Keen Coffee

What Keen Coffee does

Keen Coffee (legal entity Keen Roastery BV) is a specialty coffee roastery founded in 2016 and headquartered in Utrecht, the Netherlands, with an 11-person team. The company operates a vertically integrated specialty coffee business built around direct-trade, single-origin sourcing — coffees are light-roasted in small batches and named after the farmers, farms, or washing stations that produce them, with GPS coordinates and producer stories published on each product page. The core technical platform is a WordPress/WooCommerce-style DTC e-commerce stack with subscription billing (Essential and Explore tiers), eight payment integrations (Mollie, PayPal, Apple Pay, iDEAL, SEPA, SOFORT, KBC, credit card), and an interactive in-house Flavor Wheel content tool used for customer education. SKAL organic certification and a diversified importer network spanning 15+ partners across Ethiopia, Honduras, Rwanda, Burundi, Indonesia, Colombia, Uganda, Nicaragua, Thailand, Myanmar, El Salvador, Guatemala, Tanzania, Brazil, Peru, and Costa Rica underpin the supply side.

Revenue is generated across six streams: retail single-origin coffee bags (€13.70–€85), monthly subscriptions (€18–€28/mo with up to 30% discount), curated tasting boxes (€28–€46.60), brewing equipment and accessories (€9.50–€1,149 including Sage espresso machines, Hario, Aeropress, Chemex, ACAIA scales), SCA-certified barista training (Barista Skills, Espresso Master, Sensory Master, Train the Trainer, Latte Art), and a B2B wholesale program with a dedicated ordering portal. Distribution combines the DTC webshop (~20 European shipping destinations with tiered free-shipping thresholds), a physical retail tasting bar at Ganzenmarkt 30 in Utrecht city centre (opened August 2024), and the wholesale channel serving coffee shops and cafes. Marketing is content-first: origin storytelling, newsletter capture (€5 discount incentive), Trustindex-verified reviews, and the Flavor Wheel act as top-of-funnel acquisition, while subscriptions and tasting boxes drive repeat purchase.

Name

Keen Coffee

Legal name

Keen Roastery BV

Website

https://keencoffee.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Keen Coffee is a specialty coffee roastery in Utrecht that roasts traceable single-origin coffees and sells them direct-to-consumer, via subscriptions, a B2B wholesale program, and a city-centre tasting bar.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roastery

NAICS

Coffee and Tea Manufacturing (31192), Specialty Food Retailers (4452), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Eating & Drinking Places (5810), Beverages (2080)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Coffee, Tea & Cacao Experiences (Roastery Tours, Tastings) (THAJAGAH)

Keywords

• Specialty coffee roasting
• Single origin coffee
• Coffee subscription service
• Specialty coffee equipment
• Barista training

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Product Sales: Single-origin specialty coffees sold in various weights (150g, 250g, 1000g) with prices ranging from €13.70 to €85.00. Direct trade sourcing from farmers worldwide.
2. Subscriptions: Two subscription tiers: Essential (fixed favorite coffee, up to 30% discount) and Explore (two different seasonal coffees monthly, up to 30% discount). Billed monthly with free shipping.
3. Tasting Boxes: Curated selection boxes featuring 2-3 coffees for flavor exploration, priced €28-46.60, offering discount vs. individual purchase.
4. Equipment & Accessories: Brewing equipment including V60, Aeropress, Chemex, Kettle, scales, grinders, espresso machines (Sage brand), and accessories. Prices from €9.50 to €1,149.
5. Barista Training: SCA-certified training programs including Barista Essentials, Espresso Master, Sensory Master, Train the Trainer, and Latte Art courses.
6. Wholesale: B2B coffee supply for businesses including dedicated wholesale subscription for Brazilian coffee.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Keen Coffee is a specialty coffee roastery that sources, light-roasts, and sells single-origin specialty coffees directly from farmers worldwide through traceable direct trade relationships. The company operates a direct-to-consumer e-commerce platform offering retail coffee bags, monthly subscriptions (Essential and Explore), curated tasting boxes, and specialty brewing equipment. A flagship Keen Coffee Bar in Utrecht city centre provides guided tastings, and the company additionally offers SCA-certified barista training, wholesale supply, and consultancy services for businesses.

