Our Vision
It's in 2024 that we decided to launch our roastery in Brussels (Anderlecht), in the COOP building, an old refurbished factory set to help launch SMEs.
When we decided to create Boo!, our mission was pretty clear from the start. We wanted to showcase what we believe Modern Coffee should be!
To us, that represents a few things: one of the most important parts for us was making our brand and our coffee as approachable and inclusive as possible because we believe that to grow the specialty coffee industry we need to change the general approach.
When working with producers, it was also essential to us to try working directly with them whenever it was possible to have as few middlemen in the coffee chain. Creating long-lasting relationships and transparency were also crucial aspects for us.
All of these values are what Boo! was built on and our goal will always be to try making Specialty Coffee a better place!
Meet Benjamin
After studying Advertising and working in Hospitality, it was in 2018 that Benjamin discovered Specialty Coffee. While getting a barista training at Humble Coffee (now closed), Benjamin tried his first specialty espresso, an experience that blew his mind and opened him to a new world he had no idea existed. Ever since, his passion for coffee took him to Brussels where he worked as a barista for various coffee shops and later on, got the opportunity to learn how to roast and has been a Head Roaster and Head Barista since then.
It's during a trip to the World Of Coffee 2023 in Athens that Benjamin and Benoit first brought up the idea of opening a roastery.
Meet Benoit
After studying Accounting and working for a while for Decathlon France, Benoit decided to take a gap year and discover the world. His first stop: Australia! And it's there, after working at various restaurants, that he had his first encounter with Specialty Coffee when he started working at a coffee shop in a mall.
His adventurous mindset took him to travel to more destinations such as New Zealand and Canada. Each stop was growing his passion for coffee, as he worked at more and more coffee shops!
In 2022, he decided to drop his luggage in Brussels and that's when he met Benjamin while working at the same café. 2 years later, Boo! was born from their passion.