Category: Interview

Anatoly Gorbunov Reveals to Qahwa World the Story Behind the World’s Most Expensive Cup of Coffee

Posted on by Qahwa World

Dubai – Ali Alzakary

In September, Dubai witnessed an event that captured the attention of the global coffee community. The café chain Roasters Specialty Coffee House entered the Guinness World Records for setting a new global milestone — the world’s most expensive cup of coffee, priced at USD 680.

Behind this achievement lies not just an expensive beverage but a story of passion, persistence, and a pursuit of perfection. In an exclusive interview with Qahwa World, Anatoly Gorbunov, the General Beverage Director of the group, shared how this record was born.

From an Idea to a Dream

“It all began with our dream to obtain Esmeralda coffee from Panama,” recalls Anatoly. “This variety is considered one of the rarest and most expensive in the world. For several years, we tried to win it at auction, but each time the beans went to other buyers.

In January, our founder and CEO, Konstantin Harbuz, told me, ‘I want us to get this coffee, no matter what it takes. Use all your contacts.’

Anatoly adds, “It took less than a week of calls and searching before I found someone who had a small amount of it. After long negotiations, we bought three kilograms of this rare coffee, despite its high price—we wanted it badly, and we got it.”

A Special Presentation for a Special Coffee

“We introduced this coffee to the menu at one of our central branches on the Boulevard and planned every detail: handcrafted double-glass cups, a special dessert designed to match the coffee’s flavor profile.

Guests cannot order Esmeralda immediately — it must be reserved at least a day in advance. We invite our head roaster, and the preparation takes place right in front of the guest, as an individual, personalized service. Everything is accompanied by a story about the coffee’s origin, its rarity, and what makes it exclusive. It’s a true coffee performance.”

The Road to the Guinness Record

“In April, we started selling Esmeralda. At the end of the month, during one of our meetings, the idea came up: why not make all of Dubai hear about it? That’s when we decided to aim for a Guinness record,” says Gorbunov.

The team contacted the Guinness World Records organization. After verification, it turned out that the existing world record belonged to a coffee priced at only USD 140.
“We realized we had a real chance,” he explains.

To register the record, it was necessary to prove the price and justify it. “You can’t just make a cup of coffee and say it costs a million. We provided all the required proof — purchase receipts, auction results, reports from the point-of-sale system confirming real sales, and statements from independent witnesses.”

A Coincidence That Became Destiny

The record attempt was scheduled for August. It coincided with an important event — the annual Panamanian auction.
“I suggested we wait for the results. And indeed, the Esmeralda farm won in three categories and set a new record — about USD 30,000 per pound. It was perfect confirmation of the coffee’s value. We set the date — September 13.

That day, an official inspector arrived at our café. Everything took place under the supervision of two independent witnesses. Each detail was checked, every receipt confirmed. After the process, the inspector handed us the world record certificate. It was a historic moment for the entire team.”

Dubai on the Coffee Map of the World

“Following the event, we were honored to receive congratulations from Mr. Khalid Al Mulla., Chairman of the Specialty Coffee Association of the UAE,” Anatoly recalls. “He congratulated us and said this achievement was not only for our brand but for all of Dubai. The city officially entered the history of the global coffee industry.”

After that, dozens of media outlets wrote about Roasters Specialty Coffee House, and interest in Esmeralda increased dramatically.
“We were officially allowed to use the Guinness logo for six months — a rare right, since it’s a registered trademark. We placed it on our packaging, displayed certificates in all our branches. The result was enormous: brand awareness grew, guest traffic increased, and Esmeralda sales rose. People came specifically to try ‘the coffee from the Guinness Book.’”

Impact on the Team and the Industry

“For us, it wasn’t just a marketing success,” notes Gorbunov. “It changed the atmosphere inside the company. People felt proud and motivated. We started receiving many applications from those who wanted to train with us. We have a strong training program and our own academy, where baristas receive professional education.

