our why

We are inspired by our belief that...

It's amazing what can happen over a cup of coffee

Coffee is at the heart of life. It is with us at the big moments and the small.

JACOBS DOUWE EGBERTS celebrates life beyond the beverage, putting the coffee cup at the centre of the conversation, wherever in the world it takes place.

We are driven by the vision that...

Everyone deserves the coffee they love

It’s an expression of enjoyment and personal taste. Everyone should be free to enjoy their coffee, their way.

Which is why we are...

The champions of coffee democracy

We reject the coffee snobbery that encourages exclusivity.

We want to awaken the world to the idea that coffee is one of life’s simple pleasures and should be available to everyone, no matter where they are, who they are or how they take it.

We value

SIMPLICITY

We value openness, directness and modesty.
We respect that the simplest messages are the most powerful.
Simplicity creates clarity.

We value

ENTREPRENEURSHIP

We think, act and behave like owners.
We look for creative ways to recognise and pursue opportunities to ensure our ideas succeed.

We value

ACCOUNTABILITY

We take charge of what is ours to create the outcomes to which we have committed. We rise above circumstances to get the results we want.

We value

DISCIPLINE

We do things the right way.
We believe in pursuing mastery – and learning from our mistakes along the way.

We value

SOLIDARITY

We move forward as one because we are stronger when we act together.We share in our achievements.Our solidarity is what gives us the credibility and power to make the difference.