Michael interviews Klaus Thomsen of The Coffee Collective about building a Denmark-based coffee company rooted in direct trade, transparency, and barista craftsmanship.

After Thomsen won the 2006 World Barista Championship, he and co-founders Casper and Peter started the company in 2007 to address unfair farmer compensation by cutting middlemen, contracting directly with producers, and sharing costs openly, including listing origin payments on labels.

They began with a small roaster and long-term relationships with farms in Brazil and Guatemala, and continue origin visits with a team to maintain trust and feedback. The company expanded organically to eight coffee shops and a bakery (mostly Copenhagen, one in Aarhus), ~160–170 employees, and about one million cups annually, selling to wholesale, shops, and a global webshop in 45 countries.

They discuss scaling quality through written standards, a staff app for onboarding and communication, hiring an external CEO for leadership expertise, balancing ambition with work-life balance, learning from mistakes, and sustaining motivation through continual learning and working with young staff.

Connect with Klaus:

https://www.instagram.com/klausthomsen/

https://www.linkedin.com/in/klausthomsencoffee/

https://coffeecollective.dk/

A big thank you to our epsiode sponsor Sideways. Head to their website hospitality.sideways.ai or email them directly at [email protected]

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