We also organize internal competitions to discover new talents. It motivates the team and strengthens our collective spirit.”

The Pursuit of Perfection Continues

“We are not stopping with Esmeralda. Our menu already includes exclusive varieties — Colombia Wush Wush and Tutti Frutti. We are negotiating with a Japanese company that owns farms in Costa Rica, one of which has received the Cup of Excellence title.

We regularly buy coffee from Yemen and keep track of Jamaica Blue Mountain, one of the rarest coffees in the world — about 95 percent of Jamaica’s harvest goes to Japan. Our goal is to always have this coffee available in our cafés.”

“We also plan to participate in future auctions in Panama and Yemen, as well as those to be held in January during the World of Coffee Dubai exhibition,” he adds.

From Dubai to the World

Today, the network has nine operating branches in Dubai, and the tenth will open at Dubai Hills next week. By the end of the year, Roasters plans to open twelve cafés in total.
“We are preparing to expand into Abu Dhabi, Hong Kong, and London, and we see Saudi Arabia as a promising franchise market. We want Roasters to become a symbol of quality, innovation, and passion for coffee at the international level,” concludes Anatoly Gorbunov.

Breaking the Commodity Trap: A Conversation with Burke Campbell on Coffee, Sovereignty, and Nation Building

Posted on by Qahwa World

Dubai – Ali Alzakary

Coffee is more than a morning ritual—it’s a global industry steeped in history, power dynamics, and untapped potential. In this riveting interview, Burke Campbell, a Cree-Métis Canadian who traded the oil sands of Alberta for the coffee farms of Honduras, shares his journey of connecting the dots between resource extraction, economic sovereignty, and sustainable development. From his personal awakening to the parallels between Canada’s Indigenous communities and Honduran coffee farmers, to his groundbreaking work bridging Yemen’s ancient coffee legacy with modern markets, Burke’s story is one of resilience, vision, and a relentless pursuit of equity. Join us as we dive into this compelling conversation about redefining coffee’s future by reclaiming its past.

Growing up Cree with a father who worked in oil sands must have given you a unique perspective on resource extraction. What was that moment when you realized you needed to leave all that behind and head to Honduras to work in sustainable development?

It wasn’t a moment. It was a slow awakening that took years to understand.
Here’s what people don’t know about my father working in the oil sands: those oil sands are our family’s traditional trapline. That’s where my father was raised as a child, where our family sustained ourselves for generations. That land is ours. Except it isn’t anymore. My family ended up there after a series of forced migrations, and then my father ended up working the industry on his own ancestral land.
But here’s the deeper wound: my people weren’t even invited to participate. My father became the first Indigenous general foreman across any of the trades working there, and that was only possible through deep identity issues he carried. The cost of entry was losing pieces of himself.
My mother planted different seeds. She wasn’t Indigenous, but she was a social worker in Alberta who dedicated herself to working directly with Indian bands across Northern communities. Before I turned 12, we’d moved through so many of these communities that I witnessed firsthand what it looks like when your own land is developed without you, when you’re excluded from the systems built on top of what was yours, when the few who do manage to participate pay for it in ways that don’t show up on a paycheck.
So I grew up understanding both sides. My father showed me what it costs to participate in systems that weren’t built for you. My mother showed me what happens to communities watching wealth being pulled from their land while they’re shut out.
When I first arrived in Honduras, I was still incredibly naive. I didn’t see the connection between those Northern Alberta communities and the coffee farmers I was meeting. But as I spent more time on farms, I started recognizing parallel patterns: producers excluded from the value their own land creates, outside buyers controlling terms, the few farmers who do break through into specialty markets having to adapt to systems that weren’t designed with them in mind, wealth flowing out while communities remain marginalized.
That’s when it crystallized for me. I realized I had a deep social responsibility as a Canadian to use everything I’d been given – my voice, my access, my passport, my understanding of these systems – not to perpetuate another commodity chain where producers are excluded from value, but to fight for my new community in Honduras. To make sure that coffee wouldn’t do to these farming families what oil had done to the communities my mother served.
I’m Cree-Métis. I understand what it means when outsiders arrive promising prosperity. I grew up watching what happens when your own land generates wealth that you’re never invited to share.

