The Two-Genome Love Story That Built Your Espresso

How an ancient hybridisation in East Africa, a handful of historical bottlenecks and a quiet tug-of-war between subgenomes still shape aroma, sweetness, acidity and resilience in modern coffee.

BY: Dr. Steffen Schwarz, Coffee Consulate

If coffee were a person, Coffea arabica would be the one with the complicated family history, the enviable charisma, and an inconvenient vulnerability to illness. It is the species that carries much of the world’s specialty imagination, yet it also carries a biological paradox: despite its global fame, it is genetically narrow. That paradox is not a footnote. It is the plot. And it begins long before the first cup was ever brewed, in a landscape where geology and climate turn evolution into a series of daring gambles: the East African highlands, split and lifted by the Great Rift Valley, with forests expanding and retreating like a living tide.

Arabica is an allotetraploid, which sounds like a technicality until you translate it into something more tangible: it is a natural hybrid that doubled its genome, inheriting two full sets of chromosomes from two different parents. One parent was Coffea eugenioides, a species with a comparatively limited range; the other was Coffea canephora, the widely distributed species that the trade often lumps under the marketing shorthand “Robusta”. Arabica is not merely a midpoint between them. It is a new biological architecture, built from two subgenomes that have had hundreds of thousands of years to learn how to share a single nucleus without tearing each other apart. According to a recent chromosome-level genomic reconstruction, that founding hybridisation and genome-doubling event likely occurred roughly 610,000 to 350,000 years ago, a time window that immediately reframes what “recent” means in coffee evolution.

Imagine what that entails. Two species meet, perhaps in a narrow ecological overlap where altitude, temperature and rainfall allow both to persist. A hybrid forms. In most plant lineages, such hybrids are evolutionary dead-ends, sterile or weak. Yet polyploidy—whole-genome duplication—can rescue fertility by giving chromosomes matching partners in meiosis. In Arabica’s case, the rescue did not come with the genomic chaos one might expect from such a dramatic event. The genomes of the diploid parents and the two Arabica subgenomes are strikingly conserved in structure: chromosome number, broad organisation, even the distribution of genes remains largely comparable, and there is no obvious global “winner” subgenome that dominates expression across the board. In other words, Arabica’s two inherited genomes did not wage a winner-takes-all takeover; they negotiated a long coexistence.

This matters for flavour, because flavour is never just chemistry in isolation; it is chemistry embedded in a living system that decides which genes to turn on, when to turn them on, and how strongly. The genomic work shows that while there is no sweeping, global subgenome expression dominance, there are mosaic patterns within particular gene families—precisely the kinds of gene families that steer cup-relevant traits such as caffeine biosynthesis, terpene formation and fatty-acid desaturation. Some family members are more active from one subgenome, others from the second, and that patchwork differs across development. The bean is, in effect, a stitched fabric of inherited programmes.

To connect this to the cup, it helps to stop treating genetics as destiny and start treating it as a set of probabilities. Genes do not taste like anything. But genes encode enzymes, and enzymes sculpt the pools of molecules that later become aroma, taste and mouthfeel—directly, or via roasting transformations, or via fermentation dynamics that the plant’s chemistry invites. In Arabica, the gene families highlighted in the genomic study offer a particularly clear bridge from inheritance to sensory line: N-methyltransferases involved in caffeine biosynthesis, terpene synthases associated with volatile terpenoids, and fatty acid desaturase 2 linked to unsaturated fatty acids.

Caffeine is the easiest to mythologise and the hardest to simplify. It is often framed as a single scalar—more or less stimulation—yet from the plant’s perspective caffeine is a defence molecule, part of a chemical conversation with insects, fungi and competing plants. The enzymes that methylate xanthosine derivatives stepwise towards caffeine are encoded in a family of related genes, and in Arabica the presence of two parental subgenomes means extra copies exist, with expression patterns that can differ during fruit development. The sensory implications go beyond “bitterness”. Caffeine contributes bitterness, yes, but its perceived intensity depends on concentration, matrix effects, extraction, and the balancing counterweights of sweetness, acidity and aroma. In a world where consumers increasingly chase brightness and clarity, the genetic architecture behind caffeine becomes a quiet partner in how far roasting and brewing can push without tipping the cup into harshness.

Terpenes, by contrast, are the aromatic storytellers. They can read as floral, citrus, herbal, resinous, sometimes minty or spicy, and they often act at extremely low concentrations. The terpene synthase family is large and versatile, and in Arabica its expression is again mosaic, with contributions from both subgenomes. This helps explain why certain lineages and certain origins can feel as though they possess a genetic “accent” that processing and roasting can amplify but rarely invent from scratch. When a Gesha cup throws jasmine, bergamot and ripe stone fruit across the room, it is not only terroir and craft; it is also a set of inherited catalytic potentials that make particular volatile pathways easier to access.

Then there are lipids—often overlooked by managers until a defect complaint arrives, yet essential to quality perception. Fatty acids influence mouthfeel directly, and they influence aroma indirectly by shaping the reservoir of precursors and the physical behaviour of volatiles during brewing: how they partition, how they linger, how they ride the crema or vanish. Fatty acid desaturase activity shifts the balance between saturated and unsaturated components, which in turn influences fluidity in biological membranes and the lipid profile stored in the seed. Again, Arabica’s two-subgenome nature provides extra copies and potentially divergent regulation.

So Arabica’s sensory richness is, at least in part, a polyploid dividend: not because the genome doubled and instantly created “better flavour”, but because doubling created redundancy, and redundancy allowed fine-tuning. Yet this same evolutionary path came with a steep cost: an astonishing series of bottlenecks that squeezed diversity long before humans ever selected a tree. The genomic reconstruction identifies a major bottleneck beginning around 350,000 years ago, lasting until roughly 15,000 years ago, when climatic conditions improved at the start of the African humid period. A second, more recent bottleneck began around 5,000 years ago and persists to the present in wild populations. If you are responsible for a supply chain, this is not abstract history. Bottlenecks mean limited adaptive capacity. They mean fewer alleles to draw upon when temperatures rise, pests spread, or rainfall patterns shift.

The story then tightens further. Within Arabica, the split between the wild population and the lineage that would seed modern cultivars is estimated at around 30,500 years ago, followed by thousands of years during which the two populations still exchanged genes—migration continuing until roughly 8,000–9,000 years ago. This is a remarkable insight because it suggests that “wild” and “cultivar progenitor” were not cleanly separated worlds; they were neighbours, trading alleles across a landscape that may have included both sides of the Great Rift Valley. It also opens a provocative possibility raised by the authors: that the end of migration might align with rising sea levels and the widening of the Bab al-Mandab strait between Africa and Yemen, severing a corridor that could once have been narrower or even intermittently passable.

