Brute Bonen

Brute Bonen

Brute Bonen is not just about good coffee. Their coffee beans grow as nature intended: in the forest, under the shade of trees. This creates coffee that is full of flavour, helps combat climate change and contributes to the restoration of biodiversity. Founder Jop Bröcker sums it up: ‘We want to show that coffee tastes better when it is in balance with nature.’

From home distiller to growing brand

Brute Bonen began in 2020, in the middle of the coronavirus pandemic. Jop wanted to be able to roast fresh coffee at home, and he turned out not to be the only one. While everyone was working from home, the demand for excellent coffee for home consumption skyrocketed. ‘Coffee by post suddenly became a hit,’ says Jop with a laugh. What started as a personal experiment grew into a brand with a clear mission: coffee from the forest, for a pure taste and a better future.

Coffee that restores nature

Whereas most coffee comes from open plantations, Brute Bonen sources its beans from coffee forests. This means that the plants grow in the shade of other trees, just as they would in their natural habitat. This natural shelter not only gives the beans a richer flavour, but also makes the plants more resilient to drought and heat. Furthermore, this cultivation method contributes to forest restoration and healthy soil.

The concept is simple yet powerful: coffee that does not deplete nature, but actually helps to restore it. ‘Every kilo we roast helps farmers switch to agroforestry. Together, we are creating a production chain with a future,’ explains Jop.

The power of a clear ‘why’

An important turning point in Brute Bonen’s growth was their participation in the ImpactCity accelerator programme. There, the team learned to clearly articulate their “why”, the driving force behind everything they do. That clear mission became the foundation for the brand, the team and their growth.

Another major step was the opening of their own roastery. Since they started roasting in-house, not only has the quality improved, but visibility has also increased enormously. ‘People can now literally see where their coffee comes from,’ says Jop proudly. ‘The Hague fits our brand identity, especially the Binckhorst district. And the city has a good climate for entrepreneurs.’

The team also grew. Brute Bonen now has eight permanent employees, supplemented by around twenty to twenty-five flexible workers. Through a structural collaboration with Den Haag Werkt, people who are distanced from the labour market find work in the bar, the roastery or in packaging. ‘That feels really good,’ says Jop. ‘Our coffee is not only good for the forest, but also for the people around it.’

Learning, laughing and growing

Of course, not everything went smoothly. A €25,000 packaging machine proved to be a headache for a year and a half, and financing new harvests remains a challenge. Jop sees these bumps in the road as part of the game. ‘We are growing rapidly, and that always brings new puzzles. As a team, we have learned to enjoy that. We celebrate what goes well and laugh at what doesn’t work out.’

Brute Bonen aims to double the amount of coffee it roasts and sells each year. ‘We want to grow faster because we make an impact by roasting large quantities of coffee. Every extra kilo of coffee means that more farmers in Bolivia and India are switching to forest farming,’ explains Jop.

Coffee with a future

When Jop talks about the future, a smile appears on his face. By 2035, he wants coffee from the forest to be the norm. Farmers will then receive a fair income, forests will be restored, and other crops such as cocoa will follow the same path. ‘Coffee is just the beginning,’ he says. ‘Many plants, but also chickens, for example, actually belong in shady ecosystems. If we start respecting that again, our entire food system will become more logical and healthier.’

Jop draws inspiration from writer and thinker Simon Sinek, particularly his idea of The Infinite Game. ‘We don’t do business to win, but to keep making a difference for as long as possible,’ he says.

At Brute Bonen, coffee not only tastes good, but drinking it also feels good. With every sip, you contribute to growing forests, thriving farmers and a planet that breathes. Or as Jop puts it: ‘We want to show that coffee with a clear conscience can also be the most delicious.’