PR brand brochure_v2

GREAT TASTE TO ALL

GREAT

TASTE

GREAT

PEOPLE

GRE AT TASTE TO ALL – 3

PELICAN ROUGE

Like our fellow Belgians, we believe that coffee is one of the simplest pleasures in life – and should be enjoyed by everyone.

In fact, mastering the art of great-tasting

cof fee has been in our genes since 1863

when we were among the f irst to trade

roasted cof fee in Europe.

Quite simply: it ’s our raison d’être.

Today, drawing on our rich heritage,

Pelican Rouge is once more at the cutting

edge of innovation – with new blends and

new packaging to inspire our clients to

indulge in our Burg undian way of life.

And, of course, deliver a great taste to all.

GREAT TASTE

TO ALL

GRE AT TASTE TO ALL – 5GRE AT TASTE TO ALL – 4

PELICAN ROUGEPELICAN ROUGE

Our story begins more than 150 years ago in 19th-century Antwerp. In 1863, Joseph van Leckwyck and his sons es-tablished a coffee roastery at Broederminstraat 52 under the name Continentale Maatschappij voor het Branden van Koff ie (Continental Society for Coffee Roasting).

Here, they learnt to master the art of

roasting and – under its original brand

name ‘Roode Pelikaan’ – produced

quality yet af fordable cof fee for a new

generation of cof fee af icionados. In doing

so, the traders-turned-roasters single-

handedly determined the course of the

cof fee industry in Belgium. And by 1899,

Pelican Rouge began its conquest of

Europe. Today, our brand is still synony-

mous with a passion for great-tasting

cof fee – and is adored by 15 million fellow

bon vivants.

OUR HERITAGE





Thanks to centuries-old expertise passed

down from our founder Joseph van

Leckwyck, we are true connoisseurs in

every step of the journey from bean to

barista: from sourcing to roasting, blend-

ing to serving. And all of our craftspeople

– blenders, roasters, baristas, purchasers,

and research and development experts –

apply this knowledge to every single gram

of the 10 million kg of coffee we produce

annually.

We know that f lavour isn’t simply about the

roast. Coffee is a product of nature. That’s

why climate, soil, rainfall – and even alti-

tude – all play a valuable role in the f lavours

in the cup. And it’s why our team of special-

ists travel from Central America to the Far

East to f ind the freshest, highest-quality

beans from coffee plants cultivated with

care.

OUR CRAFTSMANSHIP


PELICAN ROUGE


PELICAN ROUGE



And just as the variety of a grape can deter-

mine the f lavour and character of a wine, so

does the type of coffee bean. The two main

coffee species are Arabica and Robusta.

Arabica has a mild, aromatic taste, where-

as Robusta has a full-bodied earthy f lavour

and is higher in antioxidants and caffeine.

To capture these characteristics, we use

two techniques to process the freshly-

picked ‘cherries’ from the coffee plant and

extract the pits – or bean. The first is a

natural method and the oldest in the world.

Known as the ‘dry process’, cherries are

washed and placed in the sun to dry before

the bean is removed. This creates a heavily-

bodied coffee that is sweet and smooth

with complex tones. The second technique

is known as the ‘wet process’ in which the

cherry surrounding the bean is removed

before drying, producing a piquant coffee

with hints of fruit.

The coffee specialists at our in-house roaster

then roast the delicate green beans at the

point where craft and science converge.

This requires a precise combination of tem-

perature, time and air-f low to release the

individual f lavour characteristics. That’s

also why our roaster is equipped to slow-

roast beans, maximising the characteris-

tics of certain coffee beans.

By using a variety of tailor-made methods,

we meticulously create single-origin cof-

fees and signature blends with subtle nu-

anced f lavours and deep rich tones.

In other words: we proudly put as much

love and mastery into all our coffees.

At the end of the day, it’s all down to great

people and great taste!

‘AT THE END OF THE DAY, IT’S ALL DOWN TO GREAT PEOPLE AND GREAT TASTE!’


