Advice, coaching and concept development

ITC Academy does more than training coffee and tea professionals! We are a 100% independent knowledge institute and can advise you on all your business decisions and challenges. This can be done in different ways and levels, as long as it has to do with coffee or tea. We are happy to help you with advice that fits your company, project and budget.


Do you want to know what your target audience needs? Are you curious about the trends and developments in coffee and tea? We will gladly advise you! We visit relevant trade shows and frequently immerse ourselves in the trendiest neighborhoods of large cities. We regularly travel to countries of origin. This guarantees our knowledge stays up-to-date. We know what’s going on in the market!

Flavor advise & product development

Are you looking for that special coffee? Do you need someone to make sure your brand new espresso machine delivers top-notch beverages? For years we have been supporting large and small companies in developing new assortments, flavors and products.

Consulting examples:

  • Tasting: We train staff and taste panels or provide our own experience in tasting and testing.
  • Events: You can hire us for coming up with and performing demos on events.
  • Tenders: We accompany you throughout the entire process.
  • Procurement disputes: We offer advice and mediation.

We are proud to have worked with the companies listed below:

Albert Heijn For Allerhande and foodbloggers we have developed coffee recipes and made food combinations.
Philips Eindhoven Philips regularly asks us to taste and score the differences when adjustments are made to coffee machines.
Nestlé We first determined the learning needs and then set up a training program for Nestlé field staff.
Etna At Etna we have taught employees how they can measure extractions and what influence the different parameters such as temperature and grind fineness have on taste and the TDS values.
Jumbo For Jumbo we set up a coffee roasting factory and trained the staff.
Lebensbaum Lebensbaum has asked us to do the press briefing for new products in Germany.
Lidl From Lidl we got the challenge to adjust the technique of hundreds of coffee machines to deliver a consistent taste.
Simon Lévelt For Simon Lévelt we have developed a multi-year training program to raise the knowledge level of franchisees to a higher level.
Bagels & Beans For years we have been training the owners and employees of the different locations. We also composed a commercial tea-card and help with product development.
Pelican Rouge For Pelican Rouge we train the trainers and coffee specialists.
Geels Koffie & Thee We provide assortment advice and train staff for Geels Koffie & Thee.
koffieTcacao Magazine Many substantive articles in the Dutch magazine koffieTCacao (coffeeTcacao) are written by us!
Givaudan For Givaudan we train the flavourists and the taste panel.
Philips Drachten Philips has asked us to train the Research & Development team for this location.

Do you want to know more? Call or email us without obligation.