THE WHITE OX
1753
In 1753 Egbert Douwes and his wife Akke Thijsses opened up a grocery store called De Witte Os (or the White Ox) on Midstraat in Joure. This marked the beginning of Douwe Egberts as it exists today. Egbert and Akke started selling products that 'add to the pleasures of daily existence'. Coffee, tea and tobacco were the most important ones.
THE BIRTHPLACE
1755
On January 10th, 1755 Egbert Douwes and Akke Thijsses had a son. They named him Douwe Egberts. The latter married Ymke Jacobs in 1775. Around 1780 Douwe Egberts joined his parents' business. And business was good.
THE OBITUARY
1806
After his wife died, Douwe Egberts married Lysbeth Mintjes in 1791. On February 19th, 1806 Douwe Egberts died. His wife took over, picking the name Firma van de Weduwe Douwe Egberts (Company of the Widow of Douwe Egberts).
THE FRENCH OCCUPATION
1812
During the French occupation in the early 19th century, everyone had to pick a surname. In 1812 the Douwe Egberts family chose De Jong as their family name. The company, however, became well-known as Douwe Egberts instead of Egbert Douwes. It is probably because Douwe Egberts ensured sales expansion at the regional level. His father remained dedicated to the shop in Joure which means he was only locally known.
NEW HEAD OFFICE IN UTRECHT
1919
In 1919 Douwe Egberts opened the DE headquarters, and also the very first distillery on Catharijnekade in the city of Utrecht. Raw coffee bags were carried to the distillery using horse and carriage.
THE FIRST SAVINGS SYSTEM IN THE NETHERLANDS
1924
In 1924 Douwe Egberts came up with a gift system. It was a successful initiative to make customers fall in love with the D.E. products. Today, eighty years later, it is the oldest active saving system in the Netherlands. Almost 70% of all households have been saving the Douwe Egberts coffee seals. More than 2.5 million gifts are claimed every single year.
THE FIRST DE SEAL
1925
In 1925 the DE seal appeared for the first time on a tobacco packaging. Since then it has changed many times. Today the famous DE seal is easily recognised and guarantees supreme quality.
CELEBRATING THE FIRST JUBILEE IN JOURE
1928
The first celebrations were held in 1928, at the company's 175th anniversary. The entire community spent two days celebrating this lovely occasion.
INTRODUCING PICKWICK
1937
In 1937 Pickwick was introduced to the people. The name is inspired by Charles Dickens' Pickwick Papers.
DOUWE EGBERTS CELEBRATES ITS 200TH ANNIVERSARY
1953
In 1953 Douwe Egberts celebrated its 200th anniversary, embracing the designation Royal.
INTRODUCING THE MOCCONA INSTANT COFFEE
1954
In 1954 Douwe Egberts introduced Moccona instant coffee in 50 gram jars. It was a successful launching and by the year 1975, 70% of Dutch households were using instant coffee every now and then.
THE WIGOMAT
1963
In 1963 Douwe Egberts brought the Wigomat onto the market, which is an electrical quick filter coffee maker.
THE FIRST COMMERCIAL
1967
Douwe Egberts coffee… delicious coffee. In 1967 Douwe Egberts advertised its coffee for the very first time on Dutch television. It was one of the first companies to use advertising. The first DE commercials were all about solidarity and how coffee brings people together.
DOUWE EGBERTS NEDERLAND
1968
In 1960 Douwe Egberts took responsibility for more than half the national coffee and tobacco export. Douwe Egbert Nederland (1968) became the operating company dedicated to the marketing and selling of tea and coffee in the Netherlands.
PARTNERSHIP WITH CONSOLIDATED FOODS
1978
In 1978 D.E. entered into partnership with the American Consolidated Foods, which was later known as Sara Lee.
TAKING OVER NATRENA
1989
In 1989 Douwe Egberts Nederland took over the brand Van Nelle, and Natrena (sugar substitute) in 1996.
DOUWE EGBERTS SENSEO® NETHERLANDS LAUNCH
2001
The introduction of Douwe Egberts SENSEO® in 2001 marked a new era for those in love with coffee. Now it was possible to prepare a single cup of coffee and even select your favourite coffee pad.
DOUWE EGBERTS CELEBRATES ITS 250TH ANNIVERSARY
2003
In 2003 Douwe Egberts celebrated its 250th anniversary with a lot of special activities. It was a grand celebration because we are extremely proud of our very strong brand, and wanted to share this special moment with everyone.
NEW INSTANTS PURE RANGE
2007
In 2007 the core Instants range was updated from the Continental Roasts to the Pure Range, which included four blends Pure Gold, Pure Indulgence, Pure Smooth and Decaffeinated.
DISCONNECTING SARA LEE
2011
In 2011 the international coffee and tea activities were disconnected from Sara Lee. In June 2012 we adopted the name D.E. MASTER BLENDERS 1753.
LAUNCH OF THE FLAVOUR COLLECTIVE
2012
Douwe Egberts introduced the The Flavour Collective in 2012. The flavour infused instant coffees, came in a variety of tantalising flavours such as Delicate Vanilla, Smooth Caramel and Roasted Hazelnut. In 2013 Enticing Chocolate was added to the range.
NEW GROUND LIFESTYLE RANGE
2013
Douwe Egberts understands that one size doesn’t fit all when it comes to choosing a ground coffee. The range of six new ground varieties offers coffee lovers a selection of taste notes and strengths.
