Zuivere Koffie Pop-up Store at FOUR

Zuivere Koffie operates a pop-up location within FOUR at Van Baerlestraat 9-11 in Amsterdam-Zuid. FOUR announced the partnership on October 12, 2023, presenting it as the first “FOUR CAFE pop-up”. An opening announcement for the location followed in November 2023. A specific first day of trading was not mentioned in the consulted sources.

According to public reports, the broader enterprise Zuivere Koffie has existed since 2015. Jemuel Lampe is cited as the founder in several sources. The company’s public profile states that he was given a second chance through coffee. Other reports describe a turbulent youth, a period of detention, and the subsequent start of a coffee roastery within the prison.

The concept behind Zuivere Koffie centers on education and employment guidance. The company states that it trains inmates and former inmates in coffee, bakery, barista skills, and hospitality. Following their release, the goal is to guide them toward paid employment. The company links this mission directly to reducing recidivism.

No separate founding team has been publicly documented for the pop-up in FOUR. However, Zuivere Koffie’s opening announcement mentions Edward de Jonge Urbach as the founder of FOUR. Consequently, the location is primarily seen as a collaboration between an existing fashion and retail environment and an active coffee company with a social profile.

The pop-up serves coffee from Zuivere Koffie itself. According to public information, this coffee is roasted inside the prison. Upon announcement, FOUR reported that coffee to go and sweets are sold at the location. A separate, publicly documented menu for the FOUR location was not found in the researched sources.

Zuivere Koffie’s product pages list various brewing and grinding options. These include espresso, filter, pour over, cold brew, French press, and percolator. Public descriptions of drinks also include names such as espresso, lungo, americano, cappuccino, latte, and flat white.

Information is also available regarding the origin and composition of some coffees. Power Chicas is described as a single origin from Peru. No. 1 consists of coffee from Colombia, Brazil, and Honduras. Red Classic combines beans from Brazil, Peru, and Vietnam. These details provide insight into the assortment of Zuivere Koffie as a brand, rather than a fully established daily offering at the pop-up location.

A public event was documented around the opening of the pop-up. Zuivere Koffie’s opening report states that Mayor Femke Halsema was present. Additionally, FOUR included the enterprise in the “FOUR the Community” series, which highlights tastemakers from and around Amsterdam.

According to its own public pages, Zuivere Koffie also organizes activities outside the pop-up. For instance, there is a Coffee Class featuring explanations and tastings by baristas. However, this activity is linked to the location at Haarlemmerdijk and not to FOUR. This distinction is relevant, as not all brand activities are automatically connected to the Amsterdam-Zuid pop-up.

The same applies to recurring gatherings such as Afterhours and Flash Coffee. Afterhours is described as a meeting on the third Friday of the month, in collaboration with local businesses. Flash Coffee is presented as an informal meeting format for the community. No direct link was found in the consulted sources between these formats and the pop-up in FOUR.

The Social Return Barista Academy of Zuivere Koffie is publicly documented. This program is SCA-certified and combines training with paid work assignments and job interviews via the company’s partners. Thus, the emphasis is not only on coffee as a product, but also on coffee as a means for education and returning to the workforce.

Zuivere Koffie bridges the gap between its social mission and environmental claims. On its mission and company pages, the roastery and bakery are described as climate-positive, powered by solar and wind energy. The company states that it strives for the lowest achievable footprint—a phrasing that is integrated into a broader model where quality, minimal impact, and social impact are mentioned together.

Furthermore, Zuivere Koffie presents itself publicly as a social enterprise and a PSO 30+ certified company. It also notes that expenditures can count toward SROI obligations within procurement tenders. For its chocolate products, the company mentions a chocolatier affiliated with Cocoa Horizons, describing the chocolate bars as fair trade and locally produced.

Zuivere Koffie’s public communications highlight that the company has garnered attention from outlets such as Parool, AD, RTL Nieuws, and Hart van Nederland, particularly regarding the opening of its location on the Haarlemmerdijk. Additionally, the company reports that it was named Best Government Innovation of the Year in 2023.

In 2024, profile pieces from I amsterdam and Food Inspiration followed, detailing the venture and its development. Regarding the pop-up in FOUR itself, no separate award, ranking, or independent editorial recognition was found in the sources examined. Therefore, this location should primarily be seen as a physical extension of an existing brand and social enterprise model within Amsterdam-Zuid.