavour and the relationships with farmers are secured.

Stielman shows that modern growth and traditional craftsmanship can go hand in hand. By radically choosing flavour, transparency and a close bond with producers, the Rotterdam roastery is building a loyal fan base. Their story proves that small batches, open knowledge-sharing and fair trade not only feel good, but also form a strong brand in a competitive coffee market.