Care for Coffee

What Care for Coffee does

Care for Coffee is a Dutch B2B coffee service provider founded in 2016 and headquartered in Apeldoorn, with an additional registered office in Nijverdal. The company sells a full-service subscription to businesses across the Netherlands, bundling an ETNA-brand professional bean-to-cup machine (Lyra, Lyra Touch, Sagitta Touch, Sagitta Touch Milkbase, or Lynca 950S rental unit), beans, weekly on-site cleaning, maintenance, and a 4-hour service-response SLA, priced from €0.22 per cup with no upfront investment. Its product portfolio extends beyond subscription to machine leasing/rental, a webshop for beans, Trending Tea pyramid bags, instant soup, FSC-certified cups, and cleaning consumables, plus a newer water-cooler line.

The go-to-market is sales-led: dedicated account advisors (Kirsten, Roy) handle inside-sales quote generation, while field-sales staff perform on-site needs assessments and arrange personal installation by technicians who also train customers. A 14-day free trial placement serves as the conversion mechanism, supported by customer testimonials and Google reviews. Care for Coffee serves a deliberately segmented set of verticals — offices, healthcare, retail, sports kantines, education, and workshops — with named customers including BNNVARA, Ten Cate, Technische Unie, Gemeente Hardenberg, Deltion College, and Nemaco Bouwmachines.

Economically, the model is recurring and asset-light in cash terms because machines are amortized across long (10-year) lifecycles with refurbishment before redeployment. The company emphasizes sustainability as a differentiator: Rainforest Alliance and Fairtrade-certified coffee and tea, FSC-certified cups, an 85% CO2-neutral fleet, Made Blue water donations (2 million liters by March 2024), Cradle to Cradle positioning, and an 18% SROI workforce composition via partnerships such as De Sterkerij. There are no disclosed funding rounds, leadership details beyond director/major-shareholder Marcel Grob, or revenue figures.

Name

Care for Coffee

Legal name

Care for Coffee

Website

https://careforcoffee.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Care for Coffee is a Dutch B2B full-service coffee subscription provider (founded 2016) selling ETNA machines, beans, tea, and weekly maintenance to offices, healthcare, retail, sports, education, and workshops across the Netherlands from €0.22 per cup.

Ownership category

akta.pro rank

Product category

Office Coffee Services

NAICS

Food Service Contractors (722310), Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Beverage Service (Coffee/Tea/Juice) & Refreshment Stations (HSACAGAJ)

akta.pro secondary industries

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• Office coffee service
• Coffee machine subscription
• Full-service coffee solutions
• Bean-to-cup equipment
• Wholesale coffee beans

Headquarters

HQ city

Nijverdal

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Coffee Subscription (Full-Service): All-inclusive subscription model where customers pay per 'cliq' (cup) from €0.22. Includes machine provision, installation, weekly maintenance, cleaning, and coffee supply. No upfront investment required from customer.
2. Machine Leasing: Flexible rental options for coffee machines including the luxury rental machine (Lynca 950S). Customers can lease equipment separately from the subscription service.
3. Consumables (Webshop): Direct sales of coffee beans, tea, soup, and supplies through the e-commerce webshop. Products include Intenso coffee (€12.84 per 750g), espresso beans, Trending Tea pyramid bags (€13.75 per 100), and cleaning supplies.
4. Supplies and Accessories: Sale of complementary products including cups, saucers, sugar sticks, creamer sticks, biscuits, coffee cups (2500 per box at €90), and cleaning tablets.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Care for Coffee delivers full-service office coffee solutions for Dutch businesses, pairing professional ETNA bean-to-cup machines with consumables, on-site installation, weekly cleaning visits, and a 4-hour maintenance response under a per-cup subscription that starts at €0.22. The company also sells coffee beans, tea, cup-a-soup, and maintenance accessories through its own e-commerce webshop and offers dedicated machine leasing and luxury machine rental options for events.

Product overview

Care for Coffee is a Dutch business coffee service company offering a full-service subscription model. The core offering includes professional Etna-brand bean-to-cup coffee machines (Lyra, Lyra Touch, Sagitta Touch, Sagitta Touch Milkbase, Lynca 950S) combined with premium coffee products (Intenso, Espresso, Dark Roast blends) and ongoing maintenance services. Customers pay per cup (starting at 22 cents) which includes the machine, beans, weekly cleaning, and 4-hour service response. The product portfolio spans coffee machines (sold and leased), branded coffee beans and teas (Trending Tea sub-brand), instant soup (Cup a Soup), cleaning/maintenance supplies, and rental options. The company emphasizes sustainability with Rainforest Alliance and Fairtrade certified products.