Starting fresh in a new country at 34 couldn’t have been easy. What was the toughest part of those early days in Honduras, and what kept you going when things got rough?

I first arrived when I was 28. By 31, I was married with one child, stepfather to two others, and uncle to five more who basically lived with me as my own. So it wasn’t just starting fresh in a new country. It was suddenly responsible for eight children in a place I barely understood.
The reality is that the last 17 years have been framed around me splitting my time between working in Canada and living in Honduras. Coffee has never really fully sustained my life. It’s helped, but I’ve had to do whatever it takes to make it work.
My kids kept me going. Doing anything I could to insulate them from all the problems that come from living in such a place. Usually at the expense of my own personal stability. The toughest part wasn’t the language barrier or the cultural adjustment or even the economic precarity. It was knowing that every decision I made, every month I spent working in Canada, every risk I took with coffee, directly affected whether these kids would have what they needed.
Then COVID hit, and I was forced to stay in Canada for two years. I couldn’t get back to Honduras, couldn’t be with my family. That separation could have broken everything. Instead, it became the time when I discovered Yemen.
I became obsessed. Started digging through Ottoman archives, genetic studies, historical texts, anything I could find about Yemen’s coffee. And something clicked. Suddenly I could see it – the common thread connecting Canada, Honduras, and Yemen. Three places that seemed completely unrelated, but they all shared the same story: communities excluded from the wealth generated on their own land, knowledge systems dismissed by outside experts, people forced to participate in economies designed without them.
Yemen gave me the framework to understand what I’d been doing in Honduras all along. It wasn’t just about better prices for coffee. It was about reclaiming narrative, restoring agency, proving that the old ways aren’t backwards – they’re the future, especially as climate change forces the industry to finally pay attention to what farmers have known all along.
But I wouldn’t change a thing. Those children gave me a reason bigger than myself. They’re why I stayed when it would have been easier to leave. They’re why I kept pushing into coffee even when it didn’t make financial sense. They’re why Yemen mattered so much – because I needed to build something that could work for them, for their community, for their future. Yemen showed me how.

Building Trust with Farmers

Building trust with farmers is everything in this business. How did you earn that trust with Honduran coffee growers, and what’s been the moment that made it all feel worth it?

Building trust is the hardest part. I’m still working on it. And honestly, I’ve started to question whether “trust” is even the right word.
I saw firsthand how even direct trade with farmers was inadequate. Sure, we could achieve a price differential for one season, but then my company would want to be there the next season and the next season and the next. I watched how that created its own dependencies, its own power dynamics. It takes much more than better prices.
Yemen showed me that you need to build eternal relationships. Cultivation is a practice that comes from deep human history. Basically everything we consume today was the result of hundreds or even thousands of years of people taking wild grains and beans and completely transforming them into something that could sustain us. That knowledge, that practice, that relationship with land and plant – it’s generational. It’s eternal.
So when we talk about “building trust,” we’re still operating within a framework where I’m the outsider who needs to earn something from them. That framing itself reveals the power imbalance. Just saying that I need to build trust with farmers denotes that there’s forever going to be some economic inequality where I have power that they don’t.
I don’t think I’ve even begun to complete my goal. Because the goal isn’t trust. The goal is true economic sovereignty for farming communities. Trust is just a placeholder word for something much bigger – the ability for farmers to control their own narratives, their own value chains, their own futures. Until that happens, I’m still part of the problem, even if I’m trying to be a better part of it.
So no, there hasn’t been a moment where it all felt worth it. Because “worth it” would mean I’ve arrived somewhere, and I haven’t. The work continues.

