International Tea & Coffee Academy

What International Tea & Coffee Academy does

International Tea & Coffee Academy B.V. (ITC Academy) is a Dutch private limited company operating a specialty education and training business focused on tea, coffee, and cacao. Founded in 2017 and headquartered in Zeewolde with training facilities in Amersfoort and Den Haag, the company delivers year-long professional diploma programs (Theesommelier Opleiding, Master Barista Program, Roast Master Program, Professional Tea Taster Program), shorter SCA certification courses, Summerschool intensives, masterclasses, Tea and Food Pairing workshops, and Cacao training. Theesommelier and Master Barista diplomas are SVH-recognized, and the company holds SCA Premier Training Campus status, making it the only SVH-recognized tea sommelier training institution in the Netherlands and one of a small number of Premier Training Campuses nationally.

The business generates revenue through tuition fees priced at €2,787-€2,937 (excluding VAT) for year programs (with installment plans available), €130 per SCA exam, €257-€1,367 for single and multi-day courses, and additional income from consultancy, a 'Rent us' barista and sommelier staffing service for events, and roastery services. Go-to-market is direct-to-consumer via the company website, supported by content marketing (blog, newsletter, YouTube, Instagram, Facebook, X) and word-of-mouth from graduates; reviews average 9.5 out of 10 across courses. Customers are primarily Dutch hospitality SMBs and individual professionals and enthusiasts seeking recognized specialty credentials, with no enterprise anchor contracts visible.

Technology is non-existent as a differentiator: there is no proprietary platform, no app, and no AI or data capabilities. The moat is regulatory and reputational, anchored in third-party issued SVH and SCA credentials and a curated curriculum delivered by specialist instructors. International activity is limited to partnerships with Women in Tea and Solidaridad in Uganda, a relationship with Zuyderblad (the only Dutch tea plantation), and a featured relationship with Tropical Treasures Tea in Tanzania, primarily for content, training support, and origin travel programs. The company has no external funding, no parent, and no subsidiaries.

Name

International Tea & Coffee Academy

Legal name

The International Tea & Coffee Academy B.V.

Website

https://itcacademy.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

ITC Academy is a Dutch private training institution that delivers SVH-recognized year-long diploma programs in tea sommelier, master barista, and roast master disciplines, alongside SCA certification, masterclasses, and consultancy, serving Dutch hospitality professionals and specialty beverage enthusiasts.

Ownership category

akta.pro rank

Product category

Specialty Beverage Professional Education

NAICS

Technical and Trade Schools (6115), Other Technical and Trade Schools (611519), Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Bar & Beverage (Bartending/Mixology/Coffee/Tea) (EDAOAKAH)

akta.pro secondary industry

Professional Culinary Arts (Chef Training) (EDAOAKAA)

Keywords

• Specialty coffee training
• Tea sommelier education
• Barista certification programs
• SCA professional training
• Hospitality skills education

Headquarters

HQ city

Zeewolde

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Training Programs: Year-long diploma programs (Theesommelier Opleiding, Master Barista Program, Roast Master Program) and shorter certification courses. Revenue from tuition fees, with optional payment in installments.
2. SCA Certification Examinations: Optional SCA (Specialty Coffee Association) certificate exams available at additional cost alongside diploma programs.
3. Consultancy Services: Advisory, coaching, and concept development for businesses.
4. Facility Rentals and Event Services: 'Rent us' service providing barista or tea sommelier staffing at client events.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

International Tea & Coffee Academy (ITC Academy) is a Dutch professional training institution that delivers in-person education and certification in specialty tea, coffee, and cacao. Its core offerings are year-long SVH-recognised diploma programs (Theesommelier Opleiding, Master Barista Program, Roast Master Program, Professional Tea Taster Program), supplemented by individual SCA certification courses, masterclasses, Summerschool intensives, tea & food pairing training, cacao training, and on-site consultancy for hospitality businesses.

Product overview

International Tea & Coffee Academy (ITC Academy) is a Dutch professional education and training organization specializing in tea, coffee, and cacao. The company operates as a platform of interconnected programs, with its flagship offerings being year-long professional diploma programs: Theesommelier Opleiding (a 3-year SVH-recognized Tea Sommelier program), Master Barista Program (SVH-recognized), and Roast Master Program. Supporting these core programs are individual SCA (Specialty Coffee Association) certification courses, Masterclasses, Summerschool intensives, Tea & Food Pairing training programs, Cacao training, Roastery services, and Consultancy. ITC Academy functions as an SCA Premier Training Campus, offering a structured progression from single-day workshops through multi-year professional certifications.

Differentiator

Problem solved

Functional benefit

Brands

• Roastery: A coffee roasting facility where customers can have their coffee roasted, take training, and do internships.