That brings us to the human chapter, which is often told as romance and smuggling but is better understood as another bottleneck layered on top of biological fragility. Arabica cultivation was initiated in fifteenth- to sixteenth-century Yemen, and the cultivated world that followed was built on astonishingly few founders. Around 1600, a tiny cache remembered in lore as the “seven seeds” left Yemen and established Indian lineages. A century later, Dutch cultivation in Southeast Asia set up the founders of the contemporary Typica group, while French cultivation on Bourbon (Réunion) descended from a single surviving plant, forming the Bourbon group. It is difficult to overstate what this means: much of what the world calls “classic Arabica quality” is the sensory expression of a genetic narrowness that survived by luck, logistics and human preference.

From a sensory standpoint, those historical funnels did something else: they created coherent flavour lineages. When roasters describe Bourbon as “sweet, rounded, balanced” and Typica as “clean, elegant, sometimes brighter”, they are often drawing from thousands of sensory memories. But those memories may be tracing, indirectly, the consequence of founder effects—of which alleles happened to survive Yemen, the “seven seeds”, the greenhouse in Amsterdam, the ship to the Caribbean, the single plant on Bourbon island. These are not merely travel anecdotes. They are genetic filters that altered the available palette of enzymes, the ratio of subgenome contributions, and the likelihood that certain aromatic or metabolic pathways are robust under stress.

And stress is the recurring antagonist. Arabica’s narrow diversity makes it susceptible to pests and diseases, most notoriously coffee leaf rust, Hemileia vastatrix. In the early twentieth century, a spontaneous hybrid between Canephora and Arabica was identified on Timor in 1927, resistant to leaf rust, and it became one of the most consequential genetic events in modern coffee breeding. The industry often narrates this as a rescue story—and it is—but every rescue comes with trade-offs. Introgressions from Canephora can deliver resistance, yet they have also been associated with unwanted side effects, including decreased beverage quality.

Here, genomics adds resolution to what cuppers have long suspected. The study shows that introgression in Timor-hybrid-derived lines occurred almost exclusively within the Canephora-derived subgenome portion of Arabica (the subgenome inherited from Canephora), forming large genomic blocks that can cover roughly 7–11% of the genome in those lines. These are not subtle single-gene edits; they are sizeable inherited segments, young enough in evolutionary terms that recombination has not yet broken them into fine-grained fragments. When a breeder says “this cultivar has Timor”, genomics clarifies what that means: there are substantial regions where the flavour-relevant metabolic background may also shift, because resistance does not arrive alone.

The resistance locus on one chromosome region contains clusters of genes associated with immune responses—homologues of known resistance-related families, including arrays of genes analogous to RPP8-like resistance loci, regulators such as CPR1 homologues, and kinase families linked to rust resistance in other crops. Even without turning this into a catalogue, the principle is clear: disease resistance often involves gene clusters, duplication, and regulatory networks that can be metabolically expensive or pleiotropic. A plant that holds the immune system on a tighter trigger may allocate resources differently during seed development, and those reallocations can ripple into bean chemistry. That does not doom quality; it reframes quality management as a multi-variable optimisation problem rather than a moral judgement about “good genetics” and “bad genetics”.

Yet Arabica’s genome has another, subtler generator of variation: homoeologous exchange, a process where the two subgenomes occasionally swap segments. Arabica generally behaves with disomic inheritance, pairing homologous chromosomes as if it were diploid, but because the subgenomes are similar, occasional exchanges can occur. The study finds remarkably concordant exchange patterns shared across wild and cultivated Arabicas, including a fixed bias at one end of chromosome 7 toward the eugenioides-derived subgenome, possibly selected to maintain compatibility between nuclear genes and the eugenioides-derived chloroplast genome. In plain terms, Arabica may have edited itself early on to ensure that the nuclear instructions match the chloroplast machinery—an invisible compatibility fix that helped the hybrid persist.

More intriguingly, the work reports a broad bias in many accessions toward allele ratios favouring the Canephora-derived subgenome in other regions, with the authors suggesting that, in a low-diversity polyploid such as Arabica, homoeologous exchange could be a major contributor to phenotypic variation among closely related accessions. This is a powerful idea for anyone trying to reconcile the paradox of Arabica: how can something so genetically narrow still show such sensory diversity across origins and cultivars? Part of the answer may be that the genome is not static even when diversity is low; it can reshuffle inherited components between subgenomes, generating new expression mosaics without needing vast numbers of new mutations.

Now, add geography. The genomic sampling of wild and cultivated accessions points to a split along the Eastern versus Western sides of the Great Rift Valley, with cultivated variants placed with the Eastern population. Wild accessions from the Gesha region appear as a hotspot of material genetically close to the hypothetical wild parent of cultivated Arabica, with admixed individuals acting as intermediates. This gives the Gesha name a deeper resonance: not only a modern sensory icon, but also a geographical node in Arabica’s pre-domestication genetic landscape. When the market pays extraordinary premiums for Gesha, it is responding to a sensory signature that may reflect ancient admixture and a particular arrangement of inherited metabolic capacities, preserved through historical chance and then amplified through contemporary selection.

All of this leads to an uncomfortable, practical conclusion: Arabica’s global success was built on a very small evolutionary and historical foundation, and that foundation is being asked to hold more weight than ever before. Climate change is not merely a yield problem; it is a flavour stability problem. Heat alters bean development speed, shifting sugar accumulation, organic acid balance and volatile precursor formation. Pathogen pressure alters plant allocation and can force breeders toward introgressed resistance that may, depending on how it is managed, reshape cup profiles. And the industry’s traditional approach—treating genetics as background and processing as foreground—becomes increasingly risky when the background is this constrained.

The genomics does not tell us that “Bourbon tastes like X because of gene Y”. That level of determinism is neither scientifically fair nor operationally useful. What it does offer is a map of constraints and opportunities. It shows that Arabica’s two subgenomes coexist without obvious global dominance, yet within key metabolic gene families the contributions are patchy and dynamic. It shows that population history includes multiple bottlenecks that explain why modern diversity is low even in wild accessions. It shows that the domestication pathway did not begin from a broad, diverse wild pool but from an already squeezed lineage, and that the spread through Yemen and beyond introduced further founder events that shaped today’s cultivar landscape. It shows that resistance introgression is, at genomic scale, substantial and structured, not a tiny adjustment. And it suggests that homoeologous exchange may provide an internal engine of variation, perhaps one of the few available in a species where classic diversity is scarce.

For decision-makers, the sensory implication is not that we should fear genetics, but that we should manage it with the same seriousness we apply to roasting curves, fermentation protocols or equipment calibration. If a cultivar’s aromatic potential is partly a consequence of terpene synthase family expression mosaics, then agronomy and post-harvest handling become the arts of revealing that potential rather than manufacturing it. If caffeine pathway genes and lipid profiles vary subtly across lineages and introgressed backgrounds, then extraction and roast development should be tuned with a clearer awareness that “Arabica” is not one chemical template. If disease resistance is delivered through large introgressed blocks, then quality evaluation should shift from binary judgements (“Timor tastes bad”) to structured sensory and chemical profiling that identifies which blocks, which backgrounds and which environments can carry resistance without sacrificing cup character.

