As I made my way to Good Beans, located in the heart of Amsterdam, I already had an image in my mind of what the café, who sells cans of their so called ‘fucking strong coffee,’ would look like. The word ‘flashy’ may have run across my mind. I was picturing a sterile-looking shop prominently displaying their signature cans.
I couldn’t have been more wrong. This small café is cozy, inviting and unassuming. A grinning Cody stands behind the bar happily chatting with and serving a customer. As Cody will go on to tell me, the two pillars of Good Beans are ethical sourcing and approachability: “Good Beans is on a mission to make ethically sourced specialty coffee more approachable.” As far as achieving the first goal goes, the specialty coffee brand is well on its way to ethical sourcing—but more about that later. Approachability, the second core tenant of Good Beans, means they want to talk about the way they source in a more approachable way—Good Beans is the anti-snob café.
Good Beans’ coffee is just as impressive as their mission statement. Cody’s barista skills are on par with any high end ‘snobby’ café. As he tells me about Good Beans’ mission, he’s been skillfully preparing a cappuccino for me. Pouring the milk between two jars, each time increasing the height between the jars. After my first sip I realize why it’s called ‘fucking strong coffee.’ It’s no gimmick, this stuff is strong. The perfect mix between bitter, acidic and sweet.