Product overview

Keen Coffee is a specialty coffee roastery based in Utrecht, The Netherlands, operating since 2016. The company offers a unified specialty coffee business combining: (1) Single-origin retail coffee bags sourced directly from farmers worldwide with GPS coordinates and full traceability; (2) Monthly subscription services (Essential with up to 30% discount on selected origins, and Explore delivering two seasonal coffees monthly); (3) Curated tasting boxes including Roasters Choice, Tutti Frutti, La Primavera, and Frinsa collaboration boxes; (4) Professional and home brewing equipment including V60, Aeropress, Chemex, Hario Switch, Clever Dripper, Origami, and Sage espresso machines, along with precision scales (ACAIA, Rhino), grinders, tampers, kettles, milk jugs, and cleaning products; (5) Barista training programs (Espresso Master, Sensory Master, SCA Foundation, Latte Art, Train the Trainer) and a Dutch barista guide book; (6) Wholesale and consultancy services for businesses; (7) Physical retail presence through Keen Coffee Bar tasting room in Utrecht city centre and roastery shop. The company operates primarily as a direct-to-consumer e-commerce platform with no public API.

Differentiator

Problem solved

Functional benefit

Products and services

• Single Origin Specialty Coffee (Retail Bags) Light-roasted single-origin specialty coffees sourced directly from farmers worldwide, available in 150g-1000g sizes. Includes coffees from Brazil, Peru, Ethiopia, Colombia, Guatemala, El Salvador, Honduras, Uganda, Rwanda, Burundi, Myanmar, Thailand, Indonesia, and Tanzania, each GPS-traceable and named after the producing farmer, farm, or washing station.
• Keen Essential Subscription Monthly subscription delivering a fixed favorite single-origin coffee with up to 30% discount versus retail. Includes a free Flavour Wheel and brewing tips. Customer selects one coffee from options such as Danche Organic Ethiopia, Jaguara Brazil, Jukia Park Uganda, Naranjo Organic Peru, or Popayan Decaf Colombia. Billed monthly with free shipping in the Netherlands and cancelable with one-month notice.
• Keen Explore Subscription Monthly subscription delivering two different seasonal single-origin coffees with up to 30% member discount, free shipping in the Netherlands, and included coffee info cards detailing origin, farmer, and flavour profile. No sign-up fee. Targets customers seeking flavor exploration and seasonal variety.
• Roasters Choice Tasting Box Mystery selection of three 250g light-roasted single-origin coffees at a discounted price, with a rotating seasonal selection curated by Keen roasters for flavor exploration.
• Tutti Frutti Tasting Box Curated selection featuring Liza Rwanda, Danche Ethiopia, and Los Alpes Colombia (3x250g). Celebrates juicy, refreshing tropical fruit flavors with notes of pineapple, berries, and yoghurt gummies.
• La Primavera Tasting Box Curated selection featuring Rony Herrera Nicaragua, Naranjo Peru, and La Encantada El Salvador (3x250g). A celebration of Central American coffee origins.
• Visible Idea of Perfection - Frinsa Tasting Box Two-lot tasting box from Frinsa Estate Indonesia (2x250g). Features Frinsa Manis #2 (Extended Fermentation Natural) and Frinsa Manis #5 (Natural) showcasing funk and sweetness.
• Pour-Over Coffee Brewers (V60, Hario Switch, Clever Dripper, Origami) Range of manual pour-over coffee drippers including the Hario V60 ceramic pour-over for 300-500ml brewing, Hario Switch multifunctional brewer combining pour-over and full immersion, Clever Dripper 500ml full-immersion brewer with paper filtration, and Origami S/M drippers with vertical grooves for extraction control.
