About Boo!
In 2024, a roastery called Boo! was opened in the heart of Brussels, specifically in Anderlecht. It is located in the COOP building, which is a converted old factory aimed at supporting start-ups and small businesses. Mission Boo! was clear from the very beginning – to present what modern coffee means to this roaster. And it's not just about the taste, but also about the attitude they have towards it. Coffee is for Boo! a way to connect people, cultures and stories in every cup they make.
Vision: coffee is for everyone
Boo! believes that coffee should be accessible to everyone. Whether it's an expert or someone new to coffee, this roastery aims to offer an experience that's open to everyone. Their effort is not just to sell coffee, but to change the approach to selected coffee as such. Coffee should be for everyone, regardless of the level of knowledge. Roastery Boo! wants their brand to be synonymous with inclusivity and accessibility throughout the casting industry. Working with the producers, Boo! focuses on direct contact with farmers to minimize the number of middlemen. They believe in transparency and building long-term relationships that are not just about transactions, but also about mutual trust and support. Farmers are for Boo! not only suppliers, but also partners, which is reflected in every cup of their coffee.
Coffee is a journey - not just a product
For Boo! coffee is not just a drink – it is the journey that the bean takes from the farmer to the customer. This entire process is as important to the roaster as the result itself. From choosing a farm, through proper processing to carefully set roasting – every step affects how the coffee will taste. And it is this diversity that gives coffee its unique character. Every bean is different, just like every coffee that Boo! it roasts. Each harvest, each region, each plantation has its own characteristics that are reflected in the taste - from sweetness, through fruity notes to nuts or chocolate. And that's exactly what Boo! wants to show in his coffee.
Meet Benjamin
Benjamin is one of the founders and head roaster of Boo!. He discovered coffee for the first time in 2018, when he got into the world of fine coffee while studying advertising and working in the hospitality industry. After training at Humble Coffee (which unfortunately no longer exists), he tasted his first selection of espresso, which literally amazed him and opened the door to a new world of coffee. After moving to Brussels, he became a barista in several cafes, where he mastered not only coffee preparation, but also roasting. Today, Benjamin is not only the main roaster, but also the person involved in every decision that Boo! does Connecting with Benoit during the World of Coffee 2023 in Athens was the final straw that led to the establishment of the Boo! roastery.
Meet Benoit
Benoit is the second founder of Boo!. He comes from France, where he studied accounting and worked for Decathlon for several years. After deciding to take a year off to travel the world, his first stop was Australia. There, while working in various restaurants, he had his first experiences in the field of specialty coffee, which immediately captivated him. The journey continued through New Zealand and Canada, where he became increasingly immersed in the coffee culture. In 2022, he settled in Brussels, where he met Benjamin. This moment led to the founding of Boo!, which became the realization of their shared vision.
