With the founding of his colonial goods store in 1844 in Ulm, merchant Christoph Seeberger brought exotic fare such as spices, fruits, coffee and tea to the Danube. Seeberger the family company was born. Coffee was enjoying a real boom in the mid-19th century thanks to affordable prices, even finding its way into the kitchens and cups of the less well-off. Seeberger’s son Friedrich saw this opportunity and, from then on, roasted Seeberger coffee for more and more connoisseurs in the best spot on Ulm’s main square, Marktplatz.