• Aeropress Coffee Makers (Classic, XL, Clear) Aeropress Classic rapid total immersion brewing device, Aeropress XL with double capacity, and Aeropress Clear transparent model made from shatterproof Tritan. All use paper microfilters for grit-free, bitterness-free extraction.
• Chemex Pour-Over Coffee Maker (6-8 Cups) Hourglass-shaped pour-over coffee maker with wood collar and 900ml capacity for 6-8 cups. A Museum of Modern Art permanent exhibition piece.
• Precision Coffee Brewing Scales (ACAIA Pearl, ACAIA Lunar, Rhino) Range of precision coffee scales including the ACAIA Pearl with real-time Flow-Rate Indicator and Bluetooth, the ACAIA Lunar water-resistant espresso scale with anodized aluminum, and the Rhino 3kg brew scale with Auto-Off and timing.
• Gooseneck Pour Kettles (Hario, Timemore) Stainless steel gooseneck kettles for precise pour-over control, including the Hario Drip Kettle 1.2L with slender spout and the Timemore Kettle 0.7L with patented spout and ergonomic design.
• Sage Espresso Machines Consumer espresso machines for home use including Sage Barista Express, Barista Pro, and Barista Touch Impress. Features integrated grinders, temperature control, and milk texturing.
• Espresso Preparation Tools (Tampers, Levelers, Milk Jugs, Pitchers) Range of espresso preparation accessories including the Motta 58mm tamper, Motta Leveling Tool for grounds distribution, Motta Europe Milk Jugs in stainless steel 18/10 (350ml-1000ml), and Rhino non-stick milk pitchers (360ml, 600ml, 950ml).
• Coffee Filters (V60, Aeropress, Chemex, Kalita, Moccamaster) Disposable paper filters for V60 (sizes 01 and 02), Aeropress (350 per pack, compostable), Chemex (heavier paper, oxygen-cleansed), Kalita Wave (Japanese-made), and Moccamaster machines (box of 100).
• Coffee Equipment Cleaning Products Coffee equipment maintenance products including Cafetto Evo Organic Machine Cleaner 1kg (rapidly biodegradable, non-GMO), Cafetto Milk Frother, and the Urnex Scoopz Brush dual-purpose cleaning brush.
• SCA-Certified Barista Training Programs Professional barista training courses including the SCA Barista Skills Foundation (essential espresso and milk techniques), Keen Espresso Master (espresso preparation), Keen Sensory Master (tasting and flavor profiling), Keen Latte Art (milk texturing and patterns), and Keen Train the Trainer (advanced course for mentoring baristas).
• Keen Coffee Bar (Physical Tasting Experience) Physical tasting bar in Utrecht city centre (Ganzenmarkt 30) where guests explore and taste the full range of over 15 coffee beans with guided tastings and a full specialty coffee menu. Open Monday-Saturday 08:30-18:00, Sunday 09:00-18:00.
• Keen Coffee Branded Porcelain & Merchandise Branded coffee cups designed by Jorgen Koolwijk (produced by Italian Ancap) in Espresso (70ml), Cappuccino (150ml), and Latte (240ml) sizes in white with Royal blue print, plus Dutch Design Porcelain by Jenna Postma (Husk Ceramics, Utrecht) in Terra/Orange red, and Keen Coffee to-go reusable cups.
• Keen Coffee Giftcard Digital gift card usable for purchasing Keen Coffee products, subscriptions, and equipment.
• Wholesale Program Wholesale subscription and ordering program for businesses, including dedicated wholesale subscriptions (e.g., Brazilian coffee) and a separate login/ordering system. Weekly Friday shipping for wholesale orders.
• Keen Coffee Consultancy Services Professional coffee consultancy services for businesses, covering topics such as coffee program setup, equipment selection, and barista training support.
• De Nieuwe Barista Book (Dutch Edition) Complete barista guide in Dutch covering flavour profiles, brewing methods, extraction theory, and troubleshooting. Hardcover, 936 pages.

