The specialty coffee market shares only 5% of the coffee market in the Netherlands. Wakuli started a Direct-to-Consumer business centered around subscription services in 2019 aiming for expanding the specialty coffee market. We spoke to Yorick, the founder of Wakuli, who believes that food and drink are not gasoline.
Coffees are versatile like wine.
Yorick was deeply moved by a cup of coffee he had in Ethiopia in 2010 when he was 20 years old.
Yorick states, “I thought, ‘This is what specialty coffee is all ab...