And for those of us who teach coffee, this story offers something even more valuable than facts: it offers a narrative that is scientifically grounded yet emotionally legible. Every cup becomes an archaeological artefact. The sweetness in a Bourbon is, in part, the echo of a single plant surviving on an island. The clean clarity of a Typica lineage is, in part, a botanical passport stamped in Yemen, India, Java, Amsterdam, the Caribbean. The jasmine lift of a Gesha is, in part, an ancient genetic conversation across the Rift Valley. The resilience of a rust-resistant cultivar is, in part, a young block of Canephora-derived genome riding inside Arabica’s elegant but fragile architecture. And the entire edifice rests on a rare evolutionary event—two genomes choosing coexistence over conflict—followed by a chain of bottlenecks that should, by rights, have narrowed possibility to near silence, yet somehow still left enough space for complexity, beauty and surprise.

There is a final twist, and it is perhaps the most sobering. The same genomic work that celebrates Arabica’s harmonious subgenome coexistence also underlines how perilously thin the margin is. In a future of higher temperatures, shifting rain, expanding pest ranges and increased market volatility, the industry will not be saved by nostalgia for classic lineages alone. It will be saved by an applied science mindset: using genomic tools to understand heritage, using breeding and selection to widen adaptive capacity, and using sensory science to ensure that resilience does not mean the end of delight. Arabica was born from an improbable hybridisation and survived through improbable human history. Our task now is to ensure that improbability does not run out.

Arabica Coffee Drives Economic Development in Tiengan Ward

Vietnam—Qahwa World

Ward in Son La Province, northern Vietnam, is gradually becoming a center for high-quality Arabica coffee production. Coffee plantations are helping local residents increase their incomes and escape poverty. In 2025, the area is focusing on high-yield varieties, modern technologies, and cooperative farming models.

Just a few minutes from the provincial center, the green and productive Arabica coffee plantations of Tiengan Ward thrive. Thanks to an elevation of over 900 meters above sea level and a mild climate, the local coffee is known for its rich aroma and light acidity, making it suitable for specialty coffee production.

As of 2025, coffee plantations in Tiengan cover more than 350 hectares, with over 80% planted with high-yield Arabica. Yields reach 1518 tons per hectare, 1012% higher than during 20202023, reflecting changes in approaches to rural economic development.

Nguyen Van Tuan, Chairman of the People’s Committee of Tiengan Ward, Son La Province, stated: “Arabica is regarded as a key crop, with a focus on organic production and the renewal of varieties to improve both quality and local incomes.”

Ka Thi Thuong, the head of Tam Quynh Village in Tiengan Ward, was among the first to successfully switch to high-yield Arabica. She said: “The village covers 772 hectares. On average, about 8 tons of Arabica are harvested per hectare. This year’s yield was particularly high: the majority of families earned more than USD 3,800, while some earned over USD 38,000.”

Beyond Thuong’s family, more than 700 households in Tiengan rely on coffee for income, earning 120150 million VND annually, contributing significantly to the local economy.

Today, Son La Province is the largest center for Arabica coffee in Vietnam, with over 20,000 hectares of plantations, representing nearly 60% of all Arabica-growing areas in the country. The “Son La Arabica” brand is gradually gaining national recognition, from coffee competitions to exports.

Vuong Van Hai, chairman of the provincial tea association, said:

“Son La focuses on producing high-quality specialty coffee and developing the sector according to geographical indications, while strictly adhering to quality standards and environmental requirements.”

Coffee not only generates income but also drives the development of primary and advanced processing, trade, and agrotourism, creating stable jobs for local residents.

Tiengan Ward aims to build a closed-loop “coffee economy” that combines environmental protection with sustainable development. One of the key initiatives in 2025 is the adoption of modern technologies in coffee cultivation: smart drip irrigation systems, the use of organic biofertilizers, and selective harvesting. These measures help achieve more uniform bean quality, higher sugar content, and consistent flavor.

From the first coffee trees planted on hillside slopes to today, Tiengan Ward is steadily moving toward a more prosperous economic future. Coffee beans have become a symbol of renewed thinking and confidence in modern agricultural development. As local farmers continue to tie their future to Arabica, the story of “prosperity from the mountains” is increasingly visible in the lush greenery of Tiengan’s coffee plantations.

Russia Sets Record for Brazilian Coffee Imports

Moscow – Qahwa World

Russia significantly increased its imports of coffee from Brazil between January and November, with the total value reaching nearly $390 million — the highest level recorded to date, according to official Brazilian statistics.

Since the beginning of the year, Brazilian coffee shipments to Russia amounted to approximately $392.6 million, compared with about $232.3 million over the same period last year, highlighting a sharp expansion in bilateral trade within this segment.

Import volumes also rose in physical terms, totaling 62.3 thousand tonnes, which represents a 13% year-on-year increase.

As a result of the higher purchases, Russia ranked 11th among the world’s largest importers of Brazilian coffee. Germany remained the leading destination with imports worth around $2.1 billion, followed by the United States at $1.8 billion and Italy at approximately $1.2 billion.

Other major markets for Brazilian coffee during the period included Japan and Belgium, as well as the Netherlands, Türkiye, and Spain, while China also featured among the top ten importing countries.

Luckin Coffee Explores Potential Acquisition of Blue Bottle Coffee

Dubai – Qahwa World

Chinese coffee chain Luckin Coffee is reportedly evaluating a potential acquisition of Blue Bottle Coffee, the specialty coffee brand majority-owned by Nestlé, as part of its strategy to strengthen its presence in the premium coffee segment.

Sources indicate that Luckin and its main investor, Centurium Capital, are pursuing moves to build a portfolio of premium coffee brands and expand their global footprint. This potential bid follows reports that Nestlé was considering selling its stake in the California-based Blue Bottle, which it acquired in 2017 for $425 million, valuing the company at roughly $700 million. Current estimates suggest the brand could now be sold at a lower price.

Blue Bottle Coffee operates over 100 boutique cafés in the United States and East Asia, including 12 locations in mainland China and four in Hong Kong.

In addition to Blue Bottle, Luckin and Centurium are said to be exploring a bid for Lucky Ace International Ltd., the holder of master franchise rights for Japanese specialty chain % Arabica in China and Hong Kong. % Arabica currently runs 84 outlets in mainland China and 15 in Hong Kong.

Centurium Capital, which had previously shown interest in Coca-Cola’s Costa Coffee, appears to have shifted focus toward the Luckin expansion strategy.

Luckin Coffee, China’s largest coffee chain with more than 29,000 stores nationwide, significantly outpaces its nearest competitor, Cotti Coffee. Centurium became Luckin’s controlling shareholder in January 2022, holding over 50% of voting rights, following previous investments that helped the company recover from accounting issues and restructure debt.