PELICAN ROUGE


PELICAN ROUGE

‘WE SELECT, BLEND AND ROAST OUR COFFEE USING ALL OUR SENSES. THEY ALL PLAY THEIR PART IN CREATING A COFFEE EXPERIENCE PAR EXCELLENCE.’



OUR

WORK

Ever since Pelican Rouge founder Joseph van Leckwyck became an integral innovator in the European coffee industry, we have been at the vanguard of emerging trends. That’s why we are continuously developing state-of-the-art products and ref ining our services, inspired by coffee lovers all over Europe.



OUR COFFEESOur Pelican Rouge range offers a wide selection of coffees – from a light to very dark roast – tailored to local prefer-ences. The culmination of creativity, craftsmanship and attention-to-detail, it represents the rich history of our brand in each and every drop.



Our premium coffee range comprises a f ine selection of exclusive single- estate coffees, signature blends and instant coffees. Exquisitely designed by our expert blenders, it caters to our most cultured consumers who expect a ref ined experience.

ORIGINAIRE DU

NICARAGUA‘CATURR A’ SINGLE ESTATE

The Santa Clara Caturra single estate

cof fee is grown in the f inest volcanic soils

of Nicarag ua. Hand picked, washed and

sun dried in concrete patios, giving the

bean its distinctive sweetness. A f loral

scented cof fee with interesting aromas

in the cup. Clean and crisp with a juicy

mouthfeel. The f inish is bittersweet with

a hint of dark chocolate.

ORIGINAIRE d’

ETHIOPIE‘SIDAMO’ SINGLE ESTATE

This single estate coffee from the Shakisso

farm grows at an altitude of 1800 meters

in the mountains of Sidamo, Ethiopia.

Carefully handwashed and dried on

wooden tables under the Ethiopian sun.

The result is a bright and clean coffee with

notes of lemon, honey and jasmine. An

excellent cup that represents the birth-

place of coffee in each and every drop.



CAFÉ EN GR AINS

HERITAGECOFFEE BEANS

This Espresso blend is made from the f in-

est 100% Arabica beans. Savory sweet but

balanced by a hint of spice. Expect a

full-bodied coffee, rich and round with a

vibrant acidity. Citrusy notes with dark

chocolate undertones can be found in

the cup. The aftertaste is creamy and

lingering.

CAFÉ EN GR AINS

JOSEPHCOFFEE BEANS

A soft and subtle Café Crème made from

100% Arabica beans. It has a sweetness

reminiscent of caramel with a syrupy

like aftertaste. Starting of f with fragrant

cof fee blossom aromas. The top notes

and acidity strike a well-integrated

balance.

CAFÉ INSTANTANÉ LYOPHILISÉ

PURE ETHIOPIEINSTANT FREEZE DRIED COFFEE

A premium instant cof fee made from the

f inest 100% Arabica beans. A relatively

dark roast makes for strong and full body.

Fruity notes are followed by a bright and

f loral f inish. Perfectly balanced in acidity

and aroma.

CAFÉ INSTANTANÉ ET MICRO MOULU

FINESSEINSTANT AND MICRO GROUND COFFEE

This instant blend made from the f inest

selection of micro ground coffee is not

your average instant coffee. Enjoy the full

bodied taste and rich aroma of fresh cof-

fee, but in an instant. Lively and balanced,

with aromatic roast and ground qualities.

Extremely indulging and satisfying.



Alongside our premium cof fees, we also

of fer an extensive selection of fresh cof fee

and instant drinks – all complemented by

delicious creamers, chocolate mixes and

other toppings – as well as paper cups,

sugar sticks and stirrers. In other words:

the ultimate cof fee experience.

