What Just Coffee does

Just Coffee is a family-owned organic coffee micro-roastery headquartered in Roskilde, Denmark, founded in 2006 and operating with 1-10 employees. The company imports green coffee from 12+ producer cooperatives across Latin America, Africa, and Asia, sources exclusively through the Roasters United alliance (co-founded in 2012) and follows a proprietary fair-trade model that exceeds standard Fairtrade minimum pricing, including pre-harvest financing to farmer cooperatives. All coffee is 100% organically certified from inception, and the company holds CO2-neutral certification through Ingenco2 and Danish food safety Smiley reports for both wholesale and retail operations.

The product portfolio spans single-origin coffees (Ethiopia, Mexico, Sumatra, Peru, Nicaragua Las Diosas, Honduras Aprolma, Congo, Guatemala), espresso blends (Espresso Nico, Espresso Trio, Sol og Måne, Mørk Colombia, Ravnsort), decaffeinated options (Slowdown, Espresso Slowdown), and seasonal releases (Sommerkaffe, Julekaffe). Complementary SKUs include green unroasted beans, Pukka organic teas, organic chocolates, Hario/AeroPress brewing equipment, barista accessories, gift packages, reusable travel tumblers, cleaning products, and barista training courses (currently paused). The core technology is small-batch on-site roasting in flexible ~70 kg lots at the Roskilde facility, optimizing roast profile per origin.

Just Coffee generates revenue primarily through one-time coffee product sales (250g at 98 DKK, 500g at 175 DKK, 1kg at 308 DKK, all inclusive of VAT) plus accessories, gift packs (415 DKK), equipment leasing/sales to B2B customers, and barista training. Distribution is multi-channel: a direct-to-consumer e-commerce webshop shipping via GLS, a network of 41 authorized dealers across Denmark (cafes, health food stores, wine shops, retail outlets), a B2B Firmakaffe corporate program, and event coffee bar services through partner Moving Coffee Bar. The customer base is split between private consumers (primary) and small business accounts, with no disclosed large enterprise anchors. Marketing is largely organic, relying on the company website, Facebook presence, and word-of-mouth through the dealer network.

Name

Just Coffee

Legal name

Just Coffee

Website

https://justcoffee.dk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Just Coffee is a family-owned organic coffee micro-roastery in Roskilde, Denmark, sourcing from 12+ cooperatives via the Roasters United alliance and selling freshly roasted coffee and accessories to Danish consumers, a 41-dealer network, and small B2B customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Roskilde

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Coffee Product Sales: Primary revenue from selling freshly roasted organic coffee beans in various sizes (250g, 500g, 1kg) and blends. Coffee sold whole or ground.
2. Barista Training: Professional barista training courses offered at the roastery, priced at 600 DKK per person with a 250g coffee bag included.
3. Equipment Leasing and Sales: Leasing and sales of coffee machines, grinders, and other equipment to business customers with professional service.
4. Accessories and Supplies: Sale of coffee brewing equipment, accessories, green coffee beans, tea, chocolate, cleaning products, and promotional items.
5. Gift Packages and Gift Cards: Seasonal gift packages (Spring/Summer, Autumn/Winter) and gift cards at 250 DKK.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Just Coffee imports organically certified green coffee from 12+ democratic cooperatives worldwide, roasts and packages it in small batches at its own roastery in Roskilde, Denmark, and sells fresh-roasted coffee directly to private consumers via its webshop and a network of 41 dealers across Denmark. The company also offers a Firmakaffe B2B program for corporate coffee supply, equipment leasing, and event services, plus complementary products such as green beans, tea, chocolate, brewing equipment, and barista training.

Product overview

Just Coffee is a family-owned organic coffee roastery in Roskilde, Denmark, offering a portfolio of single-origin and blended roasted coffees alongside complementary products. Core offerings include single-origin coffees from cooperatives across 11 countries (Ethiopia, Mexico, Sumatra, Peru, Honduras/Aprolma, Nicaragua/Las Diosas, Papua New Guinea, Congo, Guatemala), dark and espresso blends (Espresso Nico, Espresso Trio, Espresso Sol og Måne, Mørk Colombia, Ravnsort), and decaffeinated options (Slowdown). Seasonal coffees include Sommerkaffe (Brazilian natural from Coopfam) and Julekaffe (annual Christmas blend of PNG and Ethiopia). Complementary products include green unroasted coffee beans, Pukka organic teas, organic chocolates, brewing equipment (Hario V60, AeroPress, grinders), barista accessories, cleaning products, reusable travel cups, gift packages/cards, and barista training courses. B2B services cover corporate coffee supply, equipment leasing, and event coffee bars.