Beyond China, Luckin has expanded internationally with 68 stores in Singapore, 45 in Malaysia, and five in the United States. CEO Jinyi Guo announced in November 2025 that the company is preparing for a new public listing in the United States.

Historic Sale at Cerrado Mineiro: Coffee Bag Fetches $38,500

Patrocínio, Brazil – Qahwa World

A bag of specialty coffee from Brazil’s Cerrado Mineiro region has reached a record price of US$38,500 at the 13th Cerrado Mineiro Regional Award in Uberlândia, Minas Gerais. The lot, winning the Pulped Cherry category, was cultivated by Eduardo Pinheiro Campos of Fazenda Dona Nenem in Presidente Olegário and purchased by a consortium led by Expocacer, in collaboration with Veloso Green Coffee, Marex, and Nucoffee.

The runner-up bid of US$19,250 went to Louis Dreyfus Company for the champion of the Natural category. The strong competition reflects growing worldwide interest in Cerrado Mineiro coffees.

The Cerrado Mineiro Coffee Growers Federation confirmed that this is the highest amount ever paid for a coffee bag at an auction in Brazil. The auction raised a total of US$108,500 across nine lots, averaging US$12,000 per bag.

Eduardo Pinheiro Campos commented: “This achievement honors our hardworking team. It reflects years of dedication, awards, and excellence. Over the thirteen editions of this competition, we have reached the podium eleven times, showing consistent quality and commitment.”

Simão Pedro, President of Expocacer, added: “When buyers compete at this level, it demonstrates the global recognition of our quality, sustainability, and innovation. Expocacer is proud to lead Brazil’s coffee sector, proving that our specialty coffee sets benchmarks internationally.”

The 13th Cerrado Mineiro Regional Award showcased the best coffees of the 2025–2026 harvest in four categories: Natural, Pulped Cherry, Fermented, and Sweet Cerrado Mineiro. Expocacer members won first place in Pulped Cherry and shared first place in Sweet Cerrado Mineiro.

Forty percent of the auction proceeds (US$43,400) will benefit the Escola de Atitude project, which supports youth education and personal development in coffee-growing communities.

Highlights of Expocacer at the 13th Cerrado Mineiro Regional Award

Eduardo Pinheiro Campos – First place, Pulped Cherry (90.59 points)

Maria Soraia Guimarães – Third place, Pulped Cherry (89.18 points)

Guima Café – First place (shared), Sweet Cerrado Mineiro

About Expocacer
Founded in 1993 in Patrocínio, Minas Gerais, Expocacer is a cooperative of coffee producers supporting over 740 members. With modern facilities, including warehouses holding over one million coffee bags, the cooperative exports specialty coffee to more than 35 countries while promoting social and environmental initiatives.

UK Becomes Joe & The Juice’s Largest Global Market, Surpassing Denmark

Dubai – Qahwa World

Joe & The Juice has positioned the United Kingdom as its biggest market worldwide after an accelerated store rollout over the past year, overtaking its home market of Denmark.

The Copenhagen-founded brand added 16 new locations across the UK in 2025, bringing its total to 89 outlets nationwide. This places the UK ahead of Denmark, where the company operates 78 stores, and the United States with 74 locations.

The expansion includes a new flagship store in Manchester, along with first-time openings in cities such as Cambridge, Bath, and Bristol. Since entering the UK market in 2009 with a debut store on London’s Regent Street, the brand has steadily strengthened its presence across the country.

Jon James, Managing Director for the UK, said customer demand has exceeded expectations, with newly opened stores delivering strong performance. He noted that the positive response has reinforced confidence in further regional expansion across the UK.

Joe & The Juice now operates more than 460 stores in 23 international markets. In 2024, CEO Thomas Nørøxe stated that the UK could ultimately support up to 500 locations as part of the company’s broader ambition to reach 1,000 global outlets by 2029. Recent market entries include Turkey, Morocco, and Mexico.

The company has been majority-owned by New York–based investment firm General Atlantic since November 2023. Reports indicate that the firm is assessing the possibility of a US stock market listing for Joe & The Juice as early as 2026.

Coca-Cola Makes Last-Minute Effort to Revive Costa Coffee Sale Talks

London – Qahwa World

Coca-Cola is reportedly making a final attempt to keep negotiations alive over the potential sale of Costa Coffee, as discussions with its preferred buyer have slowed due to disagreements on valuation.

According to international media reports, talks between the US beverage group and London-based private equity firm TDR Capital have reached an impasse. TDR, the owner of UK supermarket chain Asda, was recently named the leading contender to acquire Costa Coffee. The proposed transaction would reportedly cover Costa’s UK and global operations, while excluding its approximately 300 stores in China.

Sources familiar with the matter indicate that Coca-Cola is seeking a valuation close to $2 billion for the 4,200-store coffee chain. This figure represents a significant reduction from the $4.9 billion the company paid when it acquired Costa Coffee in early 2019. A final decision on the future of the brand is expected before December 21, 2025.

In an effort to secure an agreement, Coca-Cola is said to be open to alternative deal structures, including the sale of a controlling stake rather than a complete exit.

The company began formally reviewing strategic options for Costa Coffee in August 2025. The move followed comments from outgoing Chief Executive James Quincey, who acknowledged to investors that the performance of the coffee business had fallen short of expectations and had not delivered the returns initially anticipated.

Several investment groups have previously expressed interest in Costa Coffee. These include US-based Bain Capital and China’s Centurium Capital, which owns Luckin Coffee. Other major private equity firms, including Apollo and KKR, are understood to have withdrawn from the process in recent months.

Coffee Quality Institute CEO Delivers Key Message to Global Coffee Community

DUBAI – Qahwa World

Michael Sheridan, CEO of the Coffee Quality Institute (CQI), delivered an important message to the coffee community and CQI members, reviewing the organization’s key achievements during 2025 and outlining future plans for 2026.

In his message, which coincides with the approaching year-end, Michael Sheridan highlighted a busy fourth quarter of 2025, marked by extensive educational outreach and strategic planning for the organization’s future.

Sheridan noted that the closing quarter was highly active, emphasizing CQI’s role in supporting a growing network of CQI Educators who are conducting coffee processing courses worldwide. The primary focus was on collaborating with both long-time and new partners on projects specifically designed to empower coffee producers.

Sheridan stated: “The three initiatives highlighted below delivered coffee education to more than 350 women coffee producers in Mexico and Colombia, and they don’t even tell the full story of our Q4 project work.”

These efforts underscore CQI’s core mission of creating educational opportunities for the producers who represent the heart of the industry.

Behind the scenes, the CQI team has been intensely focused on strategic planning for the next phase of its work. The organization expressed deep gratitude to its community for generous contributions, which are critical in determining the course for the future.

Consultation efforts spanned the globe, including:

Conversations with producers in El Salvador, Indonesia, Mexico, and Peru.

