NL White Label Coffee West has grown into a staple of Amsterdam West since 2014, introducing their omni roast in 2019. They focus on single origin and transparency, featuring a menu with V60 and rotating espresso. Their commitment to community, sustainable packaging, and long-term relationships with farmers defines their approach.
About White Label Coffee West
Quick Overview
Located in Amsterdam-West, White Label Coffee West has evolved into a cornerstone of the specialty coffee scene. The bar opened its doors on March 1, 2014, in De Baarsjes, directly opposite Mercatorplein. Since then, everything has revolved around quality, openness, and collaboration across the entire supply chain. Their story is concrete, and their approach remains intentionally simple and transparent.
Origins and Concept
The business was founded by Francesco Grassotti and Elmer Oomkens on Jan Evertsenstraat. The interior followed a minimalist 'carte blanche' concept, with the counter featuring a Kees van der Westen spirit. Initial roasts were handled by Espressofabriek, followed by the establishment of their own roastery to scale production alongside demand. This ensured that control over flavor and origin remained firmly in-house from the start.
Roasting Philosophy
Since April 2019, White Label has utilized an 'omni-roast' for each coffee. The distinction between filter and espresso roasts disappeared, shifting the focus toward the character of the origin. This choice supports transparency, as single origins are given one clear profile. Blends are kept out of the picture, keeping traceability and identity sharp.
The Bar and Menu
The bar is equipped with a three-group Kees van der Westen and an EK-43 for pour-overs. The menu offers every filter coffee as a V60, a daily batch brew, and two rotating single-origin espressos. These rotate several times a day, depending on freshness and stock. House ratios are made public, allowing guests to try the same recipes at home.
Current Single Origins
- Kenya Riakiberu AA, washed, vibrant acidity and clear fruit notes.
- Colombia Gesha, honey, floral tones and layered sweetness.
- Brazil Serra Negra, natural, round body and chocolatey depth.
- Guatemala Vista Hermosa, washed, balanced with a clean finish.
The shop also sells Hario V60, Chemex, and AeroPress. This ensures the equipment on the shelves directly aligns with the brewing methods used at the bar. By doing so, they lower the barrier for entry, allowing guests to take the experience and technique home with them.
Community and Collaborations
The connection with the neighborhood and the scene is tangible. On September 27, 2025, White Label West hosted the Amsterdam Coffee Run meetup at Jan Evertsenstraat 136. Production previously expanded into the De School complex, strengthening ties with the culture of West. Additionally, The Coffeevine has repeatedly put the brand in the spotlight through its community.
Sourcing is built on relationships. A long-term partnership with importer This Side Up focuses on Rwanda’s Coko washing station. Following an origin trip, the team decided to feature Coko year-round, placing a strong emphasis on the story of its origin. At the Amsterdam Coffee Festival, the brand represented Rwandan coffee, highlighting the importance of building a transparent supply chain.
Sustainability and Transparency
White Label communicates openly about pricing and partnerships. The official city guide praised their approach to ensuring farmers receive a fair price. Since 2015, they have maintained a documented relationship with Bruno from Fazenda Esperança, including detailed farm data. These types of relationships provide stability for both the farmer and the roaster, resulting in consistent, predictable quality.
Waste reduction is put into practical action. The shop offers reusable “fluffies” for beans with a €2.50 deposit. Single-use bags are sold separately to discourage their use. By using pricing and convenience as levers, they reduce packaging waste without compromising freshness.
Awards and recognition
White Label won Roast Masters™ Amsterdam in 2019. The team discussed this victory, and the accompanying origin trip, during the festival. Barista Floris van der Burg took home the Dutch AeroPress Championship in 2015. Additionally, the bar was featured in the Iamsterdam guide and in Brian’s Coffee Spot Awards 2018.
What this means for the industry
White Label's strategy offers actionable lessons for coffee professionals. An omni-roast approach can simplify processes and let the origin speak louder. A focus on single-origin makes traceability clear, building trust between the guest and the farmer. Community activities deepen loyalty, while reusable packaging reduces both costs and waste.
- Keep branding simple; emphasize the origin.
- Publish your recipes to lower the barrier for home brewing.
- Build lasting relationships; think in years, not in harvests.
- Use pricing and deposits as a tool to steer away from waste.
- Connect with local culture and organize visible events.
Conclusion
White Label Coffee West demonstrates how consistency, openness, and community together build value. The model is down-to-earth, and the results speak for themselves. For those in the coffee industry, this provides a clear roadmap from the bar back to the farmer.