To launch your own coffee brand in Germany, decide first between a Lohnrösterei (private-label roaster) or in‑house roasting, because that choice sets your permits, MOQs, and margins. Register a business (Gewerbeanmeldung) and a food operation with your local authority, implement an HACCP plan, and if you import green coffee secure an EORI number and a customs broker. Register for Kaffeesteuer with the Hauptzollamt and file returns; budget €2.19/kg for roasted coffee (instant €4.78/kg) plus 7% VAT on beans. Build LMIV‑compliant German labels: product name, net quantity, ingredients/allergens, best‑before, storage, origin, lot, responsible food business, nutrition if applicable; add DE‑ÖKO‑xxx only if certified organic. Obtain a VerpackG system license and list packaging with the ZSVR; buy EAN barcodes. Specify profiles (e.g., 84+ SCA, 12–14 days degassing, one‑way valve bags), test water at 6–8 dGH, and lock pricing with a landed‑cost model that includes roasting fee, Kaffeesteuer, packaging, fulfillment, payment and marketplace fees, and a 40–60% margin target. Launch D2C on Shopify (SEPA, PayPal) and Amazon (FBA for Prime), seed wholesale to cafés with 30–50% margin and 30‑day terms, document lot traceability, and publish brew guides that match your roast curves. Monitor freshness, returns, and reorder cadence using weekly cohort demand data.