Hundreds of online surveys completed by producers, processors, traders, roasters, Q Graders, CQI Educators, and other stakeholders.

Dozens of personal interviews.

Sheridan affirmed: “We look forward to reporting back to you on what we heard and how we believe we can best serve CQI’s worthy mission together.”

Despite historic market volatility and massive disinvestment in economic development in coffee-growing regions, Sheridan reaffirmed CQI’s unwavering commitment to its foundational mission.

He said: “The year behind us has been marked by plenty of change and disruption in the coffee sector, and it hasn’t always been easy… Through it all, we have returned again and again for inspiration and orientation to our mission to improve the quality of coffee and the lives of the people who produce it. Against this backdrop, this work has never felt more important.”

Sheridan announced that the team will take a necessary rest period at the end of this month but plans to “hit the ground running in the New Year.”

Sheridan concluded the message by extending warm wishes on behalf of the Institute’s staff and board, saying: “I want to wish you all joy, good health, and peace this holiday season, and a great start to the New Year. And I know I also speak for everyone on the team when I say that I look forward to seeing you and working with you in 2026 to advance our mission together.”

It is worth noting that the Coffee Quality Institute is a non-profit organization dedicated to improving the quality of coffee and the lives of the people who produce it.

CQI CEO Michael Sheridan: 2026 Plans & 350 Women Producers Trained in 2025

World of Coffee Dubai 2026 Announces Largest Origin Participation in Event History

Key Highlights

  • Record-Breaking Participation: A record 76 producers are confirmed for the 2026 edition, marking the largest origin participation in the event’s history.

  • Most Diverse International Line-Up: Eight national pavilions will headline the most internationally diverse World of Coffee Dubai to date, including first-time participation from Kenya and Peru.

  • Export Growth Momentum: The announcement follows strong export performance, with Kenya’s coffee export volumes rising by 12% and Ethiopia generating USD 2.65 billion in revenue, reflecting strengthening Middle Eastern demand.

Dubai – Qahwa World

World of Coffee Dubai 2026 is set to deliver its most diverse and internationally representative edition to date, welcoming an expanded roster of origins, national pavilions, and producer organisations from across Africa, Latin America, and Asia.

Taking place from 18–20 January 2026 at Dubai World Trade Centre (DWTC), the fifth edition—organised by DXB LIVE, DWTC’s integrated event management and experiential agency, in collaboration with the Specialty Coffee Association (SCA)—reinforces Dubai’s position as the MENA region’s leading specialty coffee hub.

The 2026 event will host eight national pavilions, including Ethiopia, India, Saudi Arabia, Costa Rica, El Salvador, Panama, and Brazil, with Kenya and Peru joining the show for the first time. Returning origins such as Colombia, Guatemala, Indonesia, Mexico, and Rwanda will also participate with strengthened delegations, underscoring the event’s reputation as one of the world’s most comprehensive showcases of global coffee origins.

Record Producer Engagement and Direct Trade Focus

This year’s edition will welcome more than 76 producers, the highest number in the event’s history, reflecting the growing importance of Middle Eastern markets in shaping global coffee trade.

The Producers Village, a dedicated meeting hub where farmers, buyers, roasters, and importers connect directly, will feature 14 curated spaces highlighting a wide range of terroirs, processing methods, and farm-level perspectives from across the coffee belt. Several of these producers will also be featured in three daily coffee auctions, offering buyers access to rare micro-lots, experimental processes, and distinctive coffees not previously available in the region.

Complementing this strong producer presence, the exhibition will also welcome participation from leading national coffee boards and export bodies, including:

  • Associação Brasileira de Cafés Especiais

  • Instituto del Café de Costa Rica

  • Specialty Coffee Association of Panama

  • PROMPERÚ

  • Ethiopian Coffee and Tea Authority

  • Kenya Coffee Directorate

  • Saudi Coffee Company

Their involvement further enriches the show’s depth of origin representation and reflects growing global interest in the GCC’s specialty coffee landscape.

Middle East Demand Reshaping Global Export Trends

Across several producing nations, recent export trends show increasing alignment with Middle Eastern buyer preferences.

Kenya recorded a 12% rise in coffee export volumes in 2024, one of its strongest-performing seasons in recent years, with exporters reporting increased demand from Gulf-based roasters for both washed and naturally processed Kenyan coffees.

Ethiopia, Africa’s largest coffee producer, generated USD 2.65 billion (approximately AED 10 billion) in coffee export revenues during the 2024/2025 fiscal year, driven by growing demand for naturally processed and honey-processed coffees in both the UAE and Saudi Arabia.

Across Africa, coffee export volumes increased by 8% year-on-year in late 2024, reflecting broader international momentum behind the continent’s specialty-grade offerings.

These developments mirror the maturation of the region’s specialty coffee ecosystem, where roasters are increasingly embracing lighter roasting styles, seasonal single origins, and fermentation-led flavour profiles. This evolution has encouraged producers to prioritise Dubai as a long-term entry point into the Middle East, reinforcing the event’s role as a strategic platform where relationships, discovery, and direct trade meaningfully intersect.

Industry Perspectives

Shouq Bin Redha, Exhibition Manager of World of Coffee Dubai, said: “The scale and diversity of origin participation this year reflects a fundamental shift in the global coffee movement. Producers are no longer viewing the Middle East as a peripheral market; they are actively shaping their export strategies around it. The presence of first-time pavilions from Kenya and Peru, alongside expanded delegations from long-established origins, demonstrates how Dubai has become a true crossroads for global coffee trade—where quality, sourcing strategy, and business opportunity converge.”

Khalid Al Mulla, CEO of the Speciality Coffee Association UAE Chapter, added: “The specialty coffee community in the region has grown more sophisticated, more curious, and far more quality-driven. Roasters are seeking meaningful, long-term relationships with origin, while consumers are looking for diversity in flavour and story. Producers are responding with a level of engagement and investment we have never seen before. World of Coffee Dubai 2026 captures this moment, where global origin culture and regional demand are aligning in ways that are reshaping the future of the specialty coffee market across the Middle East.”

With strengthened origin representation, a record number of producers, and rising interest from both heritage and emerging producing regions, World of Coffee Dubai 2026 stands as a defining edition in the Middle East’s growing influence on the global specialty coffee landscape. The event continues to advance a more interconnected future for producers, buyers, and roasters across the value chain, reinforcing Dubai’s position as one of the world’s most significant destinations for specialty coffee.

Exhibitors can now secure their spaces for World of Coffee Dubai 2026, while early bird tickets for visitors are available through the official website.

About World of Coffee Dubai

World of Coffee Dubai (WOC Dubai) is the region’s premier coffee trade show, serving exhibitors and visitors seeking to engage with the Middle East’s rapidly growing coffee industry. The event features flagship attractions such as the Roaster Village, Cupping Room, SCA UAE National Championships, and Producers Village, bringing together producers, roasters, importers, coffee shops, hotels, and industry professionals from around the world.