Products and services

• Theesommelier Opleiding (Tea Sommelier Program) Year-long, SVH-recognised professional diploma program to become a certified Tea Sommelier, covering origin, processing, brewing, and tea & food pairing. ITC Academy is the only SVH-recognised training institution for tea sommeliers in the Netherlands.
• Master Barista Program Year-long SVH-recognised barista diploma covering all aspects of coffee and the barista profession, with eligibility for up to eight international SCA certificates.
• Roast Master Program Year-long professional roasting diploma covering green coffee selection, roasting techniques, roast profiling, and quality control, leading to a recognised diploma.
• Professional Tea Taster Program Year-long professional program focused on tea tasting, quality assessment, and professional tea evaluation following international standards.
• SCA Training Courses Individual Specialty Coffee Association certification courses covering Barista Skills, Brewing, Roasting, Green Coffee, Sensory Skills, and Introduction to Coffee at Foundation, Intermediate, and Professional levels, with per-exam fees of €80–€130.
• Tea & Food Pairing Training Specialised courses on pairing tea with food, including a 5-day comprehensive program and a 10-step introductory course covering flavour matching, presentation, and hospitality implementation.
• Masterclasses Intensive workshops on specialised tea and coffee topics such as Japanese Tea Ceremony, China Tea Master Program, Japan Tea Master Program, Specialty Tea of Uganda & Kenya, and Starting a Coffee or Tea Business.
• Summerschool Programs Three-day intensive crash courses in August (Summerschool Barista and Summerschool Tea) providing hands-on practice, tasting sessions, and brewing method experimentation.
• Cacao Training Training courses on cacao processing, chocolate making, and single-origin cacao appreciation, including Cacao 1 covering bean-to-bar chocolate making.
• Roastery Services On-site coffee roasting services and training facility allowing students to observe and practise roasting techniques, with internship opportunities.
• Consultancy Services Professional advisory services for businesses including coaching, concept development, and industry expertise for hospitality and tea/coffee professionals.
• Rent us (Event Staffing Service) Provides barista or tea sommelier staffing at client events, enabling venues to offer trained professionals on location.
• Single-Day Training Courses Individual single-day training courses including Thee 1, Thee 2, Kennismaking Thee, Barista Skills Foundation/Intermediate/Professional, Sensory Skills, Roasting, Green Coffee, Introduction to Coffee, Home Barista, and Brewing Foundation/Intermediate.

Quantifiable outcome

• 9.5 average rating from course reviews
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Women in Tea (Uganda)minorStrategic or Co-development PartnerITC Academy supports Women in Tea in Uganda by providing knowledge and experience in growing and processing specialty tea. Staff have spent two months in Africa helping with training. A charity masterclass was organized with proceeds going entirely to Women in Tea, enabling them to purchase land for their own tea factory.
• SolidaridadminorStrategic or Co-development PartnerPartnered with Solidaridad to support a training center in Uganda where farmers can be trained in all aspects of specialty tea. Solidaridad has ordered processing machines for the facility.
• Zuyderblad (Dutch Tea Plantation)minorStrategic or Co-development PartnerPartnership with the only Dutch tea plantation. Owner Linda serves as teamaster and provides ongoing online guidance to tea farmers in Uganda.
• Tropical Treasures Tea (Tanzania)minorStrategic or Co-development PartnerFeatured partner producing specialty teas from Tanzania. Founder Bente Luther-Medoch was featured in blog content showcasing tea-food pairings.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• European Bartender School: Largest professional bartender school in Europe with multi-city locations offering vocational beverage training. Directly comparable to ITC Academy in the professional beverage education model, though focused on bartending rather than tea/coffee.
• Barista Hustle: Online coffee education platform offering professional barista training, courses, and certifications globally. Directly comparable in subject matter (specialty coffee education) but competes via digital delivery rather than physical classroom.
• Bellissimo Coffee Advisors: US-based coffee consulting and training firm offering professional barista education, Q-grader courses, and roaster training. Comparable in providing professional coffee credentials and consultancy services to ITC Academy.

Broad incumbents

• Wine & Spirit Education Trust (WSET): Global provider of wine, spirits, and sake education and qualifications. Directly comparable to ITC Academy in operating a multi-tier vocational beverage certification pathway with industry-recognized credentials.
• Hotel & Hospitality School The Hague: Premier Dutch hospitality management school providing broader hospitality education including F&B and beverage components. Overlaps with ITC Academy's hospitality professional target segment in the Dutch market.
• Specialty Coffee Association (SCA): Global trade association for specialty coffee that issues the SCA certifications ITC Academy administers. A broader incumbent in coffee education and the governing body whose Premier Training Campus status ITC Academy relies on.

Regional players

• Square Mile Coffee Roasters Training: UK-based specialty coffee roaster with professional barista and roasting training programs. Comparable educational offering to ITC Academy but focused on the UK market rather than the Netherlands.

Emerging players

• Counter Culture Coffee Training: US specialty coffee roaster with extensive barista and roaster training programs. Comparable to ITC Academy in combining roastery operations with professional coffee education, though more vertically integrated into green coffee sourcing.
• Hasbean Coffee Training: Specialty UK coffee roaster offering barista training, workshops, and education. Comparable to ITC Academy in combining roastery operations with coffee education, though smaller scale and UK-focused.
• Callebaut Academy (Barry Callebaut): Chocolate industry training arm of Barry Callebaut, offering professional cacao and chocolate-making education. Comparable to ITC Academy's cacao training programs and represents an adjacent vertical with similar educational structure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/itcacademy
• YouTubeyoutube.com/channel/UCxZuWnPAzg4NX5r6FWdnJrQ
• Facebookfacebook.com/www.itcacademy.nl
• Instagraminstagram.com/itcacademy
• LinkedInlinkedin.com/company/international-tea-coffee-academy

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 International Tea & Coffee Academy