Coffee roasters, what new products should you be offering in order to boost sales? Interview with Sylvie Looze, a Belgian coffee roaster.

Are you a coffee roaster in France or Europe looking to cross-sell additional products to your customers?
For a roaster, additional sales could include coffee accessories such as cups, coffee grinders, filters, coffee books, special coffee subscriptions, or even coffee tastings. But is this what your B-to-B customers are looking for?
If you sell to hotels and restaurants, corporations or boutiques, you’re going to need a different kind of product.
Here’s a testimonial from Sylvie Looze, head of the Belgian family roastery J.J. Looze, which has been serving hotels and restaurants for over 35 years.
You guessed it: it’s an inspiring story!

Torréfaction Looze: a trans-continental, trans-generational family adventure!

Maison Andrésy: “Sylvie, your family business is called Torréfaction J.J. Looze. Can you tell us what the 2 Js stand for? “

Sylvie Looze: “It’s a question I’m often asked. Originally there were even 3 Js!
Looze is our family name, and the Js come from the first names of my parents and grandfather, who worked together: Joseph, Jacques and Jacqueline. 3 J ! Then, when the company was created before a notary in 88, he forgot one J (yes, he thought all those Js were a mistake!) and that’s how it stayed!

Maison Andrésy: “Sylvie, how did your family get into the coffee-roasting business?”
Sylvie Looze: “First we were coffee growers, then we became roasters.
In the 50s, my grandfather bought a coffee plantation in the Congo, in the Kivu region, off-plan, and took his wife and children on an adventure to the African continent in 1958. They began operating their coffee plantation.

Unfortunately, our coffee trees were not productive. They started a breeding farm and then began to process coffees from neighboring plantations. Then they exported their coffees.
At the time, they had to endure events linked to relations between Belgium and the Congo; then in 1968 they returned to Belgium.
After some hesitation, they decided to take over an existing coffee roastery in Brussels. They also managed 3 coffee shops before diversifying into the sale of raw materials for bakeries.
In 1985-86, my grandfather retired from the business and my father continued alone. In 1993, he found an old farmhouse where he could set up and develop the roasting business. We’re still there!

TO CONTACT SYLVIE LOOZE 

Mail : looze@skynet.be

Linkedin profile : Sylvie Looze

 Instagram / Facebook : CafésJJLOOZE

Website : www.cafesjjlooze.be

Providing an extra service to boutiques, cafés, restaurants and chefs: sourcing good trade products?

Maison Andrésy: “At Looze, have you tested other products than jam in food service or retail?”
Sylvie Looze: “Of course we’ve tried to diversify with: tea (stopped during the covid), fruit juices, very original sugars from the CANASUC brand, and a friend’s plant-based milk.
But I don’t want to spread myself too thin. All the more so as there are large distribution platforms based on roasting and supplying coffee and other products. It’s important to stay true to quality and identity!”