About the Specialty Coffee Association (SCA)

The Specialty Coffee Association (SCA) is the world’s largest nonprofit, membership-based trade association for the coffee industry. Representing thousands of professionals globally, the SCA works to foster a thriving, equitable, and sustainable specialty coffee sector through collaboration, education, and innovation across the entire value chain.

About DXB LIVE

DXB LIVE is the integrated event management and experiential agency of Dubai World Trade Centre. Leveraging its creative, technical, and operational expertise, DXB LIVE delivers world-class exhibitions, conferences, festivals, and major corporate events, providing services for more than 100 major events annually and reinforcing its position among the world’s leading event companies

Arabica Coffee Prices Rise as Brazil Ships Fewer Beans

Dubai – Qahwa World

Arabica coffee futures finished the session higher, supported by a notable slowdown in Brazilian export activity and limited rainfall in major producing regions. Meanwhile, robusta prices edged lower as strong supply expectations continued to weigh on the market.

Market support for arabica strengthened after Brazil’s coffee export sector reported a sharp contraction in outbound shipments during November. Export volumes of green coffee dropped significantly compared with the same period last year, signaling tighter near-term availability from the world’s largest producer.

Weather conditions in Brazil added to price support. Rainfall in Minas Gerais, the country’s primary arabica-growing state, remained well below seasonal norms in early December, raising concerns about moisture levels during a critical stage of crop development.

In contrast, robusta prices faced downward pressure amid rising supply from Southeast Asia. Vietnam recorded a substantial increase in coffee exports in November, with cumulative shipments for the year also showing solid growth. These figures reinforced expectations of abundant robusta availability in the global market.

Recent price weakness earlier in the week was driven by revised production forecasts. Brazil’s official crop agency increased its outlook for the 2025 coffee harvest, pointing to higher overall output compared with earlier estimates.

Regulatory developments in Europe also influenced sentiment. Lawmakers approved a postponement of the European Union’s deforestation-related import rules, a move that is expected to allow continued coffee flows from several producing regions and ease short-term supply constraints for European buyers.

Stock movements offered mixed signals. Certified arabica inventories monitored by the ICE exchange rebounded from recent lows, while robusta stock levels declined further. In the United States, coffee inventories remain tight following reduced purchases of Brazilian coffee earlier in the year during a period of trade disruptions.

Looking ahead, production forecasts suggest robusta supplies will remain ample. Vietnam’s coffee output is projected to rise in the upcoming season, potentially reaching its highest level in several years if weather conditions remain favorable.

At the global level, export data indicate a slight slowdown in shipments for the current marketing year. However, international agricultural forecasts continue to point toward record worldwide coffee production in the next season, driven by expanding robusta output despite a modest decline in arabica production.

Coffee as Destination: Positioning Ethiopia’s Origins for Experiential Tourism

An interview with Musa Kedir CEO, Tourism Attraction and Product Development, Ministry of Tourism – Ethiopia

By Qahwa World × Buna Kurs

Coffee has long been Ethiopia’s most visible global export, yet its potential as a tourism experience remains largely untapped. While several coffee-producing countries have successfully transformed farms, processing sites, cupping rituals, and café culture into immersive visitor journeys, origin countries themselves have often underutilized this experiential dimension.

Ethiopia, the birthplace of Coffea arabica, holds a rare advantage. Coffee here is not only an agricultural product but a living culture—woven into daily life, social rituals, landscapes, and identity. Translating this depth into structured and sustainable tourism experiences represents one of the most promising frontiers for destination development.

During the Coffee Origins Trip (COT 2) organized by Kerchanshe and Oromia Tourism Commission, a diverse group of international buyers, roasters, social media storytellers, tourism executives, and sector leaders came together to experience Ethiopia’s coffee landscape firsthand. As part of this journey, Qahwa World and Buna Kurs sat down with CEO, Tourism Attraction and Product Development, Ministry of Tourism – Ethiopia, to discuss how coffee tourism fits into the national tourism agenda and what it will take to elevate coffee into a globally competitive tourism product.

Qahwa × Buna: How does the Ministry currently position coffee within the wider national tourism development agenda, and what opportunities do you see for formalizing coffee as a structured tourism product?

Musa Kedir: The Ministry has already recognized coffee as a key element within Ethiopia’s national tourism brand, “Land of Origins,” which positions the country as the birthplace of Coffea arabica. This recognition is also reflected in the revised National Tourism Development Policy, which explicitly emphasizes the development of niche tourism products.

Within this framework, coffee is viewed both as a core special-interest tourism product and as a supplementary experience that can enhance broader travel itineraries. This policy foundation creates strong opportunities to formalize coffee tourism through structured products, packages, and destination planning.

Qahwa × Buna: From a destination development perspective, what gives Ethiopia a unique competitive edge in coffee tourism compared to other producing countries?

Musa Kedir: Ethiopia’s advantage lies not only in having given the world Arabica coffee, but in the deep cultural attachment to coffee itself. Coffee in Ethiopia is an integral part of daily life.

The way Ethiopians prepare, serve, and share coffee reflects a living culture rather than a staged experience. This cultural intimacy is something no other coffee-producing country can replicate, and it provides Ethiopia with a uniquely authentic foundation for coffee tourism.

Qahwa × Buna: Which parts of the coffee value chain do you believe hold the strongest potential for experience design—farm level, processing, culture, heritage, gastronomy, trade, or a combination?

Musa Kedir: A combination of farm-level experiences, processing, culture, heritage, and gastronomy offers the strongest potential overall. Together, these elements allow visitors to understand coffee as a complete journey rather than a single moment.

Among these, a well-organized and customized combination of farm-level and processing experiences holds particularly strong appeal due to its uniqueness and attraction. These stages allow visitors to witness the transformation of coffee firsthand, which is central to meaningful tourism experiences.

Qahwa × Buna: Is the Ministry working on national guidelines, standards, or policy frameworks to support the growth of coffee tourism experiences such as farm tours, cupping sessions, processing visits, or heritage trails?

Musa Kedir: Based on the recognition of coffee as a potential niche tourism product, the Ministry has previously organized coffee-focused familiarization trips for media outlets and diplomatic communities.

More recently, recognizing the need for deeper strategizing, the Ministry has begun working with partners such as the Japan International Cooperation Agency (JICA) to identify Ethiopia’s major coffee-producing corridors. This work will support the development of well-organized coffee tour packages at the national level.

The Ministry also plans to organize a national coffee tourism awareness seminar that will bring together key stakeholders across the value chain, and it is working on comprehensive tourism destination and product development guidelines aligned with the revised tourism policy.

Qahwa × Buna: How does the Ministry view the role of major private-sector actors like Kerchanshe in shaping the future landscape of coffee tourism?

