Selecta Belgium will henceforth continue under the name Pelican Rouge.

With this name change The company returns to the Belgian roots of its flagship coffee brand and honors a heritage that began in 1863 in the heart of Antwerp. Then Joseph van Leckwyck and his sons started the Continental Coffee Roasting Company in Antwerp.
As a trademark, they chose ‘Roode Pelikaan’, one of the first professional coffee roasters and at the same time one of the first coffee brands in Belgium. Later, he quickly expanded his activities throughout Belgium and the rest of Europe.

By switching to the name Pelican Rouge, the company wants to re-emphasize that historical strength, not only as a brand name, but also as a promise to all customers and partners.
You will not notice any interruption in our service and can continue to count on the same teams, the same expertise and the same commitment to premium coffee, high-performance service and reliable vending machines for businesses, institutions and restaurants. Starting today, the new name and logo will gradually begin to appear on vending machines and in the streetscape.

Tim Goossens, Managing Director of Pelican Rouge Belgium: “This name change means a lot more to us than just a new logo.
It is a return to who we have always been at our core: a Belgian coffee company with deep-rooted passion for quality and craftsmanship.
The name Pelican Rouge carries 163 years of history; one that we are very proud of and that we want to realize again and again for our customers every day.”