Growing a mission-driven business – a conversation with Yorick Bruins, Wakuli

Today marks the 10th anniversary of the Amsterdam Coffee Festival – a celebration of the edgy Dutch coffee scene and its passionate coffee community.

This year, we’re thrilled to bring 5THWAVE Live to the Festival, where we’ll be showcasing two days of dynamic discussions with industry leaders, entrepreneurs, and coffee innovators. And to whet your appetite, in this episode we’re speaking with Yorick Bruins, Founder of Wakuli – an ambitious new Dutch specialty coffee roaster and operator.

Yorick launched Wakuli in 2019 with a vision to connect coffee farmers directly with consumers and create a fairer, more transparent trading model. Since then, Wakuli has grown rapidly, opening its first outlet in 2022 and now operates 15 locations across the Netherlands.

In this conversation, Yorick discusses the evolution of the Dutch specialty coffee scene and how it has grown in the last five years. He also shares the importance of mission-led growth and how Wakuli is embracing regenerative farming to create lasting impact.

Join 5THWAVE Live at the Amsterdam Coffee Festival: www.amsterdamcoffeefestival.com/Whats-On/5THWAVE-PODCAST

Credits music: "Heather" by AYNGI in association with The Coffee Music Project and SEB Collective

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