Musa Kedir: The Ministry has a strong belief in the vital role played by private-sector actors affiliated with the coffee industry.

This is why the Ministry collaborated in the recent coffee tour organized jointly by the Oromia Tourism Commission and Kerchanshe. Moving forward, the Ministry has also scheduled consecutive meetings with key coffee sector actors to facilitate brainstorming and discussions focused specifically on developing coffee for tourism.

Qahwa × Buna: What kinds of cross-sector collaborations are needed between tourism, agriculture, culture, trade, and regional governments to build a unified coffee tourism platform?

Musa Kedir: Because the coffee value chain is cross-sectoral by nature, it is critical for all stakeholders to reach a similar level of understanding in order to succeed in positioning coffee for tourism.

The Ministry is taking a catalyst role by creating platforms that bring stakeholders together and laying the foundation for strong collaborations that can endure into the future.

Qahwa × Buna: From what you have observed on this field visit so far, what strengths, innovations, or community stories stand out as directly translatable into tourism offerings?

Musa Kedir: The visit revealed that there are exemplary companies, such as Kerchanshe, that are aligned with national priorities to make coffee one of Ethiopia’s competitive tourism advantages.

These actors are taking the lead in showcasing meaningful experiences within their capacity. However, the visit also highlighted the need to further strengthen local community participation, improve readiness among local authorities, and better organize resources at the local level.

A shared understanding and collaboration among stakeholders is essential for the sustainable creation of a strong national coffee tourism culture.

Qahwa × Buna: How can coffee tourism support local community development, regional economies, and job creation across key coffee districts like Guji, Sidama, Yirgacheffe, Jimma, and Kaffa?

Musa Kedir: At present, coffee primarily serves its traditional commercial role. However, recent familiarization trips—particularly those led by Visit Oromia—have shown how tourism can be developed alongside existing coffee systems.

These initiatives can help create permanent economic advantages through tourism, including job creation and income diversification in key coffee-producing regions.

Qahwa × Buna: What narratives or storylines should Ethiopia prioritize when positioning itself internationally as the birthplace of coffee and a unique tourism destination?

Musa Kedir: It is critical to firmly engage in leveraging Ethiopia’s identity as the birthplace of coffee. Beyond that, creativity is required to transform everyday coffee culture into compelling tourism experiences.

Coffee culture in Ethiopia is deeply rooted and diverse across the country. Interpreting this heritage in a way that resonates with international travelers—both as a special-interest experience and as a complementary offering—is essential.

Narratives should focus on Ethiopia’s local coffee cultures and on organizing their interpretation into well-designed tourism products.

Qahwa × Buna: How does the Ministry plan to ensure that coffee tourism grows in an environmentally and culturally sustainable way?

Musa Kedir: The Ministry has only recently begun to systematically structure programs that position coffee for tourism. To ensure sustainability, it is preparing a comprehensive National Tourism Destination Development and Management Plan.

This plan will guide tourism development across the entire value chain, including coffee-related experiences, and will ensure environmental and cultural sustainability.

Qahwa × Buna: What level of investment or infrastructure development is required to elevate selected coffee-producing areas into international-standard tourism sites?

Musa Kedir: Most coffee corridors are already accessible, but as coffee tourism becomes more competitive, it will require basic infrastructure such as improved access within farms, accommodation facilities, and structured community collaboration.

While coffee farms are well organized for production, additional effort is needed to convert them into tourism experiences. This can best be achieved through collaboration among farm owners, government institutions, and tourism organizations.

Qahwa × Buna: What immediate next steps does the Ministry envision after this trip, and how might these insights shape upcoming MOT programs or national campaigns related to coffee?

Musa Kedir: The Ministry has already begun planning around coffee tourism and similar niche potentials. To ensure long-term and sustainable use, it will focus on redesigning model tourism packages that integrate coffee as both a special-interest experience and a complementary tourism offering.

These insights will directly inform upcoming Ministry programs and national tourism campaigns.

South Roastery: Where Dreams Are Roasted on the Fire of Passion

Sharjah – Ali Alzakary

On Maliha Road in Sharjah, where the spirit of authenticity meets the ambition of the future, and golden sands dance with the dreams of a new era, stands “South Roastery” as a true icon in the world of specialty coffee. My destination was not just a routine journalistic visit; it was an exploratory journey, a profound meeting with a pioneer of the scene, Mr. Ahmed Al Zaabi, Co-Founder and CEO. He welcomed us with his calm smile and a hot cup of coffee, opening a wide window into a world of passion and craftsmanship—a world born from a unique blend of Emirati and Saudi management in 2022.

  • The Coffee Majlis… Where Time Melts in the Cup

In a reception lounge meticulously designed with the architect’s care and the artist’s taste, not to be a loud, bustling cafe, but an intimate space for work and intellectual exchange—where the “rush” of daily life fades behind the warmth of the cup and the aroma of freshly roasted coffee—we held an extended coffee session.

The session was like a private “coffee majlis,” similar to those held in the desert under a sky dotted with stars, characterized by friendliness, transparency, and spontaneous laughter. During it, we discussed the pulse of a sector with a global market value exceeding $130 billion annually, from the remote crop alleys in the highlands of Yemen, Ethiopia, and Colombia, to the clamor of global markets and the New York and London exchanges. Mr. Ahmed presented his deep insights and analyses with utmost humility, insisting it was “just his point of view,” while in reality, it was an accurate and documented testimony from one of the most prominent players in an industry that produces over 10 million tons of coffee annually.

  • Cultural Maturity… From Passing Obsession to Sustainable Awareness

Al Zaabi, stirring his cup with a light, circular motion as tasting experts do, believes that the UAE coffee culture scene has moved past the naive beginnings and blind experimentation, reaching very advanced levels of development and maturity. This evolution, witnessed in the country over the last decade, has created an intensely competitive market with over 4,800 coffee shops in Dubai alone. However, at its core, it holds “immense opportunities for growth, prosperity, and income generation.”

The key, as he asserts with the confident tone of someone experienced, is not in imitating others or blindly replicating successful models, but in the “real and precise understanding of the market’s nature, its requirements, and the influencing factors, from demographic composition to changing consumer behavior.”

Al Zaabi believes that true gain is measured by an entirely different standard: “The important thing is not the amount of direct material gain at the end of the financial quarter, but the extent of people’s trust in the product you offer. This trust is the real capital, the hidden treasure that builds solid loyalty and true long-term success in a market that does not forgive the weak.”

Speaking about the specialty coffee wave that swept the region like a refreshing hurricane since the middle of the last decade, Al Zaabi confirms with the confidence of a seasoned analyst that this wave has “fully matured and reached a stage of stability.” It is no longer a mere “craze” following trends and social media fads; instead, it has transformed into a robust and deeply rooted culture, filtering out the fashion followers who came out of curiosity and retaining “those with genuine taste and an appetite for quality.”

