The business thrived locally, and in 1780, their son Douwe Egberts joined the enterprise, marking a pivotal moment in its history. Under Douwe's stewardship, the brand transitioned from a small-town operation to a regional player, laying the groundwork for future growth. By the early 20th century, Douwe Egberts had firmly established itself as a household name in the Netherlands.
A landmark moment came in 1925 when the brand introduced its now-famous red seal featuring the initials "D.E.," signifying quality and tradition. That same era saw the launch of the Douwe Egberts savings system, a loyalty program that resonated with Dutch consumers and bolstered brand loyalty.
Throughout the 20th century, Douwe Egberts demonstrated an uncanny ability to adapt and innovate. In 1978, the company launched Moccona, a premium brand of instant coffee, which quickly gained international acclaim. This expansion into the instant coffee market symbolized the company's ability to balance tradition with modern consumer demands.
The brand’s influence continued to grow globally, culminating in its acquisition by JAB Holding Company in 2013. Today, Douwe Egberts operates under JDE Peet’s, one of the largest coffee and tea companies worldwide, with a presence in over 100 countries. JDE Peet’s has prioritized sustainability, aligning Douwe Egberts with global efforts to combat climate change and support ethical coffee sourcing. Initiatives such as Rainforest Alliance certification and reduced carbon emissions underscore the brand’s commitment to a sustainable future.
Douwe Egberts remains a testament to its founders' vision of enhancing daily life through quality products. With over 270 years of heritage, it continues to evolve while preserving its rich traditions, resonating with coffee lovers across the globe.
Douwe Egberts: A Legacy of Quality and Tradition in Coffee
