Hidden Gems: Meet Timothy Volkema of Schuil Coffee

Today we’d like to introduce you to Timothy Volkema. Them and their team share their story with us below:

Our history began when Garry Schuil was travelling overseas in the 70s, and experienced a cup of coffee unlike any he ever knew – remarkably better than almost any offered in the U.S. at that time. Not long after he returned, Garry started one of the country’s first specialty coffee businesses. Just as we do now, Schuil began by focusing on sourcing high-quality coffees from across the world and offering consistently roasted coffee at an incredible value. 

Coffee drinkers quickly got behind Garry’s mission to fill the void in specialty coffee available in the US. With increased demands for Schuil coffee by gourmet markets and grocery stores, Schuil had to relocate to a larger location in 1985, which brought us to our current location. 

With experience in educating customers about a product’s value from their previous focus on selling gourmet foods, Garry and Gladys believed this was just as important as the quality of their products. They were able to showcase the quality and value of their coffee to customers directly at their new location, with their own cafe in the front of the building. Although Schuil had the potential to become a national brand like Starbucks, we’ve kept our roots local and continue to call West Michigan home. We still work closely with many of our original partners, and invest in our Grand Rapids community. 

In 1989, Gladys and Garry’s daughter Greta joined the company, and eventually became its President. Greta guided the company through many wonderful years, until she decided to move on from the business in 2017 – which just about brings us to now! In our next blog, we’ll cover the most recent years of our history, following Tim Volkema’s purchase of the business in 2017. While many of its core values have stayed the same, he’s also taken the business in many exciting new directions. 

Tim Volkema’s background was not in coffee prior to purchasing Schuil. Raised in West Michigan, he studied economics at Calvin College, and eventually received his MBA from Northwestern University. From there, Tim’s work brought his family from coast to coast, with roles at Amazon and Kraft Foods. 

After years of big city life in San Francisco, New York, and Chicago, the Volkema family chose to return to their West Michigan roots and settle in Grand Rapids. As a part of their transition, Tim wanted to apply the business experience he gained over the years, and invest in a company he believed in. A friend of Tim’s from New York, Tim Katt, connected his Aunt Greta (Schuil) and Tim as she was looking to move on from the company, and Volkema soon became Schuil’s new owner.

Although Tim wasn’t well versed in coffee when he took over the business, he immersed himself in all things coffee to learn as much about the product and the industry as possible. It soon became a family affair, as he began to train for the rigorous coffee Q-Grader exam with his daughter Frankie, who then became the world’s youngest Q-grader at 13! This experience together led her to launch her own coffee brand called Joven, which offers coffee exclusively grown by young farmers. 

Speaking of new additions, Tim also brought Sparrows Coffee on to the family of brands in 2018. Sparrows is a third-wave coffee brand that offers primarily light and medium-roasted coffees traceable to specific farmers and producers. Other big changes the Volkema family brought to Schuil include a remodel of Schuil’s cafe and headquarters, the opening of a new Sparrows Cafe in Grand Rapids, an expanded line of offerings and flavors with more focus on direct-trade relationships, and expanded distribution online and to coffee shops, restaurants, grocery stores, and offices across the Midwest. 

Despite the changes and progression of the business, many of its core values remain the same. 40 years later, the Schuil team remains committed to upholding Garry’s vision and legacy of providing an outstanding product at a great value. If you haven’t already, we hope you discover for yourself why discerning coffee drinkers pass up the big brands and choose products from our small, family-owned company proudly based in Grand Rapids, MI. 

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
Yes, it has been smoother than anticipated. We’ve had a great team for several years. We certainly have had some small struggles with supply chain and Covid disruption, but on balance, we are grateful for how our business has grown and prospered. Most of all, we’re grateful for all our loyal customers! 

Alright, so let’s switch gears a bit and talk business. What should we know?
Schuil is West Michigan’s first specialty coffee roaster, and for over 40 years it has sourced, roasted, and brewed specialty coffees. Offering more than 100 types of coffee made from beans sourced from the most celebrated coffee-growing regions around the world, Schuil supplies coffee, tea, and brewing equipment to retailers, restaurants, coffee shops, offices, churches, hospitals, and individual consumers. For more information visit schuilcoffee.com. 

We are super proud of our coffee’s quality/price relationship. It’s an extremely good value. We couple this with a wide selection and top-notch customer service to set us apart. 

What was your favorite childhood memory?
Downhill skiing with my family! 

Contact Info:

• Email: support@schuilcoffee.com
• Website: schuilcoffee.com
• Instagram: https://www.instagram.com/schuil.coffee.co/
• Facebook: https://www.facebook.com/schuilcoffee
• Yelp: https://www.yelp.com/biz/schuil-coffee-and-tea-shoppe-grand-rapids

Image Credits
Kynda