Differentiator

Problem solved

Functional benefit

Brands

• Trending Tea: A tea brand offering Fairtrade teas including African Rooibos, Earl Grey, English Breakfast, Forest Fruit, Green Tea varieties, and Mint & Hibiscus in pyramid bags.

Products and services

• Full-Service Coffee Subscription All-inclusive office coffee service combining a professional ETNA bean-to-cup machine with on-site installation, weekly cleaning visits, consumables, and 4-hour on-site maintenance response, with per-cup pricing starting from €0.22 and a 14-day free trial placement. Designed for Dutch businesses of all sizes seeking outsourced office coffee without upfront equipment investment.
• Lyra Touch Coffee Machine Bean-to-cup coffee machine with 7-inch high-resolution TFT touchscreen, dual boiler with adjustable dispensing head, separate hot water outlet, and fully automatic cleaning program; offered to B2B customers within the full-service subscription.
• Lyra Coffee Machine Entry-tier ETNA bean-to-cup machine with multiple beverage options and adjustable settings, suitable for smaller offices and integrated with the full-service subscription model.
• Sagitta Touch Coffee Machine Premium ETNA bean-to-cup machine for larger office environments featuring customizable 7-inch TFT display, fresh milk capability, dual pressure-sensitive boilers, automatic milk frother with CleanMilk technology, and triple boiler options.
• Sagitta Touch Milkbase Coffee Machine Premium bean-to-cup machine with built-in milkbase for cappuccino and latte varieties, designed for offices that need broad beverage variety without separate milk refrigeration.
• Lynca 950S Luxury Coffee Machine Rental Short-term rental of a premium coffee machine for events, trade shows, conferences, and workshops, with up to approximately 2,500 cups capacity and pricing from €795, designed for B2B venues needing premium coffee without long-term contract.
• Coffee Machine Leasing Lease-to-own or multi-period leasing program for coffee machines aimed at medium-volume customers, providing flexibility versus the full-service subscription or outright purchase.
• Coffee Machine Rental General coffee machine rental service for customers needing temporary or event-based coffee service without the full-service subscription commitment.
• Intenso Coffee Blend Care for Coffee signature coffee blend roasted by AC De Branderij, supplied to subscription customers and sold through the company's e-commerce webshop as 1kg whole beans for office or home use.
• Espresso Coffee Blend Care for Coffee classic espresso blend roasted by AC De Branderij, supplied to subscription customers and sold as 1kg whole beans through the e-commerce webshop.
• Dark Roast Coffee Blend Care for Coffee dark roast blend roasted by De Sterkerij, supplied to subscription customers and sold as 1kg whole beans through the e-commerce webshop.
• Trending Tea Tea brand and product line offered by Care for Coffee alongside coffee subscriptions for offices needing a full hot-beverage service, including dedicated pricing tiers for subscription customers.
• Cup a Soup Cup a Soup varieties (including tomato and beef) distributed through subscription deliveries and sold via the e-commerce webshop, complementing the coffee and tea range for office pantries.
• Coffee Supplies and Accessories Coffee supplies and accessories category including chocolate milk, sugar sticks, and other pantry items sold through the company's e-commerce webshop for office and home use.
• Cleaning Tablets (Box of 120) Cleaning tablets sold in boxes of 120 through the company's e-commerce webshop, intended for routine maintenance of professional coffee machines.
• Gift Coffee Subscription Three- or six-month gift coffee subscription sold through the e-commerce webshop, allowing non-business buyers to gift a curated Care for Coffee subscription experience.
• Alex Meijer Tea Sticks Alex Meijer Tea individual sticks product line offered alongside Care for Coffee's main tea offering, providing single-serve tea variety for office pantries.
• Coffee Cups Paper coffee cups sold through Care for Coffee's e-commerce webshop, complementing machine and bean offerings for end-to-end coffee service.

Quantifiable outcome

• 4-hour on-site response time for machine issues during business hours
• +5 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, secondary and minor.

