{"id":395,"date":"2026-05-11T12:13:15","date_gmt":"2026-05-11T12:13:15","guid":{"rendered":"https:\/\/brightsightseeing.com\/?p=395"},"modified":"2026-05-11T17:50:00","modified_gmt":"2026-05-11T17:50:00","slug":"1989-how-we-somehow-fell-face-first-into-humanitys-ultimate-social-lubricant","status":"publish","type":"post","link":"https:\/\/brightsightseeing.com\/index.php\/2026\/05\/11\/1989-how-we-somehow-fell-face-first-into-humanitys-ultimate-social-lubricant\/","title":{"rendered":"1989: How We Somehow Fell Face-First Into Humanity\u2019s Ultimate Social Lubricant\u2026"},"content":{"rendered":"
\n
\"\"<\/figure>\n<\/div>\n\n\n

Starting a coffee business nowadays sounds like opening a TikTok account and posting three motivational quotes, but in 1989 it felt more like trying to build an espresso empire using emotional damage and a phone book.<\/p>\n\n\n\n

After that completely unhinged day when Jaco and I met inside Ikea<\/a>, right at the exact point where logic quietly packs its belongings and leaves without saying goodbye, my life permanently transformed into a flatpack disaster with missing instructions and we immediately started dating.<\/p>\n\n\n\n

While going out together, we quickly started talking about what we wanted to do with our future and how we both secretly preferred becoming our own bosses.<\/p>\n\n\n\n

Which, in 1989, was roughly the equivalent of announcing:
\u201cWe\u2019re just popping over to renovate the moon tomorrow.\u201d<\/p>\n\n\n\n

Back then it was still fairly revolutionary for two barely-22-year-olds to think: maybe we don\u2019t actually want to spend the rest of our lives voluntarily sitting in office jobs while our souls slowly stare out the window.<\/p>\n\n\n\n

Nowadays every 2.5-year-old toddler already owns a multinational corporation and confidently lectures people forty years older than them without possessing even twenty-five minutes of actual expertise.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Ideas started forming quickly and I told Jaco about my Italian friends, a family who owned a coffee roasting company.<\/p>\n\n\n\n

Which already sounded significantly more respectable than, for example, a factory producing fluorescent handbags for emotionally overwhelmed ants.<\/p>\n\n\n\n

Jaco heard this and immediately decided this was the perfect moment to make our lives unnecessarily complicated.<\/p>\n\n\n\n

And that\u2019s how the idea was born to import Italian espresso coffee into the Netherlands and start selling it.<\/p>\n\n\n\n

Without a plan.
Without experience.<\/p>\n\n\n\n

And apparently also without a functioning fear response.<\/p>\n\n\n\n

But absolutely WITH a level of confidence that, in hindsight, should probably have been medically examined.<\/p>\n\n\n\n

Oh\u2026
And with the logistical capabilities of a deeply confused goldfish.<\/p>\n\n\n\n

A few weeks later I called my Italian friend to inform her about our grand and entirely unsupported plans.<\/p>\n\n\n\n

Back then (1985) I spent every summer a couple of months in Italy and had gotten to know the family well.<\/p>\n\n\n\n

My friend\u2019s father had previously worked for another coffee roasting company before eventually starting his own business in 1975.<\/p>\n\n\n\n

What began as a modest little operation slowly grew into a thriving family business.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

During my very first visit to the roasting facility years earlier, they gave me a package of Manuel espresso coffee to take home.<\/p>\n\n\n\n

Once home, I hung the empty package on my wall.<\/p>\n\n\n\n

No idea why.<\/p>\n\n\n\n

Because honestly, why hang posters of celebrities on your wall when you can decorate your bedroom with empty coffee bags instead?<\/p>\n\n\n\n

In May of 1989, Jaco got a great job as a sales representative for environmentally friendly industrial water purification products and water treatment systems.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Which sort of sounds like getting your brain flushed clean.
Not with a toilet brush and chlorine, obviously, although honestly, that might still improve certain people, but with some kind of futuristic machine where you shove your head through an opening like a mildly concerned cow, get giant tubes attached to your ears and then three liters of cinnamon, pizza herbs, and environmentally responsible snail slime get violently blasted through your nervous system.<\/p>\n\n\n\n

Sounds stable.
Sounds logical.
Sounds exactly like something completely normal people would do.<\/p>\n\n\n\n

Despite this astonishingly purifying job, we were meanwhile obsessively trying to figure out how to become self-employed without eventually falling victim to a manager who used the word \u2018team spirit\u2019 like it was some legally required personality disorder.<\/p>\n\n\n\n

At that point I didn\u2019t have a job, which was actually entirely according to plan, because somebody obviously had to professionally coordinate the upcoming chaos.<\/p>\n\n\n\n

So naturally I had all the time in the world to throw ourselves headfirst into an adventure no healthy Excel spreadsheet would ever emotionally recover from.<\/p>\n\n\n\n

Of course that summer we went to Bibione in Italy, where I had been going ever since I was one and a half years old.<\/p>\n\n\n\n

There we spoke extensively with two unbelievably passionate Italian coffee friends who had so much energy that even the coffee itself occasionally seemed exhausted.<\/p>\n\n\n\n

Together we discussed how we were going to approach this adventure and what the possibilities were.<\/p>\n\n\n\n

We couldn\u2019t stop talking, thinking, planning and obsessing over it.<\/p>\n\n\n\n

From that summer onward, everything revolved around Manuel espresso coffee<\/a>:
the Italian life fuel that, in our minds, was destined to replace all existing Dutch swamp water.<\/p>\n\n\n\n

To be continued…..<\/p>\n","protected":false},"excerpt":{"rendered":"

Starting a coffee business nowadays sounds like opening a TikTok account and posting three motivational…<\/p>\n","protected":false},"author":1,"featured_media":394,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,50,48,6],"tags":[126,18,167,178,168,170,171,174,175,179,166,139,163,162,164,165],"class_list":["post-395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs","category-editors-pick","category-featured","category-insane-stories","tag-126","tag-brightsightseeing","tag-coffee","tag-coffee-and-friends","tag-coffee-and-italy","tag-espresso","tag-espresso-coffee","tag-family-business","tag-family-coffee-business","tag-friends","tag-how-to-start-a-coffiee-business","tag-jaco-and-celesta","tag-starting-a-business-in-1989","tag-starting-coffee-business","tag-young-entrepreneurs","tag-young-entrepreneurs-in-1989"],"yoast_head":"\n1989: How We Somehow Fell Face-First Into Humanity\u2019s Ultimate Social Lubricant\u2026 - 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