Simon Lévelt Jodenbreestraat

Simon Lévelt Jodenbreestraat is located in the Nieuwmarkt/Lastage area, in the Waterloopleinbuurt in Amsterdam. The shop is part of the broader Simon Lévelt company, whose history dates back to 1826. In that year, founder Simon Levelt opened a grocery store in the old Amsterdam harbor. According to company information, that business evolved over subsequent generations into a coffee roastery and tea trade. The company’s communication speaks of continuity across six generations.

For the Jodenbreestraat location, Tamara Hoekwater is mentioned in public sources as the franchisee and owner. Her public profile also mentions that she was previously the branch manager of the same location from July 2015 to September 2018. This provides visibility into part of the shop’s personnel history, although public documentation was not found for every phase of the establishment.

A publicly available interview in advertorial format cites 2011 as the opening year of this location. This opening date was not separately confirmed in the official store information reviewed. Furthermore, a specific founder for this location, distinct from the historical company founder and the current operator, is not publicly documented in the consulted sources. This makes it clear that the available information stems primarily from corporate communications and a few public profiles or local mentions.

In his own description, Simon Lévelt emphasizes coffee and tea flavors, origin, and preparation. The concept is linked to 100 percent organic certification, direct sourcing, and flavor development, alongside in-store advice on origin, roast profiles, blends, and brewing methods. This phrasing demonstrates how the company positions its stores: not merely as points of sale, but as hubs where product knowledge takes center stage.

No separate public concept document was found for this Amsterdam location that deviates from the broader corporate strategy. The information therefore indicates that the store on the Jodenbreestraat primarily operates within the existing Simon Lévelt format. The local touch becomes visible through the entrepreneur, a few neighborhood activities, and the selection of products mentioned in public communications.

The publicly documented coffee roaster behind the selection is Simon Lévelt himself. The company states that coffee arrives at the roastery in Haarlem for roasting and flavor development. According to their own product information, the assortment includes more than 25 coffees. It is also mentioned that coffee can be ground to order, indicating a range that caters to various brewing methods and preferences.

Public brewing information on the coffee pages mentions several methods, depending on the coffee. These include filter coffee, espresso, French press, Chemex, moka pot, slow coffee, and Turkish coffee. For the Jodenbreestraat location, a local piece specifically mentioned two coffees: Mocha Limu and Espresso Indonesia. These were accompanied by brewing suggestions such as filter, slow coffee, French press, espresso, espresso pot, and Turkish coffee. A location-specific menu of prepared drinks was not publicly recorded in the sources reviewed.

Regarding sustainability, corporate communication is more concrete than the documentation for the individual store. Simon Lévelt states that all coffee and tea are 100 percent organically certified and produced without synthetic pesticides or chemical fertilizers. Additionally, the company claims to source directly and collaborate closely with plantations. For tea, it is noted that partners have been encouraged since the 1980s to transition to certified organic cultivation.

Packaging and reuse also appear in the public information. According to the communications, customers can bring their own containers for refills in-store. The store packaging is described as PEFC-certified paper that can be recycled with waste paper. Furthermore, the company mentions producer relationships, including Fazendas Dutra in Brazil and Lumbini Tea Valley in Sri Lanka. These descriptions highlight investments in lower water consumption, solar energy, and support for farmers transitioning to organic farming.

The location appears in public communications primarily through local activities and online posts. Tamara Hoekwater publicly reported that on October 1, 2023, the store marked its fifth anniversary as a franchisee with live jazz by Arthur Heuwekemeijer and Robin Willems. Additionally, Instagram snippets mention that Simon Lévelt Jodenbree provided “Corazon“ coffee at a partner stand during Amsterdam Pride 2022. For 2025, the location was also tagged as a tasting stop in a City & Food Walk that combined culture, history, and food.

Public documentation regarding awards and press attention remains limited. The store featured in an advertorial/interview about the location, assortment, and opening year. The Nieuwmarktbuurt Amsterdam platform refers to Simon Lévelt at Jodenbreestraat 20 as a local hotspot. Furthermore, it was reported on X that the store received the award “Award most accessible store of Amsterdam center”, though a separate organizer page or public awards list was not found in the reviewed sources. Beyond these mentions, no broad independent review or award history for this specific location has been publicly documented.