In the world of coffee, where coffee beans weave their aromatic tales with each cup, Sara Al-Ali’s story stands out as one filled with passion and inspiration. From the first warm aroma of coffee filling the place to launching her café, which reflects her deep vision and unique philosophy in the world of specialty coffee. Sara Al-Ali was not just a barista or an entrepreneur, but a leader of an exploration journey that takes us through different realms of coffee, embodying her determination and persistence in achieving her dream and offering the best to coffee lovers in the Kingdom of Saudi Arabia. We invite you to join us in this warm and inspiring interview to discover the details of Sara Al-Ali’s journey in the coffee world.
1. What inspired you to start a career in the coffee industry?
The idea of opening a coffee project in 2013 was the spark that led me to discover the world of coffee and its sciences. The first step in this journey was a training course in France on barista skills, which made me wonder about the future opportunities in this field in Saudi Arabia. At that time, I decided to delve deeper into the field professionally until I passed several training courses and obtained my training license in 2018.
2. Can you tell us the story of establishing THAT Café?
THAT Café started in 2016 as a mobile café providing services within the buildings of companies, ministries, and institutions for employees. (In Arabic, “THAT” means “self” or “essence”) The staff was 100% female, whom I trained and taught the arts of coffee and the necessary skills to run the café. After several years, the idea became clearer, and the work routine more stable, so in 2019 I decided to look for partners to achieve the core idea of the project, which is to open a café capable of expanding and spreading more widely. However, the biggest challenge came during the COVID-19 pandemic, and the project was postponed until the pandemic ended. Indeed, the first branch was opened in 2022.
3. What is the core philosophy behind THAT Café, and how do you ensure its distinction in the competitive coffee market in Riyadh?
The true philosophy behind the name “THAT” touches the deepest part of a person and the unique imprint that each individual has. The self is what distinguishes each person from another and is in a dynamic state that makes it constantly changing and evolving with every interaction with the environment or others. I found a similarity between “THAT” and coffee; each cup of coffee has a unique imprint from the coffee beans used to the person enjoying the cup. I wanted to convey this unique experience in THAT Café from a meticulously prepared cup to exceptional service by distinguished baristas.
4. How do you see the specialty coffee scene in Saudi Arabia and the wider Middle East and North Africa region?
The coffee scene is expanding and rapidly growing, especially with the efforts of our wise government to spread coffee culture and extensive initiatives like naming 2022 the Year of Coffee and the massive investments in Saudi coffee and developing farming methods in the Kingdom. Also, in many Gulf and Middle Eastern countries, we see interest in spreading and enhancing coffee culture and its history through coffee museums, training centers, and competitions.
5. What challenges and opportunities do you see in the specialty coffee market here?
There are many challenges in the global coffee market and supply chains that affect the local market, in addition to the saturation of the region with cafés and roasteries. However, all these challenges create new opportunities, especially with the interest in coffee quality centers in the Arab world and education centers.
6. What drove you to become a licensed coffee evaluator and judge in coffee competitions, and was the journey easy?
During my career and my deepening in the field of coffee, I found myself inclined more towards coffee sciences that concern its quality, especially sensory sciences. Fields like coffee quality evaluation and judging provide me with enriching and exciting opportunities and experiences from which I gain the skills and knowledge necessary to develop professionally in this field that I love. Was the journey easy? Certainly not, especially with work responsibilities and family duties. Obtaining these licenses requires a lot of effort, time, and money, as most of them are not available locally and require me to travel long hours and pass difficult exams.
7. What are the essential skills and knowledge you focus on when training baristas in your training programs?
In our training programs and courses of the Specialty Coffee Association, we offer courses in different paths under the coffee skills program, including barista skills, brewing skills, and sensory skills. Each course focuses on specific skills such as technical skills in coffee preparation, preventive and periodic maintenance of equipment, water and coffee chemistry, different extraction methods, extraction ratio calculation, tasting tests and coffee evaluation, and understanding the stages of coffee production and supply chains.
8. As a judge in coffee competitions, what prominent trends have you noticed, and how do these trends reflect broader developments in the coffee industry?
I have noticed a greater presence of women in the championships, both at the level of judges and competitors, and participation from many Arab countries, which is encouraging. The level of baristas has generally risen both technically and in terms of knowledge. I also observe the adoption of many scientifically-based techniques, showcasing new coffee varieties on the global stage, and greater understanding of cultural differences in taste, with new trends being adopted in judging protocols and evaluation models.
9. How do you see the future of coffee in terms of innovation and sustainability?
What distinguishes the coffee field is that there are no limits to innovation and creativity in it. We face many daily challenges that require innovative solutions to overcome obstacles, such as fluctuating climatic conditions in many coffee-producing countries, labor scarcity issues, and the fast-paced lifestyle. I see rapid spread of products like capsules and instant coffee bags. However, we are still falling short in implementing systems and methods that ensure sustainability in the coffee field in general and addressing supply chain problems specifically.
10. What advice do you offer to young professionals who aim to leave a mark in the coffee industry?
Be a role model for others and a source of inspiration through excellence in your work and humility in sharing knowledge.
11. What is your favorite coffee? Is there a specific type of coffee that left a lasting impression on you?
I enjoy black morning coffee mostly from South American countries due to its balance between acidity and bitterness and its gentle flavors. I also have a special place in my heart for a cup of coffee prepared with a cezve (ibrik) because it is my mother’s favorite coffee and because I achieved my first accomplishments in coffee competitions using this tool.
12. How do you balance between different roles and responsibilities within the coffee industry?
Achieving balance is almost impossible between these roles due to the significant responsibilities and work pressures associated with each role. However, thanks to my excellent team who prove their competence every time I delegate some tasks and responsibilities. The positive aspect is that the different roles I perform are closely interconnected and depend on each other. For example, as an evaluator, I look for the best quality products for my project, as a trainer, I guide the team in operations, and as someone practicing in the field, my evaluation in judging is based on accumulated experience and background, and so on.
