Zwolle, January 2025
After more than two decades as the founder and driving force behind Kaldi Koffie en Thee, Hans Tietema has handed over the baton to Martijn Bas, who will assume daily management, and Guus Groeneveld, who will be responsible for quality assurance within the franchise formula. This transfer marks a new chapter for Kaldi, which under Hans' leadership grew into an iconic name in the Dutch coffee industry.
The beginning of Kaldi
Hans Tietema started Kaldi in 2000 with the opening of the first specialty coffee shop on Luttekestraat in Zwolle. The concept he developed - a combination of a coffee tasting room, retail and home coffee machines - proved groundbreaking. This unique mix offered customers not only a place to enjoy coffee, but also the opportunity to take the experience home with them.
“A coffee tasting room in a retail environment is what continues to make Kaldi so special,” said Hans Tietema. “The basis of the success is in the collaborative model of our franchise. Our franchisees are at the center of everything we do. From product introductions to the POS system, we make choices that are in their and the customer's best interest.”
International recognition
Kaldi grew into a franchise formula with nearly 30 branches. Under Hans' leadership, Kaldi became one of the leading names in Dutch coffee culture. In 2017, Hans received international recognition with the European Coffee Award, crowning his exceptional contribution to the European coffee industry.
The award-winning Kaldi franchise formula
In 2021, Kaldi was awarded the NFV Franchise Trophy, recognizing the formula as the best franchise formula in terms of cooperation, quality and profitability. This prestigious award reflects the success of the franchisees and highlights Kaldi's core values of respect, transparency and communication. Under Hans' leadership, Kaldi has established a formula that not only promotes sustainability and growth, but also provides support to franchisees, from start-up to successfully running their own business. This still sets Kaldi apart in an ever-changing (online) market.
A vision for the future
After 25 years, Hans leaves behind a solid foundation. His vision of quality, customer experience and collaboration has not only brought Kaldi success, but also created a community of passionate entrepreneurs.
“I am immensely proud of what we have built together,” says Hans Tietema. “From a local idea in Zwolle to an established name in Dutch coffee culture - it has been a great journey. With Martijn and Guus at the helm, I know that Kaldi is in good hands and ready for the future.”
The new leadership
Martijn Bas, who will assume day-to-day management as managing director, brings extensive experience from the financial services, hospitality and coffee sectors. With his strategic insight, innovative approach and passion for customer experience, he will grow and strengthen Kaldi. Under his leadership, Kaldi is ready to further expand its position in the coffee and tea market and face the challenges of tomorrow with confidence.
Guus Groeneveld will be responsible for quality assurance. As a SCAE Master Barista and with years of experience giving coffee training and organizing events, Guus brings an in-depth knowledge of coffee and hospitality. He watches over Kaldi's high quality standards and unique experience, ensuring that both customers and franchisees continue to benefit from the craftsmanship Kaldi stands for.
About Kaldi
Kaldi has been a trusted name in high-quality coffee and tea in the Netherlands since 2000. With nearly 30 locations, Kaldi offers a unique combination of craftsmanship, sustainability and customer focus. At the heart of Kaldi is telling stories - about coffee, tea, and the people who make these experiences possible.