This tangible maturation has clearly reflected on the quality of the coffee shops themselves and the elevation of their standards. Today, the Emirati consumer, especially the educated and well-traveled new generation, is “precisely capable of discerning the quality and true value of the coffee,” shifting from a passive recipient who drinks what is offered, to a conscious and interactive partner in evaluating the product and holding the service provider accountable.

  • Dubai and the Bidding Wars… Strategic, Not Just Marketing, Weight

The conversation smoothly shifted to the media buzz recently created by Dubai in the global coffee market—a buzz that ignited media outlets and social platforms. Starting with paying the most expensive recorded price for a kilogram of the rare ‘Geisha’ crop from Panama, where a Dubai cafe paid $604,080 for 20 kilograms of washed Geisha coffee from Hacienda La Esmeralda farm in Boquete, Panama, and extending to the fierce competition to offer the world’s most expensive cup of coffee, where the price jumped from $680 to $1,000 within two months.

Al Zaabi, smiling knowingly about the city’s nature, believes that for Dubai, as a global destination for excellence and pioneering in various fields from real estate to hospitality, coffee could not be far from this relentless pursuit of record numbers and entry into the Guinness World Records. He does not see any fundamental harm in this competition, despite its occasional oddity, to the spirit or values of the industry. Instead, he views it as a clever kind of marketing and promotional momentum that adds wide fame to the region as a whole, places the UAE on the global coffee lovers’ map, and gives a specific demographic—the one passionate about distinction, exceptional experiences, and financially capable of undertaking these adventures—its private space for enjoyment and showing off.

  • Resilience of Will… Global Balance Challenges and 2026 Preparedness

The discussion did not overlook the immense challenges that have cast heavy shadows over the global scene in the past two years. Specifically, we talked about the confusion of customs tariffs and trade wars between major powers, the severity of climate change that poses an existential threat to major crop regions in Brazil, Vietnam, and Colombia (Brazil’s production dropped by 25% in the 2024 season due to drought), and the consecutive disruptions in supply chains and maritime shipping that raised costs by 30-50% on some routes.

Al Zaabi sees that the UAE, thanks to its unique geographical location as a gateway between East and West, its globally recognized logistical leadership, and the wisdom of its prudent leadership, has managed to build a solid, fortified wall around the local sector: “Thanks to its wise and proactive policy, the availability of a wide and diverse strategic stock of various varieties and crops, and an extended network of commercial relationships, the UAE has managed to overcome the global market storms with superb skill and exceptional flexibility.”

While clearly acknowledging that the overall direct impact of the challenges was relatively limited on the local market and did not leave deep scars on final consumer prices or product availability, as an expert observer who misses no subtle market details, he cautiously pointed out that the accumulated pressures related to climate change and increased shipping and transport costs “may reveal themselves more clearly in the coming year, 2026.”

This is an explicit, implicit signal of the necessity to prepare and anticipate tangible fluctuations in the prices and quality of some major crops, reflecting a deep and well-considered foresight into global market volatility and its delayed effects.

As for the “Matcha” green wave that recently swept cafes and sparked widespread debate about the future of coffee, Al Zaabi, with the confidence of coffee’s deep roots, affirmed an unshakeable truth: “Coffee will remain coffee.” He noted that the Matcha wave, despite its momentary appeal, has already begun to recede and fade, leaving coffee, forever, as the undisputed queen of hot beverages.

  • South… From Roastery to Integrated Factory with Promising Asian Horizons

“South” is not just an ordinary roastery selling bags of coffee; it is, as Al Zaabi proudly describes it, “an integrated factory” focused on high quality and excellence in all stages of production, from selecting green beans to roasting, packaging, and distribution.

After achieving remarkable and astonishing success in the local market in just two and a half years, the company is now seriously considering possibilities for geographical expansion outside the UAE borders. Surprisingly, Al Zaabi clearly indicated that the expansion is not primarily targeting neighboring Gulf markets, as some might expect, but is ambitiously heading toward the rising and promising Asian markets and some emerging East African markets, where Al Zaabi sees huge growth potential and a consumer segment hungry for quality.

With cautious and measured optimism, he predicted a tangible presence for “South” in these new markets perhaps by the end of 2026 or early 2027 at the latest, with a clear plan for gradual opening and building trusted local partnerships.

  • South Academy… Investing in Minds Before Machines

As a true investment in the distant future, Al Zaabi stressed with clear enthusiasm the importance of continuous training and development, considering it “an urgent need, not a luxury or an optional extra that can be postponed,” especially in a fast-paced world witnessing continuous evolution in modern technologies, barista skills, and the arts of preparation and addition (over 20 new methods for preparing specialty coffee have emerged in the last five years).

It is for this precise reason, and from this deep belief in knowledge, that the “South Training Academy” was established—an ambitious initiative whose main goal is not direct profit, but a higher, more comprehensive objective: “to enhance genuine craftsmanship, spread the culture and respect of the profession, and strengthen knowledge and experience exchange among sector workers.”

The academy, which opened in early 2025, has so far welcomed over 300 trainees of various nationalities and backgrounds, offering internationally accredited specialized programs ranging from foundational courses for beginners to advanced workshops for roasting and tasting professionals.

  1. Major Events… Civilizational Convergence and Elevating Collective Taste

In conclusion of this rich and engaging interview, which extended for over three continuous hours, Al Zaabi affirmed with a voice full of passion the pivotal and decisive role of the large-scale coffee events generously hosted annually by the UAE, foremost among them the “World of Coffee Dubai” exhibition, and the national and regional coffee championships that witness fierce competitions among the brightest names.

He bets, with all the confidence of a strategic planner, on these periodic gatherings as “one of the most important factors for the prosperity of the local market and the development of the industry in general on both the regional and global levels.”

These vital platforms far surpass being mere commercial marketplaces or exhibitions for buying and selling; they become radiant focal points for knowledge, culture, and creativity. They are genuine arenas for the convergence of different civilizations and the exchange of rich experiences among the elite of the global coffee industry, a forum where public taste is enriched and elevated, and young baristas’ skills are honed to confidently keep pace with the latest trends and the finest arts of preparation and creativity in the ever-renewing world of coffee.

These events, with their majestic international presence and high-caliber professional organization, confirm to the whole world that the UAE is not just a commercial transit point or a consumer market, but a living intellectual laboratory and a center of civilizational radiation that continuously raises the status of coffee, transforming it from a mere commodity into a deep-seated cultural value and a human heritage worthy of celebration and appreciation.

“Smile, Roasted in Sharjah” – this simple, yet profound, slogan accurately summarizes the spirit of the roastery that innovates daily and bravely redefines the coffee experience through a magical blend of high craftsmanship, intense passion, and insistence on excellence, confirming to everyone that coffee in the UAE is not just a passing morning drink, but a mature, deeply rooted culture and a promising future whose chapters are being written today on the land of Sharjah, one coffee at a time, one cup at a time.

Click here to visit South Roastry site