• AC De BranderijcoreStrategic or Co-development Partner · 1 January 2020Since March 2020, Care for Coffee and AC De Branderij (Hardenberg) jointly provide hot and cold beverage services for Gemeente Hardenberg. AC De Branderij delivers artisanal quality coffee and 100% organic tea while Care for Coffee provides machines and service. The partnership includes Halo Green Cups - 100% biodegradable cups collected and recycled. Both companies focus on circularity and social employment.
• ETNA Coffee TechnologiescoreTechnology or IntegrationCare for Coffee exclusively uses ETNA professional coffee machines, a Dutch manufacturer based in Doetinchem. ETNA develops and produces coffee machines for businesses, healthcare, and hospitality. The partnership aligns with Care for Coffee's focus on reliability, durability, and sustainability. ETNA machines feature A+ energy ratings, long lifespan, and easy maintenance for refurbishment.
• Made BluecoreOthersCare for Coffee is an ambassador of Made Blue, a foundation providing clean drinking water in developing countries. Since 2014, Made Blue has realized over 10 billion liters of clean water. Care for Coffee donates 1 million liters annually, ensuring 136 people have access to clean water for 10+ years. As of March 2024, Care for Coffee has donated 2,000,000 liters total.
• Rainforest AlliancecoreOthersRainforest Alliance is a non-profit organization supporting farmers in sustainable agriculture. Care for Coffee's coffee carries the Rainforest Alliance certification, which guarantees high sustainability standards, good labor conditions, and income protection for coffee farmers. The certification covers beans from Colombia, Java, Honduras, and Brazil.
• Fairtrade (Max Havelaar)coreOthersCare for Coffee supplies only coffee and tea with Fairtrade and/or Rainforest Alliance certification. Fairtrade ensures farmers and workers in developing countries have fair representation in trade chains, living wages, and investment in sustainable futures. The certification guarantees minimum market prices and premiums for social improvements.
• Forest Stewardship Council (FSC)coreOthersFSC is an international organization promoting responsible forest management. Care for Coffee's coffee cups are FSC-certified, meaning they come from responsibly managed forests. FSC certification requires audits by independent certification bodies and compliance with FSC rules throughout the production process.
• De SterkerijsecondaryStrategic or Co-development PartnerDe Sterkerij in Rijssen helps people with disabilities or psychological conditions access paid work. Care for Coffee supplies coffee machines and coffee to the Sterkerij's canteen (serving 50 people daily), orders Christmas packages from them, and has employees sticker coffee bags. This supports social employment and creates a circular working relationship.
• Johan Cruyff FoundationminorOthersCare for Coffee supports the Johan Cruyff Foundation through charitable donations, supporting sports opportunities for children and youth development.
• KWF KankerbestrijdingminorOthersCare for Coffee supports KWF Kankerbestrijding (Dutch Cancer Society) through charitable donations as part of their corporate social responsibility initiatives.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• Makro (Metro AG): Dutch wholesale and foodservice supplier that sells coffee machines, beans, and consumables to hospitality and business customers. Adjacent competitor for direct purchases of supplies and machines, though lacks full-service subscription infrastructure.
• AC De Branderij: Dutch artisanal coffee roaster based in Hardenberg that partners with Care for Coffee for the Gemeente Hardenberg contract. Comparable as a coffee roaster/specialty coffee producer with adjacent B2B go-to-market.

Broad incumbents

• Nespresso Professional: Nestlé's B2B coffee division offers premium capsule and bean-to-cup machines with full-service support to offices and hospitality. Competes in the same Dutch B2B segment with strong brand equity and a comparable machine-plus-consumables subscription model.
• Selecta Group: Pan-European vending and office coffee services operator with significant presence in the Netherlands. Offers comparable full-service coffee subscriptions, vending machines, and micro-market solutions to offices and public spaces.
• Lavazza Professional: Lavazza's B2B arm (formerly Espresso Service Pro) provides office coffee machines, beans, and full-service support across Europe. Comparable subscription/service model with similar product portfolio (bean-to-cup machines, beans, maintenance) but at substantially larger scale.
• Jacobs Douwe Egberts (JDE) Professional: JDE is the largest coffee company in the Netherlands and operates a major office coffee and out-of-home division. Directly comparable in product (coffee machines + beans) and B2B service model, but with far greater scale, brand portfolio (Douwe Egberts, Jacobs, Senseo), and international reach.

Direct peers

• Pelican Rouge: Dutch office coffee services company offering coffee machines, beans, and full-service maintenance to businesses in the Netherlands and Benelux. Closely comparable in service model (subscription, on-site maintenance) and target customer (offices, SMB to enterprise).
• 4Senses: Dutch office coffee services provider offering bean-to-cup machines and consumables on subscription to businesses. Directly comparable in service model and target segment within the Netherlands.
• Coffee Fresh: Dutch office coffee and vending specialist providing coffee machines, beans, and full-service contracts to businesses. Directly comparable in business model, customer segment, and geographic focus on the Netherlands.

Emerging players

• KoffieThuis / Lof Coffee: Dutch specialty coffee subscription company with office and consumer subscription services. Comparable subscription model and Dutch focus, though more weighted toward specialty/single-origin positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/careforcoffee
• LinkedInlinkedin.com/company/careforcoffee
• Instagraminstagram.com/care.forcoffee

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Care for Coffee