Wakuli

More About Wakuli

Wakuli at a glance

Wakuli was established in 2019 following a pivot from the B2B platform “Wakulimarket” (launched in 2018) to a direct-to-consumer brand with subscriptions and impact at its core. The name refers to “wakulima”, Swahili for “farmers”, underscoring a farmer-first mission. In September 2022, the first bar opened in Amsterdam. Since December 2022, the company has been certified as a B Corporation with a score of 82.5.

The People Behind the Brand

Wakuli was founded by Yorick Bruins and Lukas Grosfeld. Bruins brings experience from the agricultural development sector in East Africa. Sourcing is led by Kerissa Narine, who develops new origin programs, such as in Ecuador. Impact and community are given visibility through Impact Manager Meine van der Graaf, among others. Bruins frequently represents the brand in trade media and podcasts.

Roasting, fresh shipping, and pods

The roasting philosophy focuses on light roasting and fast delivery, with shipping within a week of roasting to preserve flavor clarity. The own roastery is located in Watergang, just above Amsterdam, alongside the head office and warehouse. The subscription model provides precise demand data, which helps optimize planning and reduce waste. Additionally, Wakuli offers 100 percent compostable, Nespresso-compatible pods, produced closer to Amsterdam for a lower footprint and longer freshness.

Sourcing Model and Producers

Sourcing is based on direct, multi-year partnerships centered on quality and a living income. Concrete examples illustrate the scale and depth of the supply chain collaboration.

Ethiopia, collaboration with Kata Muduga Union, approximately 20,000 farmers, where 90 percent of the sale price remains with the producers.
Tanzania, long-term relationship with Cafe Business Consult, an origin closely linked to the company’s history.
Brazil, multi-year collaboration with Coopervass, documented in interviews with partners.
Myanmar, since 2019 via This Side Up, 19,560 kilograms purchased, 153 farmers involved.
Timor-Leste, Single Origin Espresso program with Mota Bandeira and Raw Material, supporting washing stations within a community of approximately 11,000 farmers.

Transparency and Pricing

2024 impact figures report 14 partner organizations across 13 countries, reaching 16,246 farmers. The average price paid was 6.94 dollars per kilo, compared to a market average of 3.85 dollars per kilo. The company publishes an Impact Report detailing its methodology and results, emphasizing long-term, balanced partnerships focused on quality and a living income.

Assortment and Flavor Profiles

The lineup combines core blends with rotating single origins, tailored to various brewing methods and machine profiles. The combination of light roasting and fresh shipping contributes to flavor clarity in both the blends and the singles.

“Original House Blend“, a balanced all-rounder for daily enjoyment.
“Discover Monthly”, a light, monthly rotating single origin that puts specific origins in the spotlight.
“Spicy Robusta” from Uganda, Kalisizo cooperative, featuring notes of rum, brown sugar, and dried cranberry.
“Power House Blend”, subtle yet powerful, developed specifically for super-automatic machines.
“Single Origin Espresso” featuring Timor-Leste, described with associations of apple pie and amaretto.

Scale, Retail, and Channels

The subscription network includes over 13,000 regular subscribers with bi-weekly shipping. After the first bar opened in 2022, the network grew to 15 locations by April 2025. Company pages mention 15 plus bars and a nationwide store locator. Internal recruitment in late 2025 refers to 19 open bars, indicating further expansion. Operations are centralized in Watergang, facilitating short supply chains and rapid fulfillment. Sales channels include D2C subscriptions for beans and pods, nationwide coffee bars, and B2B office solutions.

Impact and Certification

A B-Corp since December 2022, the company achieved a total score of 82.5, with a strong “Community” score of 38.0 reflecting poverty alleviation within the supply chain. It is committed to future-proofing coffee through investments in regenerative agriculture. The pods are fully compostable, and production closer to Amsterdam reduces the carbon footprint. Public communication emphasizes fairness and justice both within and beyond the coffee chain.

Funding and Milestones

On April 30, 2024, the company closed a funding round of 5.2 million euros, led by Icecat Capital and partners, aimed at scaling retail and operations. Previously, on June 7, 2022, an investment followed from the ABN AMRO Sustainable Impact Fund, with participation from Rubio Impact Ventures. Rabobank financed the rollout of bars and noted the opening of the fifth specialty bar in Amsterdam in late 2023. The brand is frequently featured in trade media and interviews regarding mission-driven growth.

What Professionals Can Gain

For Dutch cafés, baristas, and roasters, Wakuli offers a clear model, light roasting, fast turnaround times, and transparent pricing down to the producer level. The combination of subscriptions, their own roastery in Watergang, and compostable pods provides scale, freshness, and logistical agility. Their continuous expansion, evident in the number of bars, suggests that brand experience and distribution are being organized close to the consumer.

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