1. What got you interested in coffee roasting? Did it start as a passion for drinking coffee, to then making your own?

Actually, more or less, yes! Arnd, our "Mr. Coffee", comes from Hamburg which in history is THE coffee town. It had the first Coffee exchange and cafes long before Vienna and Paris. So it's a combination of coffee knowledge, tradition, and all paired with the well-known Hamburg handshake-business tradition, which was very inspiring to us. We started roasting in Finland because we could not get the coffee we liked here.

2. How important is traceability to coffee? To know who is growing your coffee, and being aware of their socio-economic reality? Being able to give a name and importance to the farmer, is this one of the most important ethical aspects of coffee today? 

Every serious company today should be aware of traceability and the socio-economic reality of its produce. This should be absolutely normal, this is also a reason why we do not print our coffee bags covered in stamps or advertisement of our philosophy on them. All our coffees are ethical and we only work with partners who really think alike and that we are able to test the farms we get the beans from, also unannounced. We are also very strict that our beans come from areas with good biodiversity and we only use bio certified beans that fulfil all our criteria. People sometimes tend to forget, that a certificate is expensive for the small farmer and that companies issuing certificates are also "businesses". So, this means a lot of background work to tick off the boxes for us.

3. Holmen is a defender that everyone should be able to enjoy good coffee, not just coffee aficionados. How can the general public be more aware of quality and origin without feeling too committed to the topic, just to enjoy it? 

By buying artisan coffees and not bulk coffee. And maybe also be a bit critical and not only read headlines but look behind them. And if not, then to trust small roasteries!  

4. Finland is still number one in coffee consumption, and traditionally committed to a filtered coffee at home. How is the growth of people interested in other extraction methods, exploring roasting types? Or is the traditional medium roast still a favorite?

We have seen a change in the coffee scene, not just in Finland, happening in the last 10 years and ongoing. More people are travelling and exploring food & drinks. There is more interest in good quality and craftsmanship. Hence also the interest in ethical produce and different ways to integrate that in each other's lives. This, which we think is great, also inspires customers to try out different ways to make their coffee! And to explore different coffee tastes of the world! So, definitely not only light and lighter medium roasts anymore. And people in Finland are drinking more and more Espresso too.

5. As the pandemic affected the whole food industry, how can small businesses help each other in times like these? What are the expectations of Holmen for 2021? To be more locally known, to sell more online, and how companies like Korjuu can help? 

By supporting each other, co-operating, exchanging and developing new ideas. The coffee scene is absolutely amazing! We, small roasteries in Finland and Germany, are "one big family" with a goal to make the coffee even better for all consumers. We want to "coffee-better" the world! For Holmen, 2020 was extremely tough, because most of our clients are from the Horeca, but after the first shock and all the love and support we got from our clients, we decided to survive and continue with new ideas! Now all the hard work is paying off, good vibes are back and we are very positive about 2021. Although for Horeca nothing will be close to normal before the end of 2021. Co-operations with companies like Korjuu are inspiring and it gives us another way to support and get to know new local customers and producers. And for them to get to know us!

Photo: Holmen Coffee