Weaving Yemen and Honduras Together

Working with Mokha Story as Technical Advisor for Yemen’s auction house sounds fascinating. How are you weaving together Yemen’s incredible coffee story with what’s happening in Honduras?

I’m following Latif’s lead and his dream. Everything starts there.
Yemen is basically the template for the whole global commodity system. Yemen had this incredible ability to cultivate coffee and created a monopoly over it that made coffee one of the most sought-after luxury items in the world. But then I watched how that same commodity system is now used as a weapon of sorts against all origin countries. Getting the raw form of coffee – and now many other products – out of nations and into other nations so those other nations can benefit from the secondary processing.
That’s when I understood what all origin countries need to do in order to achieve truly sustainable economies. What they need to do to develop.
The technology of processing raw coffee hasn’t changed since Yemen developed coffee roasting. It’s incredibly simple, and yet mysteriously so hard to achieve. Why? Because the system is designed to keep origins exporting green beans.
I see Yemen’s deep problems and Honduras’s deep problems as just a different flavor of economic control from abroad. And the only way to change that is to see that each nation’s problems all have a common thread. The approach to solutions might be different, but the diagnosis is virtually the same.
All nations that find their raw products completely extracted for other economies are missing out on true development at an exponential, almost incalculable scale.
What I’m doing with the auction house for Yemen, and what I’m trying to build in Honduras, comes from the same understanding: we’re not just moving coffee. We’re trying to reopen the world’s oldest coffee market, guided by trading protocols developed over hundreds of years. This isn’t new. This is the oldest coffee market in the world, and we’re reopening it.
The world needs balance. And these nations need voices that are all calibrated to understanding this common inequity. That’s how Yemen and Honduras connect – not through some romanticized sister-city partnership, but through the shared recognition that we’re all fighting the same system, just with different accents.

Opening Saudi Market Channels

Opening up $80 million in Saudi market channels – that’s incredible! Was there a particular conversation or breakthrough moment where you knew this was really going to happen?

It was Latif showing me that the Saudi coffee market is quite closed to Honduras, and Honduras has a deep capacity to be a major player in the Middle East.
Saudi Arabia imports 70,000 to 90,000 tons of coffee annually, spending over $1 billion. The market is growing at 6.5% annually and is expected to reach nearly $2.3 billion by 2028. But here’s what matters: Ethiopia dominates Saudi imports with a 77% share. Honduras, despite being the world’s seventh-largest coffee exporter, barely registers in that market.
And it all comes down to awareness, trust, and education.
I believe that Honduran coffee has a place as a pillar of supply in Saudi Arabia. Honduras produces 5.5 to 5.8 million bags annually – all Arabica, grown between 1,000 and 1,600 meters. We’ve built strong quality systems, we have 120,000+ coffee farms, and we’ve proven ourselves in demanding markets like Germany, Belgium, Italy, and increasingly South Korea since our 2020 free trade agreement.
But more importantly, I believe this relationship provides an alternative market for both Saudi Arabia and Honduras. Especially in these tumultuous times of great volatility within the coffee market.
Coffee prices hit record highs in 2025 – Arabica reached $4.41 per pound, the highest ever recorded. Climate change is devastating yields in Brazil and Vietnam, which together supply over 50% of global coffee. Droughts, frosts, erratic rainfall – these aren’t temporary disruptions anymore. FAO predicts 50% of current coffee-growing land could become unviable by 2050.
In this context, Saudi Arabia relying so heavily on Ethiopian supply is a vulnerability. Honduras represents geographic diversification, stable production, and established quality infrastructure. For Honduras, the Saudi market represents diversification away from over-reliance on the US and Europe, which together take over 60% of our exports.
When global coffee stocks hit 20-year lows and prices swing 70-90% in a single year, both producing and consuming countries need more options, more partnerships, more resilience built into the system. That’s what this is about – not just opening a market, but building the kind of relationships that can weather what’s coming.

