In 2026, Thomas joined the Beyers team as our Key Account Manager, working closely with our partners across Germany. We spoke with him about the path that led him here, the experiences that shaped his approach to relationship management and what he enjoys most about working closely with customers in the coffee industry.
1. You recently joined Beyers and are now working with our business partners across Germany. Tell us a bit about yourself and the path that brought you here.
I spent a few years in the hot beverages category before joining Beyers, so stepping into coffee felt like moving into the “Champions League.” The level of complexity, the pace, the detail in coffee – it’s a different game.
What makes it even more interesting is how transparent the market is. You stay very close to what’s happening, both with customers and across the value chain, which keeps things sharp and constantly evolving.
After working in the category and being close to customers, moving deeper into coffee felt like the natural next step.
2. Working with clients in Germany, what have you noticed about how the market approaches coffee, especially when it comes to private label?
Germany has always been a very brand-driven market, with some of Europe’s major coffee roasters based there.
At the same time, private label has been gaining strong momentum over the past few years. More and more consumers are recognizing that the quality is right there with branded products, which is shifting how retailers position their own ranges and how customers approach the category.
3. Before joining Beyers, what experiences shaped your path in sales and in the coffee world?
Before joining Beyers, I saw firsthand how much private label has evolved across the categories I worked in. Over the past few years, it’s become more visible and more trusted by consumers.
It has even replaced branded products on retailers’ shelves, reflecting a clear shift in the private sector. That shift gave me a strong perspective on how powerful these ranges can become when quality consistently meets expectations.
What I enjoy most is the personal interaction with customers. Even with all the digital tools we have today, business still comes down to people.
Face-to-face conversations make a real difference. That’s where trust is built, and I’m convinced that will continue to matter just as much in the years ahead.
4. Everyone has a different approach to relationship building. What principles or mindset guide the way you work with clients and partners?
For me, it starts with being honest and really listening to the customer. From there, it’s about taking responsibility and making sure you follow through.
And just as important, being responsive. Keeping things moving and coming back quickly makes a big difference in how the relationship builds over time.
5. A final question we like to ask everyone: outside of work, what keeps you motivated? And how do you usually enjoy your coffee?
Outside of work, my family is at the center of everything. What keeps me motivated day to day is building on small successes and keeping a positive outlook. That mindset carries into everything I do, including how I enjoy my coffee: simple, with milk.