OURSELECTION



100% ARABICARECOMMENDED SERVING: ESPRESSO

ORIGINS: VIETNAM, COLOMBIA, TANZANIA, ETHIOPIA, BRAZIL*

AC

IDIT

Y

BITTERNESS

BODY

CH

OC

OLATEC

AR

AM

EL

SPICE

FRUIT

CAFÉ EN GRAINS

BLEND 1863COFFEE BEANS

RICH – BITTERSWEET – CREAMY

Blend 1863 is a dark roasted 100% Arabica blend for those who

enjoy the rich and bold f lavour of coffee. The taste of bittersweet

dark chocolate, complemented by a slight acidity make this blend

perfect for a powerful espresso or creamy cappuccino.

*PELICAN ROUGE GUARANTEES FLAVOUR PROFILES AND TASTE CONSISTENCY.

PLEASE NOTE THAT THE ORIGINS AND COMPOSITION OF THE BLEND CAN CHANGE FROM TIME

TO TIME DEPENDING ON THE AVAILABILITY AND QUALITY OF THE OFFERED PRODUCTS.

100% ARABICA – VARIETY: ETHIOPIA SIDAMO

REGION: GUJI ZONE, OROMIA REGION

ALTITUDE: 1800 METERS – ESTATE: SHAKISSO

AC

IDIT

Y

BITTERNESS

BODY

CH

OC

OLATEC

AR

AM

EL

SPICE

FRUIT

I NT E N S I T

É

3—5

ORIGINAIRE D’

ETHIOPIE‘SIDAMO’

SINGLE ESTATE

This single estate coffee from the Shakisso farm grows at an altitude of

1800 meters in the mountains of Sidamo, Ethiopia. Carefully handwashed

and dried on wooden tables under the Ethiopian sun. The result is a bright

and clean coffee with notes of lemon, honey and jasmine. An excellent

cup that represents the birthplace of coffee in each and every drop.

BRIGHT – CITRUS – SWEET

Our refreshed 21st-century Pelican Rouge brand has the ingredients and supplies that culminate in – what we call – ‘a perfect serve’. Furthermore, our ambassadors can help you max-imise your prof its and increase sales with our extensive array of point-of-purchase and marketing support materials.

ENJOY THE GOOD LIFEAt Pelican Rouge we are passionate about good quality and great taste.

This passion is what g uides us in selecting and roasting our cof fees.

We were among the f irst to trade roasted cof fee, and to make better taste and

quality available to more people. First in Belgium, later throughout Europe.

It is why we started over 150 years ago, and it is why we still are here today.

As true craftsmen, we master each part of the process. From sourcing,

roasting and serving to our consumers. With our unique international

network, we serve to more than 15 million cof fee lovers. This enables us to

understand and satisf y each and every of our customers. Every day, our

ambition is to make great taste available. Just like we did in 1863. We invite

our consumers to enjoy the good life today. Together with Pelican Rouge.

Delivering great taste to all since 1863.

I N T E N S I TÉ

3—5

ORIGINAIRE DU

NICARAGUA‘CATURRA’

SINGLE ESTATE

FLORAL – BALANCED – DARK CHOCOLATE

The Santa Clara Caturra single estate coffee is grown in the

finest volcanic soils of Nicaragua. Hand picked, washed and

sun dried in concrete patios, giving the bean its distinctive

sweetness. A f loral scented coffee with interesting aromas in

the cup. Clean and crisp with a juicy mouthfeel. The finish is

bittersweet with a hint of dark chocolate.


PELICAN ROUGE


PELICAN ROUGE

OUR

INNOVATIONWe work with the leading suppliers and technologies to make great taste available.



Our Research & Development teams are continuously

engaged in creating and sourcing new products as

– state-of-the-art bean-to-cup machines that serve fresh

milk, for instance – as well as enhancing the consumer

experience and optimising operational ef f iciency

via cloud technolog y and touchscreen interfaces.

From homes to espresso bars, petrol stations to univer-

sities, boardrooms to factory f loors – our teams are

busy implementing and innovating to make great taste

available to all.