Quantifiable outcome

• Up to 30% discount for subscribers
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature1 record

Partnerships

19 partnerships are on record, tiered core and minor.

• Nordic ApproachcoreStrategic or Co-development PartnerPrimary importer partner for multiple coffee origins including Ethiopia, Honduras, Rwanda, Burundi, Indonesia, and Colombia. Works with producers like Tariku Kare Banata, Mauricio Salaverria, and the Gitesi washing station to source exceptional specialty coffees.
• This Side UpcoreStrategic or Co-development PartnerImporter partner specializing inUganda and Nicaragua sourcing, working with producers like Lucy Agenpanga (Jukia Park), Rony Herrera (Nicaragua), and Watchara Yawirach (Mae Chedi Thailand). Known for transparent trade relationships.
• Sage (Breville)minorChannel Partner/ Reseller/ DistributorAuthorized reseller of Sage espresso machines including Barista Express, Barista Pro, and Barista Touch Impress. Products sold through Keen Coffee webshop.
• Stean's BeanscoreStrategic or Co-development PartnerImporter partner for Rwanda coffees including the Liza washing station and Baho CWS. Supports extended fermentation experimental lots from Rwanda.
• CofinetcoreStrategic or Co-development PartnerColombian exporter partner specializing in Pink Bourbon and experimental processes. Works with producers like Jairo Arcila and the Popayán cooperative of 65 farmers.
• HariominorChannel Partner/ Reseller/ DistributorAuthorized reseller of Hario brewing equipment including V60 drippers, servers, kettles, and filters. Japanese-made pour-over equipment.
• AeropressminorChannel Partner/ Reseller/ DistributorReseller of Aeropress products including Classic, Clear, XL models and corresponding filters.
• BelcominorStrategic or Co-development PartnerImporter partner for El Salvador sourcing, working with producer Mauricio Salaverria for Villa Galicia coffees.
• Rhino Coffee GearminorChannel Partner/ Reseller/ DistributorReseller of Rhino barista accessories including scales, thermometers, pitchers, dosing cups, and tamper mats.
• Fusión Coffee ExporterscoreStrategic or Co-development PartnerMyanmar and Colombia importer partner working with Naung Sam Phuu community in Shan state and Buesaco Collective in Nariño.
• BeanspirecoreStrategic or Co-development PartnerThai coffee specialist partner working with Mae Chedi cooperative in Chiang Rai. Helps connect Northern Thailand producers with international specialty market.
• Café de AlturacoreStrategic or Co-development PartnerCosta Rica exporter partner led by Esteban Villalobos. Works with producers Sergio Salas and Esnider Rodriguez, specializing in Diamante anaerobic fermentation process.
• Rehm&CominorStrategic or Co-development PartnerImporter partner for Burundi sourcing through tib Coffee, working with Kiryama washing station.
• SNAP COFFEEcoreStrategic or Co-development PartnerEthiopian washing station partner operating the Danche station in Gedeo, working with approximately 400 smallholders.
• CafeNorminorStrategic or Co-development PartnerEl Salvador exporter partner working with Figueroa Sandoval siblings for La Encantada coffee from biological reserve.
• CATA ExportcoreStrategic or Co-development PartnerColombian exporter partner collaborating with Néstor & Adrián Lasso and Jhoan Vergara at El Diviso farm for experimental processing.
• NudoscoreStrategic or Co-development PartnerColombian importer partner for El Jardín Gesha from Leonardo Henao and Los Alpes from Carlos Emilio Vélez.
• Cafec JapanminorChannel Partner/ Reseller/ DistributorJapanese filter paper manufacturer whose Origami filters are sold through Keen Coffee webshop.
• Primavera CoffeeminorStrategic or Co-development PartnerGuatemala partner working with Primavera Family cooperative in Huehuetenango for regional lot sourcing.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bonanza Coffee Roasters: Berlin specialty roaster running multiple of its own cafe-bars plus wholesale and online sales, with a comparable light-roast, single-origin, direct-trade orientation toward European specialty consumers.
• Square Mile Coffee Roasters: UK-based specialty coffee roaster operating its own cafes, ecommerce, subscriptions, and wholesale B2B with a direct-trade and traceability thesis that closely mirrors Keen's positioning.
• Five Elephant Coffee Roasters: Berlin roaster with cafe-bars, ecommerce, and wholesale; shares Keen's emphasis on single-origin transparency, light roast profiles, and producer storytelling.
• Drop Coffee Roasters: Stockholm specialty roaster with cafe, online subscriptions, and wholesale; competes for similar Nordic/European single-origin specialty households Keen targets.
• La Cabra Coffee: Danish specialty roaster with flagship cafe, ecommerce subscriptions, and direct-trade sourcing across Africa and Latin America; mirrors Keen's roastery-cafe-ecom model and light-roast philosophy.

Regional players

• Bocca Coffee Roasters: Amsterdam specialty roaster with cafe, ecommerce, and wholesale serving the Dutch market; a regional peer with overlapping single-origin direct-trade positioning.
• Roast Specialty Coffee Roasters: Amsterdam-based specialty roaster with cafe, webshop, and B2B wholesale; closest domestic Dutch competitor operating in overlapping geography and customer base.

Broad incumbents

• Blue Bottle Coffee: Global specialty coffee operator with extensive cafe-retail, DTC ecommerce, and subscription; a much larger incumbent offering overlapping capabilities but with far broader geographic reach than Keen.
• Stumptown Coffee Roasters: Established US-based specialty roaster with widespread cafes, wholesale, and DTC subscriptions; broader scale incumbent that sets the category standard Keen benchmarks against.

Emerging players

• Onyx Coffee Lab: Award-winning US specialty roaster with cafe, ecommerce, and competitions profile; smaller-scale peer with a similarly producer-focused, light-roast, transparency-led brand narrative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/keen-coffee

Compliance1 record

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 Keen Coffee