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GREAT TASTE TO ALL
GREAT
TASTE
GREAT
PEOPLE
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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
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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
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PELICAN ROUGEPELICAN ROUGE
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PELICAN ROUGEPELICAN ROUGE
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
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PELICAN ROUGE
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PELICAN ROUGE
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PELICAN ROUGEPELICAN 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!’
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PELICAN ROUGE
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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.’
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGEPELICAN ROUGE
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
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGE
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PELICAN ROUGE
OUR
INNOVATIONWe work with the leading suppliers and technologies to make great taste available.
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGEPELICAN ROUGE
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
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PELICAN ROUGE
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PELICAN ROUGE
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PELICAN ROUGEPELICAN 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 ...
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PELICAN ROUGEPELICAN ROUGE
OUR
PEOPLE
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGE
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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.’
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PELICAN ROUGEPELICAN ROUGE
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PELICAN ROUGEPELICAN ROUGE
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
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGEPELICAN ROUGE
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.
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PELICAN ROUGE
GREAT TASTE TO ALL
PELICAN ROUGE