Ask the Roaster - Rob from AMOC
How was the Roastery founded, what was the inspiration?
The roastery was founded after a long road. I’ve worked as a roaster since 2014 and as a barista for a couple of years before that. In late 2015 I started my own brand of specialty coffee, focusing on the region where I grew up. After winning Coffee Masters in 2019 I noticed very well that the other brand didn’t work outside of the Netherlands. Because of the name (De Zeeuwse Branding) and the specific concept behind it.
The idea of building a new brand and starting my own roastery was born then, but it took a lot of development and time to get to the point where I was ready to put it into reality.
In 2021 I got the opportunity to start a roastery in one of the most unique locations of the country: the Van Nelle Factory, which once used to be the biggest coffee factory in the country and now houses about 200 (mostly creative and innovative) companies.
This is where all of the inspiration I had collected in about a decade of visiting cafes and roasteries all over the globe, from Seoul to New York and Paris to Kuala Lumpur.
My new brand had to be just like that: Worldwide. A name that stands out and branding that people will remember and fits me as a person. I got inspired by modern minimalist design, the architecture of the Van Nelle Factory and some of the best cafes I’ve visited. Collecting all my ideas and plans, putting it on paper together and with a wife who is a killer-designer A Matter of Concrete was born.
What's your favourite part about working at the Roastery?
Being able to do something else every day. From roasting, packing orders for customers worldwide to setting up a studio to shoot product pictures, being in control of what gets on the offer-list, cupping coffees that give you goosebumps and let’s not forget about the occasional origin trips.
What's your proudest accomplishment?
Besides starting the roastery, which also feels like the best thing ever I have ever accomplished, Winning Coffee Masters in 2019. It’s been a while, but it definitely remains one of my best moments ever.
What's three words best describe your roastery?
(tough question, haha) Aesthetic - Rational - High-end
What's your favourite place to enjoy a coffee, and what coffee would that be?
Outside, preferably on a beach or balcony in the sun. A well brewed classic coffee, let’s say a washed processed Guatemalan, in a full mug really makes my day in the morning, but a cup of extraordinary high-end competition coffee, a Gesha for example, in the afternoon also does the trick.
What is your favourite snack or treat to have to accompany your coffee?
This is gonna be the most Dutch thing to say, but a stroopwafel, yes.
What would you drink if there was no coffee?
Orange-juice before 15:00, Wine after 15:00.
What is your favourite tasting notes to find in coffee?
Where would you recommend for food and drink in your local area?
There’s always new things opening around Rotterdam, but my personal go-to favourites at the moment are ROAST, William’s Canteen, Unfiltered, Mecca and of course Harvest Coffee Brewers.
Finally, what Dog & Hat combination would you choose?
Visla wearing a fivepanel.