's‑Hertogenbosch

Den Bosch has a coffee culture that fuses centuries‑old trade, craftsmanship and modern flair. Merchant ships brought the first beans to the city in the seventeenth century, and today trendy baristas pull flat whites for thirty‑somethings. This mix makes the city attractive to professionals seeking opportunities in a growing yet saturated market.

As early as the 1600s the port served as the pivot between VOC sea routes and the hinterland. Coffee was still a luxury then, but demand rose quickly. By around 1775 the city counted nine elegant coffee houses in prime locations, each targeting a wealthy clientele. Falling prices in the mid‑eighteenth century made the drink accessible to a broader audience, even to patients in the Gasthuis hospital.

The family firm De Gruyter started in 1765, grew to 525 shops and three factories, and for decades was the largest Dutch coffee roaster before the chain disappeared in 1976. From 1818 De Drie Mollen also put itself on the map as the country's second roasting powerhouse, with a monumental building that still recalls that glory period.

The third coffee wave firmly settled in Den Bosch starting in 2018. Fortin on Ridderstraat serves single origins daily and already has a second location. DRAB Coffee preaches ‘No boring coffee’ and even sells home espresso machines alongside workshops. The renovated De Drie Mollen building now houses La Jeu Coffee, where owner Larissa Jeunink roasts Fairtrade beans every two weeks in full view of the guests.

Coffeelab, right next to the station, also proves that speed and quality can go hand in hand. Those who prefer to buy green beans will find them at Da Silva on Tramkade, where fresh batches are roasted every week and courses are offered. These entrepreneurs show that authenticity, experience and transparency are crucial for today’s customers.

Coffee connects the community through recurring initiatives. Koffie bij de Piano has been attracting classical‑music lovers on Sunday mornings for more than twenty years. Open Coffee Den Bosch has been bringing together entrepreneurs every month since 2009. Bossche baristas also score highly in the Misset Horeca Coffee Top 100, with DRAB at number four in 2018 and Restaurant Pollevie at number three in 2015.

The Dutch drink an average of 150 litres of coffee per year, and residents of Den Bosch follow that pattern. The norm has shifted from filter to espresso, and cappuccinos after dinner are no exception. The classic pairing of coffee and Bossche Bol, however, remains sacred. At the same time, demand for plant‑based milk, single origins and latte‑art presentations is rising among younger audiences.

In 2024 the municipality signed a seven‑year contract for 119 Fairtrade vending machines and is encouraging reusable cups at events. Coffee grounds are collected for biogas or mushroom projects, despite logistical hurdles after WeenerXL’s collection service ended in 2023. Start‑ups are experimenting with upcycling coffee residue into cups or paper, thereby contributing to the city's circular ambitions.

• Capitalise on the popularity of plant‑based alternatives by offering oat milk as standard.
• Organise cuppings or latte‑art competitions to strengthen community ties.
• Use reusable packaging and clearly communicate the CO₂ savings to guests.
• Offer combo deals with the iconic Bossche Bol to build tourist loyalty.
• Position your own branding around local history for an authentic narrative.

Den Bosch proves that tradition and innovation pair perfectly. A clear heritage, a resilient entrepreneurial mindset and a growing awareness of sustainability turn the city into a showcase for the wider coffee industry. Anyone who invests here in quality, storytelling and circular solutions will find an audience eager to discover new flavours while cherishing old habits.