Differentiator

Problem solved

Functional benefit

Products and services

• Single-origin coffee beans (Ethiopia, Mexico, Sumatra, Peru, Nicaragua Las Diosas, Honduras Aprolma, Papua New Guinea) Freshly roasted, organically certified single-origin coffees from individual cooperatives, each with distinct flavor profiles (florals, chocolate, berries, nuts) offered in 250g, 500g, and 1kg bags, whole bean or ground.
• Mørk Colombia dark roast coffee Dark-roasted (full-city) highland arabica from Colombia; Just Coffee's most popular single product, with strong aroma, full body, and sweetness.
• Espresso Nico blend Dark-roasted espresso blend of aromatic Colombian beans and complex Guatemalan beans (one-quarter medium-roast), designed for balanced bitterness, floral aftertaste, body, and silky crema.
• Espresso Trio blend Dark-roasted espresso blend of Ethiopian, Papua New Guinean, and Honduran beans roasted separately to develop full aroma, producing a gentle, sweet espresso with mild dried-berry acidity.
• Espresso Sol og Måne blend Dark-roasted 100% highland arabica espresso blend from Colombia, Nicaragua, Honduras, and Ethiopia, characterized by full body, sweet crema, and balanced sweetness.
• Ravnsort French roast coffee Very dark-roasted (French roast) coffee from Colombian cooperatives with shiny dark beans, smoked bitterness, suitable for espresso and French press.
• Slowdown decaffeinated coffee Medium-to-dark roasted decaffeinated coffee made using the carbon dioxide method in Germany, with soft full body, light acidity, and a pleasant nut aftertaste.
• Espresso Slowdown decaffeinated espresso Dark-roasted decaffeinated espresso coffee processed using the CO2 method in Germany, designed as a flavorful decaf espresso option.
• Sommerkaffe (summer coffee) Seasonal medium-roasted natural-processed coffee from Brazilian cooperative Coopfam, with milk chocolate, nougat, and stone fruit notes; available in 250g, 500g, and 1kg bags.
• Årets Julekaffe (annual Christmas coffee) Annual seasonal darker-roasted blend of Papua New Guinea and Ethiopia coffees with dried-fruit sweetness, floral aroma, and balanced acidity, positioned for the winter holiday season.
• Prøvepakke coffee sampler Sampler pack of seven 100g bags covering Ethiopia, Ethiopia Natural, Mexico, Sumatra, Espresso Trio, Mørk Colombia, and Aprolma Honduras, designed for tasting the range.
• Green (unroasted) coffee beans Unroasted organic green coffee beans from certified highland arabica varieties, available in Ethiopia Natural, Honduras, Sumatra, decaffeinated, Mexico, Ethiopia, and Colombia origins, in 1kg bags, for home roasters and B2B buyers.
• Brewing equipment (Hario, AeroPress, Chemex) Coffee brewing equipment including AeroPress, Hario Buono kettle, Hario V60 1-cup and 2-cup drippers in multiple colors, Hario 01/02/03 servers, Hario cold brew brewer, and Chemex filters.
• Coffee grinders (Hario Mini Slim Plus) Hand coffee grinders, primarily the Hario Mini Slim Plus, sold as standalone products in the webshop.
• Barista accessories and brewing supplies Brewing accessories including barista towels, Hario V60 paper filters (01/02/03 in white and brown), Rhino Coffee Gear brewing scale, Fellow Prismo, AeroPress filters, Motta milk pitchers (360ml/600ml/950ml), Motta tampers (58mm/54mm), Motta spring tamper, Motta thermometer, and Motta tamper stand.
• Coffee equipment cleaning products Cleaning products for coffee equipment including Urnex Biocaf cleaning powder 500g, Urnex Grindz coffee grinder cleaner 430g, angle head cleaning brush, and Urnex Dezcal 28g.
• Reusable travel cups (Miir tumblers and camp cups) Reusable travel tumblers and camp cups, including Miir travel tumbler white (350ml, 245 DKK) and Miir camp cup white (350ml, 235 DKK).
• Gift packages and gift cards Gift packages including Spring/Summer gift box and Autumn/Winter gift box (both 415 DKK), gift cards (250 DKK), and the complete Hario V60-02 gift package (1,040 DKK).
• Decorative posters and coffee sacks Decorative A2 and A3 posters featuring Just Coffee varieties including Ravnsort, Mexico, Aprolma, Pedalkraft, Sumatra, Espresso Trio, Sol og Måne, Mørk Colombia, Slow Down, Christmas, Papua Ny Guinea, Autumn, Summer, and Winter coffees, plus branded coffee sacks.
• Organic Pukka tea range Organic Pukka tea assortment at 48 DKK per package, including peppermint licorice, mint refresh, chamomile vanilla manuka honey, Radiance, lemongrass ginger, clean matcha green tea, original chai, elegant English breakfast, gorgeous earl grey, feel new, elderberry echinacea, lemon ginger manuka honey, three ginger, wild apple and cinnamon, and womankind.
• Organic chocolate and cashew nuts Organic chocolate and cashew nuts. Vivani range (42 DKK each) includes peppermint, fine dark 71%, and fine milk chocolate. Mellow Chocolate range (54 DKK each) includes 70% Tanzania cocoa, coconut milk Caribbean, hazelnuts Piedmont Italy, sea salt, coffee Colombia, olive oil, and black oats Denmark.
• Barista training courses Barista training courses at the Just Coffee roastery covering espresso preparation, grinder adjustment, milk steaming, and latte art basics; previously 600 DKK per person including a 250g coffee bag, with sessions 17:00–19:00, minimum 4 and maximum 6 participants. Currently paused.
• Firmakaffe B2B coffee service Business coffee service for companies, stores, and cafes across Denmark, including recurring coffee supply, GLS delivery, equipment leasing/sales with professional service, event coffee bar services via partner Moving Coffee Bar, and corporate workshops including presentations and barista training.

