NL The Slow Roasters
The Slow Roasters roasts coffee slowly for optimal flavor and links every sale directly to increased employment. The beans are suitable for espresso and fully automatic machines.
The Slow Roasters Beans
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More About The Slow Roasters
The Origin and the Social Mission
In 2017, founders Dax Denneboom and Dave Browne met through a mutual client in Brussels. During long drives on Mondays, they discussed their vision, and the idea for a brand was born. The Slow Roasters does not function as a traditional roasting house, but as a coffee brand with a social mission. The company prioritizes the creation of employment far above maximizing profit and pure operational efficiency.
The social mission is directly and tangibly linked to the sales figures of the roasted coffee beans. For every 290 kilos of beans sold per month, the company creates one new, full-time position. The goal is to successfully guide people who face significant barriers to the labor market. By October 2023, fifteen motivated participants were already working structurally within the roastery thanks to this initiative.
The Team Behind the Beans
The public website introduces three permanent members of the roasting team: Anne, Daan, and Ruben. Anne previously worked as a chemical analyst and conducted intensive research into the composition of baby food. After a long search and a burn-out, she found a valuable new workplace at the roastery.
Daan started in 2020 in the packaging department and grew over the years into a coffee roaster. Ruben is also part of the team, with a strong focus on the social goal. For him, a formal job title is secondary to the social value of artisanal work.
The Roasting Philosophy
The brand name directly reflects the specific production method used in the roastery. The team roasts the green coffee as slowly as possible to develop the optimal flavor. A regular roasting session takes about fourteen minutes at a relatively low temperature.
This artisanal process is intentionally sensory-driven, with great undivided attention to detail and quality. The roasters closely observe the color change of the beans and listen attentively for the so-called ‘crack’. Roaster Daan aptly describes this critical and precise process in the roastery as a matter of intuition.
Flavor Profile and Product Range
The core product in the public assortment consists of high-quality and carefully selected espresso beans. Customers can purchase these beans in one-kilo formats or in boxes of six 500-gram bags. The blend is specially developed for optimal use in fully automatic machines at home and in small offices.
The green coffee beans come from various countries, with the sourcing focus often on South American regions. The flavor profile targets lovers of a full-bodied espresso with soft notes of cocoa. The coffee contains light, pleasant fruity accents, but deliberately avoids sharp acidity in the final extraction.
Packaging and Consumer Experience
The striking packaging plays a crucial role in creating jobs and the overall brand experience. The special coffee bags feature a laminate with a natural and easily recognizable paper look. Employees manually apply ink stamps and unique, personalized stickers to these bags before final shipping. The company consciously added these manual steps to the process to stimulate employment.
Customers can easily trace the origin of the blend via information on each individual package. Additionally, each bag is directly linked to a Spotify playlist for a unique experience. Customers are also given an interactive invitation to add their own favorite music.
Sales Channels and Partnerships
Consumers order the coffee directly via the webshop or opt for a flexible and convenient subscription. The brand also provides various business solutions for small offices and hospitality venues in the region. Physical points of sale currently include the Boon’s Markt in Barendrecht and the Landmarkt versmarkt in Amsterdam. Legally, the overarching initiative falls entirely under the responsibility of Fountaintree bv and odibio bv.
To further spread their story, The Slow Roasters regularly collaborates with inspiring brand ambassadors. In October 2023, the brand launched an official partnership with chef Jermain de Rozario from Helmond. This partnership emphasizes shared values regarding talent development and serves as a great source of inspiration for all employees. In this way, the initiative encourages other restaurants, companies, and conscious consumers to participate.
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