Usawa Coffee

More About Usawa Coffee

Usawa Coffee, a social mission with Brabant roots

Usawa Coffee grew out of social entrepreneurship. Starting in 2018, founder Pieter Staadegaard linked brand building and roast profiles to support for the Josephat Torner Foundation Europe. On King’s Day 2019, a café roastery opened in Gemert. Since December 5, 2023, Noord Coffee Roasters has handled operational services, with production based at the Noordkade in Veghel. The current base is the roastery shop at Verlengde Noordkade 14, 5462 EH Veghel.

Origins and milestones

The first roast lines were developed in 2018 to balance sweetness and clarity. In 2022, the Tanzania lot Arenga won a national sustainability cupping test, marking a significant brand moment. At the end of 2023, the service takeover by Noord Coffee Roasters followed, ensuring continuity in blends and mission.

Team and Organization

The company was founded by Pieter Staadegaard. Local reports mention co-creator Michael Arts as part of the early team. Since December 2023, Noord Coffee Roasters, owned by Marc van Berkel, has carried out production in Veghel. Packaging is handled by a dedicated team with physical disabilities, underscoring the commitment to inclusivity.

Roast Philosophy and Production

Usawa employs a house style with a medium-light American roast. This approach focuses on the balance between sweetness and flavor clarity across multiple SKU’s. Freshness is paramount; beans are roasted in the week of shipment. A Giesen roaster is located at the Noordkade, indicating gas-fired drum roasting at the shared location.

The facility functions as a roastery shop in a characteristic monumental building. Orders can be picked up via click and collect within two hours. Additionally, shop and office hours are published for visitors and business appointments.

Sourcing model and origin partners

Their sourcing follows a direct trade approach with partners in Tanzania, Colombia, Indonesia, Rwanda, Peru, and Brazil. In Tanzania, Usawa works with the Aranga group near Mount Meru, a community of approximately thirty families. According to the company, they pay more than twice the standard Fairtrade price.

In Colombia, they maintain a relationship with Argote in Santander, led by producer Juan Pablo Lasso Argote. From Indonesia, coffee is sourced from the Bunta Ledo plantation on Sulawesi, available as the single origin Garoeda. Their early Tanzania initiative was mentioned in 2019 in connection with This Side Up Coffee and MEMO.

Assortment and Flavor Profiles

The range combines blends and single origins tailored for various brewing methods. The Homeblend lungo uses a profile developed by Pieter in 2018. Blends are carefully crafted for consistency and accessibility.

Superior, Brazil, Indonesia, Colombia, and Tanzania, featuring a sixty percent Argote component.
Espresso, Brazil, Indonesia, and Tanzania, positioned as intense and complex.
Capricornio, a single origin from Santos, Brazil, with earthy and spicy notes.
Garoeda, a single origin from Sulawesi, with clove and tropical fruit in the flavor profile.

Sales Channels and Experience

The roastery shop and drinkery on the Noordkade invite visitors to taste and learn about origin and roasting. Local retail is secured through Albert Heijn Gemert and Elektroworld in Boekel. On the shelves in Veghel, Usawa stands alongside the assortment from Noord Coffee Roasters.

For regular customers, there is a consumer membership where orders recur every four weeks. Distribution serves customers throughout Noord Brabant, utilizing the logistics of Noord Coffee Roasters.

Sustainability and social impact

The packaging is fully biodegradable or recyclable to limit the environmental footprint. Inclusive labor is central to the packaging process. Support for the Josephat Torner Foundation continues, with documented donations, including &#820a;4,000 in 2024. According to the site, three hundred farmers are positively impacted, and six percent of the proceeds go to the Seedsfund, supporting projects such as Oma’s Bekske.

The company refers to sustainability accolades and its inclusion among the most sustainable coffee brands within a Coffee Guide context. Winning a tasting competition with a focus on sustainability further strengthens this reputation within the hospitality and retail sectors.

Recognition and Media

In 2022, the Tanzania Arenga lot won the sustainable coffee tasting test organized by ASN Bank and Voor de Wereld van Morgen. The jury, featuring TV presenter Maurice Lede, awarded it an average panel score of 8.5. Local press previously highlighted the mission, reporting three roasting days per week at the time. In December 2023, the business press reported on the service takeover by Noord Coffee Roasters.

What remains unknown

The name of the current head roaster and formal job titles within Usawa Coffee.
The exact Giesen model, batch size, and quality control software used.
Annual volume, weekly batch numbers, and storage capacity for green coffee.
Seating capacity, bar equipment, training offerings, and current events at the roastery.
A full list of wholesale partners and any formal community programs’s.

Relevance to the Dutch Coffee Sector

Usawa Coffee demonstrates how a clear mission, direct sourcing, and local production can reinforce one another. The combination of an accessible roast style, transparent origin, and an inclusive workplace appeals to professionals. Retail proximity, quick pickup options, and recurring deliveries offer operational advantages for both cafés and consumers. At the same time, certain unknown details call for further transparency, offering opportunities for deeper engagement with partners and industry professionals.

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