Quantifiable outcome

• All coffee priced above world market price to ensure fair farmer compensation
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Roasters UnitedcoreStrategic or Co-development Partner · 1 January 2012Founded in 2012 as a founding member, Roasters United is a union of like-minded European coffee roasters who collaborate on importing organic coffee directly from cooperatives. The union meets twice yearly, visits partner cooperatives annually, and exchanges knowledge to improve business practices. Just Coffee sources coffee through this alliance for more effective and meaningful import from producer cooperatives.
• Moving Coffee BarminorGTM or Marketing PartnerJust Coffee ambassador for event coffee bar services. Moving Coffee Bar provides coffee bar services for events and parties in collaboration with Just Coffee.
• Cooperative Sourcing NetworkcoreStrategic or Co-development PartnerLong-term relationships with 12+ cooperatives across Latin America, Africa, and Asia: Nicaragua Las Diosas (women's cooperative), Ethiopia Taramesa and Shilicho (Sidama region), Congo SOPACDI (11,600 members), Guatemala ADEBIPROM/Manos Campesinas, Colombia Fondo Paez, Peru Cenfrocafe (~3,000 members), Honduras Aprolma (69 women members), Mexico Yeni Nevan, Sumatra Permata Gayo (2,000+ members). All sourcing follows fair trade principles exceeding minimum standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Counter Culture Coffee: US specialty roaster with deep sustainability and direct-trade credentials, selling DTC and through training programs. Comparable to Just Coffee in ethical sourcing narrative and craft positioning.
• Bonanza Coffee Roasters: Berlin-based specialty roaster with strong direct-trade relationships and roastery-cafe presence. Comparable European small-batch ethical roaster serving a similar consumer mindset.
• La Cabra Coffee: Specialty coffee roaster based in Aarhus, Denmark, with a roastery-cafe and webshop focused on seasonal single-origin coffees. Competes head-to-head with Just Coffee for Danish third-wave consumers.
• Prolog Coffee: Copenhagen-based specialty coffee roaster selling single-origin coffee via DTC and supplying cafes. Closely comparable to Just Coffee's craft, direct-trade model in the Danish market.
• Coffee Collective: Danish specialty coffee micro-roastery and cafe chain based in Copenhagen with a strong direct-trade ethos. Directly comparable to Just Coffee on single-origin sourcing, small-batch roasting, and Danish DTC + cafe hybrid model.
• Square Mile Coffee Roasters: London-based specialty roaster focused on direct relationships and premium single-origin coffee. Similar positioning and product mix to Just Coffee's single-origin, small-batch portfolio.

Emerging players

• Hasbean Coffee: UK-based small specialty roaster focused on single-origin offerings with transparent sourcing. Smaller-scale direct-trade roaster with operating model closely resembling Just Coffee's.

Broad incumbents

• Peter Larsen Kaffe: Established Danish coffee brand with broad retail and foodservice presence. Serves as the larger incumbent against which Just Coffee competes for Danish premium coffee share.
• Lavazza: Global Italian coffee manufacturer with broad portfolio across retail, foodservice, and espresso. Represents the major-incumbent competitive backdrop for specialty micro-roasters like Just Coffee.

Regional players

• Kaffekompagniet: Danish specialty coffee distributor/retailer with multiple cafe locations. Competes with Just Coffee for Danish premium cafe and retail shelf space, including coffee bars and select retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/just.coffee.dk
• Xx.com/just_coffee
• LinkedInlinkedin.com/company/justcoffedk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Just Coffee