Our vision
At Boo!, we believe specialty coffee needs a shift toward something truly modern, more human, and more inclusive.
For us, modern coffee isn’t just about beautiful packaging or premium coffees. It’s about building a coffee industry that is ethically grounded, emotionally connected, and radically transparent. One where great design meets great values, and where specialty coffee is welcoming rather than intimidating.
We believe coffee should be for everyone. That’s why we approach our work with openness and accessibility, making sure that whether you’re a first-time café owner or a longtime enthusiast, you feel seen, supported, and inspired.
We’re committed to sourcing coffees with intention by buying directly from producers whenever possible, and when working with importers, only partnering with those who share our values around fairness, sustainability, and accountability. Our goal is to build long-term relationships because trust, care, and commitment are the only way forward.
At every step, from the farm to the final cup, we’re here to build something better: a coffee culture that’s modern in style, progressive in values, and deeply rooted in human connection.
Meet The Team
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 Benoît
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.