OUR MACHINESNo matter how big or small the space, our extensive range of high-quality machines are made to deliver a sublime experience: from traditional espresso machines to fully- operational machines serving freshly ground or instant coffee. And by opting for one of our Pelican Rouge machines in combination with our high-quality products – such as whiteners, creamers and toppings – clients are assured of serving great-tasting coffee time and time again.



We are the one-stop-shop for coffee – and coffee- related products, cold drinks and other snacks. However, we know that one size doesn’t f it all. That’s why we offer a personalised service – from selecting the perfect coffee solution and equipment to restocking, cleaning and servicing machines. It’s also why we offer a wide portfolio of machines so we can meet the demands of all our clients. Whether that’s serving cof-fee at the end of a meal in a restaurant, to employees on a break, students at a university, or travellers f illing up at a petrol station.

OUR OFFER

YOUR SOLUTION


PELICAN ROUGE


PELICAN ROUGE



AT WORK OFFICE / RETAIL / INDUSTRIAL / PUBLIC SECTOR

AT PLAYHOTELS / RESTAURANTS / CAFÉS / LEISURE

AT STUDYSCHOOLS / COLLEGE AND UNIVERSITIES

AT HOMERETAIL / CONVENIENCE STORE / WHOLESALER

ON THE MOVE TRAVEL / PETROL AND SERVICE STATIONS

ENJOY THE GREAT

TASTE OF OUR COFFEE ...



OUR

PEOPLE



Our people are at the heart of Pelican Rouge. Af icionados

with a passion for coffee, they are our ambassadors – and

here to serve. Dedicated experts who are knowledgeable

about coffee but also know how to provide a professional,

personal and distinctive service.

Whether that’s our sales reps helping you choose the per-

fect machine. Or our operators keeping an eye on your

inventory each week; restocking and delivering accord-

ingly; and ensuring machines are fully-operational and

regularly cleaned so they always deliver great taste.


PELICAN ROUGE


PELICAN ROUGE

‘EXPERTISE IS ESSENTIAL. EVEN THE BEST COFFEE CAN TASTE TERRIBLE IF THE SETTINGS ARE NOT RIGHT OR IF THE MACHINE HAS NOT BEEN CLEANED PROPERLY.’





We recognise our responsibility to the environment and local communities. That’s why we go to the ends of the earth to f ind organic, fair and ethical-ly-sourced beans grown by farmers we respect. And by consciously choos-ing certif ied products, we ensure sustainability for all our clients and future generations.

Our cof fees are sourced from more than 20 countries

around the world. Approved by leading certif ication

labels and grown by farmers we respect. We are proud to

say that almost 50% of our cof fee is already sustainable.

And we are striving for more.

OUR

FOOTPRINT



We are aware of the impact of our ac-

tivities. That’s why we are engaged in

various sustainable initiatives: from wa-

ter projects in Bamenda, Cameroon to

investing in education for farmers and

their families in Guatemala.

We are active in 13 European markets

and 65 export markets, operate from

11 of f ices with 5,000 employees, and

reach 15 million consumers. Locally, we

continuously strive for more environ-

mentally-friendly packaging: ours has

been aluminium-free since 2003. But

that’s not all. We aim to integrate sus-

tainability into all our operations – from

waste management to energ y recovery

– enabling us to signif icantly reduce our

CO2 emissions.

THE SCALE OF OUR OPERATIONS, COMBINED WITH OUR SUSTAINABLE INITIATIVES, ENABLE US TO MAKE A DIFFERENCE, AND LEAVE A POSITIVE FOOTPRINT.



PELICAN ROUGE

AT A GLANCEA leading company for coffee

solutions across Europe.

A heritage of more than 150 years.

A dedicated client-focused ambassador network across 13 countries.

More than 8,5 million consumers start their day with Pelican Rouge coffee.

In total we serve more than 2,5 billion cups of coffee, and we are proud of that.


PELICAN ROUGE

GREAT TASTE TO ALL

PELICAN ROUGE

Documents

PR brand brochure_v2