STOOKER: “ TOGETHER WE MAKE THE BEST COFFEE IN THE WORLD ”

That is the motto of Stooker Specialty Coffee. The Stooker men know that they are nothing as a coffee roaster without the help of skilled berry pickers, coffee farmers, importers, and of course baristas. Since the summer of 2014, Florian Hessel and Onno van Zanten have been fighting for a better coffee world. The target? “Introducing the whole of the Netherlands to the most beautiful specialty coffees.”

Stooker Roasting Company started after a period in which Onno and Florian worked together at an espresso bar that also roasts coffee and supplies it to partners. “Shifting focus between playing supplier and running the bar caused a loss of quality,” says Florian. “We knew then that we wanted to focus on one of those two options.”

It was the first, but Stooker goes a step further than the standard coffee roaster. As a supplier, they help catering entrepreneurs brew the coffee in the right way so that the taste can reach full maturity. From advice in managing a coffee bar to machine and barista training, Stooker is at the heart of the world. “As a result, we believe that we can achieve our goal sooner: introducing the most beautiful specialty coffees throughout the Netherlands.”

The entire fire station turned out

Stooker is doing well. At the end of last year, a move became inevitable. Much needed, says Florian. “At the end of 2017, the space on the Kastanjeplein in the center of Amsterdam became too small. In addition, roasting coffee gives off a fairly intense odor and light-colored smoke can be seen. Not something all our neighbors appreciated.” An understatement, it turns out. “Two hundred days of fires passed without significant events until the very last day on which we burned on Kastanjeplein. The entire fire station in Amsterdam turned out because a local resident thought our building was on fire.”

At the new location on the Westhavenweg in Amsterdam West, the Giesen W15 burner immediately catches the eye. This one is entirely in Stoker blue. A real eye-catcher. Just like the new coffee bags that Dutch Coffee Pack has developed with Stooker.

“We have been working with our signature color from day one. Of course, this had to be reflected in our new packaging,” explains Florian. “We opted for a clean design. The bags are, as it were, dipped in indigo. Together with the kilo bags that will follow shortly, we have created a nice set that works well in any environment.”

'Just a link in the chain'

Stooker has consciously opted for 100% plastic box pouch coffee bags, with a 'paper feel' matt varnish. “The quality of the packaging must match the quality of the coffee it contains. The 'look' but also literally the 'feel' must be good. The shape is sturdy and holds up well.”

In addition to the color and quality, Stooker has spent a lot of time on the text on the back. “From day one, we are extremely aware of the fact that we are just a link in the chain. We give the credits to whoever deserves them. We communicate a lot about the specific farmers, washing stations, or importers we work with. The packaging was an excellent place to tell more about that.”

'Thanks to Dutch Coffee Pack we could still see the forest for the trees

The switch from the previous supplier to Dutch Coffee Pack actually went seamlessly. “We have known DCP for years from coffee fairs such as Amsterdam Coffee Festival and World of Coffee, and we quickly knew we wanted to make our new coffee bags with them. DCP uses better materials and options, smarter solutions, and, above all, a lot of knowledge and experience.”

Especially the fast and clear communication proved to be an advantage. “DCP familiarized us with all the jargon of the packaging industry and was able to advise us well based on our wishes,” explains Florian. “The product is great, that is, of course, the most important and that is why we chose them. But if the communication hadn't been good then we wouldn't choose them again next time. Thanks to Dutch Coffee Pack, we could still see the forest for the trees.”

The reactions to the new house style are enthusiastic and positive, say the men. “Everyone thinks they're fantastic! We were a little worried that people would be disappointed that we wouldn't continue with the coffee bags we temporarily supplied until the new ones were ready.”

These were white, unprinted box pouches that Dutch Coffee Pack supplies from stock. But Stooker wouldn't be Stooker if it wasn't for something special.

“We personally personalized them by throwing Stooker blue paint over them. But luckily everyone sees the new bags as an upgrade.”