To us, tea has never been “just a product.” It is something that has run through multiple generations in our family: in conversations at the table, in the way we view quality, and in the attention we pay to origin and taste.
For us, that origin is not just a story of taste, but also a story of responsibility. Wherever possible, we opt for direct and transparent trade: knowing where our product comes from, who we work with, and why. This means paying attention to the people in the chain, to long-term quality, and to more sustainable choices in cultivation, processing, and transport. Not because it is a ‘must’, but because it is part of our craftsmanship.
Haarlem Tea Company is a family business. This means that we build with the long term in mind: relationships, reputation, and quality come before profit for us. We want customers and partners to receive not only a good product, but also a story that rings true and a partner who thinks along with them.
Our background in tea forms the basis of everything we do today. Not out of nostalgia, but out of craftsmanship. We want to know where taste comes from, how to recognize quality, and how to establish an assortment or concept that suits a business, brand, or target group.
We bring that knowledge and experience to our work every day, whether it involves a new tea menu, a private label project, or refining an existing selection.
The impact on the family
You don't run a family business from nine to five. It is in your head, in your calendar, on your weekends, during holidays, and it is always there. That is intense, but also special: you build something together that bears your name and values, you visit unique places, and speak to people all over the world. As a result, it (usually) doesn't feel like work. And the beauty of it is: you sometimes see it reflected at moments when you least expect it.
Recently, our 9-year-old daughter came home announcing that she wanted to give her presentation at school about tea. About where tea comes from, what different types of tea there are, explaining that rooibos is actually not tea at all, and having the class taste tea. For me, it is a moment of pride, because despite endless tasting, “having to go along to dad’s work again,” visiting tea plantations on vacations and trips, and my (sometimes) quite long workdays or travels, she has actually started to enjoy it. She knows which tea she likes (and dislikes), she can taste and smell, and with her enthusiasm, she can even sell it already!
After the necessary preparation, a real interview at my place, and consulting the necessary online and offline information sources, she created an incredibly fun presentation (with a little help from us) and enthusiastically told her class and teacher about the world of tea.
For us, therefore, tea is much more than just tea. It is culture, attention, taste, a moment of peace, and above all, tea is something that we pass on as a family, to business associates, to colleagues, and to the next generation.