The Most Mind-Blowing Discovery

Digging through Ottoman archives and genetic studies for coffee research – what’s the most mind-blowing thing you’ve uncovered about coffee’s real history?

It’s not one discovery. It’s how four separate revelations came together to show the same thing: that what we call “coffee history” is actually a perfectly documented catastrophe.
First, the genetics. In 2021, Christophe Montagnon’s team found that 57% of Yemen’s coffee belongs to a genetic cluster that exists nowhere else on Earth. Meanwhile, every cup of coffee outside Ethiopia and Yemen traces back to 20 to 50 individual plants taken between 1616 and 1723. The genetic bottleneck is so severe that global coffee has less diversity than most endangered species. Your morning cup is more inbred than a captive breeding program.
Second, the archives. Ottoman tax records from the 1630s documented multiple coffee varieties, different grades, elevation-specific types, processing methods tied to specific outcomes. They recorded an agricultural system so sophisticated that modern agronomists still struggle to comprehend it. This wasn’t primitive farming. This was biotechnology operating at the speed of seasons, refined over eight centuries.
Third, the legal theft. In 1612, the Dutch and Ottomans signed a capitulation agreement that made coffee trade perfectly legal. Which is the most damning part. This wasn’t piracy or smuggling or romantic adventure. It was systematic appropriation through proper channels, with contracts and receipts and official stamps. The Dutch spent ninety years learning everything they needed to know, then took just the narrow slice of genetics they could manage, leaving behind the diversity and the knowledge.
Fourth, the knowledge gap. Recent genetic research shows that what Yemeni farmers called “Udaini” or “Dawairi” weren’t stable genetic varieties in the modern sense – they were vernacular names encoding generations of cultivation knowledge tied to place, microclimate, processing methods. The names themselves were technology. When the Dutch took the plants without the knowledge, they captured seeds but not understanding. They achieved cultivation but not complexity. They produced quantity but not quality.
Here’s what’s mind-blowing: these four discoveries prove the same thing. The coffee industry was built on a genetic bottleneck created by legal extraction that documented its own crime while failing to steal the actual knowledge. We have the receipts. We have the genetic evidence. We have the archives showing what was lost. And we have an industry that’s now facing climate collapse because the diversity we needed was left behind, and the knowledge that could save us is dying in the mountains we’re bombing.
The Ottoman archives don’t just show what happened. They show that everyone knew what was happening, approved it through proper legal channels, and documented the destruction with bureaucratic precision. The catastrophe we’re facing now was built into the system from the beginning, recorded in triplicate, filed correctly.
That’s what keeps me up at night. Not that coffee’s history is theft – but that the theft was so thorough, so legal, so well-documented, that we convinced ourselves it was progress. And now the genetic poverty created by that “legal” appropriation threatens the entire industry, while the solutions sit in Yemeni farmers’ fields, encoded in knowledge systems that colonial archives carefully recorded before helping to destroy them.
We have the proof. We’ve always had the proof. We just preferred the pirate stories.

Traditional Methods as the Future

In your Yemen Coffee Book, you make a strong case that old-school farming methods are actually the future, especially with climate change breathing down our necks. What convinced you of that?

