Lennart founded the company to inspire roasters and growers to create value together so the coffee world can become a more equal, open place. An importer should simply facilitate communication and innovation between them and find the best way to get the coffee from A to B.
Therefore, his job is twofold: first, he helps progressive roasters to build relationships with the company’s partner growers and vice versa. Second, he provides roasters with full logistics service through a strong network of logistics partners.
Mathieu is Lennart’s father and an IT and logistics professional. He provided capital for This Side Up to start up and has always been the one making sure the financial bottom line is kept in check. By adding realism to the company’s idealism, Mathieu is in essence the reason we can call ourselves a sustainable social business.
Mathieu enjoys the change from corporate life to the nitty-gritty entrepreneurial world This Side Up works in and has quickly mastered a full understanding of coffee quality and value chain dynamics.
daily role: accounting, pricing, financial and logistics advice
Sara Morrocchi - Strengthening Origins
Sara is a coffee consultant and Q-instructor with more experience than most in the specialty coffee world. Friends and informal quality consultant to Lennart for years, we finally made her part of the team in 2017.
Sara’s network has brought about 4 of our origin partners and she knows all our producers well. She understands all their (very diverse) business models down to the details and is in the perfect position to help them to become strong, independent agricultural enterprises.
Maarten is This Side Up's "green conscience", as he himself likes to say. Our paths crossed in 2015 when he became involved in our Aranga project, and he ended up inspiring the whole company's vision to introduce circular thinking in the coffee world.
Maarten has been working closely with our farmer and roaster partners since 2017 and facilitates exciting circular projects that have the potential to make lasting impact. Examples include the circular coffee fund, specialty robusta and cascara development.
daily role: cascara and specialty robusta development, operations support
Jeroen Brugman - Broadening the Audience
Jeroen is a barista, a roaster, a sound engineering professional and social media specialist. He came across This Side Up when introducing specialty coffee to the traditional coffee world in Holland. He found a perfect fit with his own vision of a transparent and interactive coffee value chain.
He convinced us that This Side Up is not doing enough to show the world how daring and disruptive our way of working is. He joined us to provide the tools roasters and other coffee companies need to shift to a more rewarding, human centred value chain.
daily role: co-creating media content with roasters and growers, outreach to the final customer