The moment I realized that Yemen had an answer for basically any sort of climate stress or disease stress. That answer might have taken a few generations to cultivate, but by the time we got to the 1600s, they were ready for anything the world threw at them. And each time it was an opportunity to utilize or develop an even better coffee. It was always about quality.
Look at what the Ottoman archives documented: varieties for high terraces where frost threatens, varieties for dry eastern slopes, varieties for valleys where heat pools. The Khawlan variety that survives on 200mm of rainfall annually – that’s less than Las Vegas gets. The Haraz cultivar that produces sweet cherries in near-desert conditions. The Bani Matar strain that resists coffee berry disease without any chemical inputs.
At any temperature, at almost any elevation, at any hint of disease – they had a variety ready. Not just to survive, but to excel. They weren’t selecting for maximum yield or ease of harvest. They were selecting for quality under stress. Which means they were accidentally breeding for exactly what we need now: resilience with excellence.
The proof isn’t just historical. It’s happening right now in competitions. The 2024 Best of Yemen auction set a world record – $1,159 per kilogram for the top lot. The average was $369 per kilo. That’s not sentimentality or storytelling premium. Those coffees scored over 90 points in blind cuppings by international judges. One scored over 90 points – that’s extraordinarily rare for any coffee, anywhere.
And here’s what’s most important: these aren’t isolated exceptional lots. The entire representation of coffees from Yemen that participate in competitions score at levels no other origin can match. You can’t describe any other coffee the way you describe Yemen – thick as jam, with complexity that sommeliers struggle to articulate. That density, that intensity, that’s what eight centuries of selection under stress produces.
Yemen grows coffee with rainfall levels that experts say make cultivation impossible – between 244 and 379 millimeters per year versus the 1,400 millimeters that’s supposedly minimum. The trees don’t just survive, they thrive. And they produce coffee that makes buyers from Saudi Arabia, Japan, Europe, the US compete in auctions, driving prices to levels that prove quality isn’t about inputs – it’s about knowledge.
When coffee leaf rust devastated Central America, resistant varieties had to be rushed from seed banks. But Yemen’s terraces? The farmers there tell stories about rust coming “like fire through the mountains” generations ago. Some trees survived. They planted from those survivors. Now their coffee “laughs at rust” – what scientists call horizontal resistance that took modern breeding programs decades to try to replicate.
Climate change is accelerating everything. Rising temperatures, erratic rainfall, new disease pressures – the coffee industry is spending billions trying to engineer solutions. Meanwhile, Yemen has been running these experiments for eight hundred years. Every variety they maintained was an adaptation to stress. Every generation of selection was training coffee to survive what’s now becoming universal.
The traditional methods aren’t backwards. They’re sophisticated biological science operating at the speed of seasons. What the Dutch took ninety years to approximate, what modern research stations struggle to replicate – Yemen had already perfected it by maintaining diversity, selecting under actual field conditions, and never losing sight of quality as the ultimate measure.
That’s what convinced me. Not romanticism about tradition, but data. Genetic studies showing unique adaptation. Auction results proving quality. Climate evidence showing Yemen growing coffee in conditions that will be standard as temperatures rise. The traditional methods work better than modern alternatives because they were developed to solve harder problems than modern coffee has faced – until now.
The future looks like Yemen’s past. We just need to admit it before it’s too late to learn from it.

The Yemen-Honduras Exchange Vision

Teaching Yemeni processing techniques to Honduran farmers is such a cool cultural exchange. How’s that going, and what changes are you seeing on the ground?

It’s a dream right now. But it’s the dream that drives everything I’m doing.
I have this completely idealist vision of bringing a coffee cultivator from Honduras to Yemen on a fact-finding mission. A diplomatic mission. A ceremonial mission. I want to film it, document it, and have that information deeply affect how everyone in the world cultivates coffee – to recalibrate the entire industry’s approach.
Think about what that would mean: a Honduran farmer, someone who’s been told their whole life that modern agronomic practices are “best practices,” standing on a Yemeni terrace that’s been producing coffee for 800 years with 200 millimeters of annual rainfall. Watching how varieties are selected. Learning why certain trees are kept even when they don’t produce much in good years – because they’re insurance for bad years. Understanding that what looks like chaos is actually sophisticated risk management.
The exchange wouldn’t be about transplanting techniques. You can’t just take Yemeni methods and apply them in Honduras – the contexts are different, the challenges are different. But the principles? The philosophy of cultivation? That’s what could transform everything.
Yemen developed coffee cultivation through constraint. Honduras has been taught to develop it through input – more fertilizer, more chemicals, more irrigation, more intervention. What happens when a Honduran farmer sees that the highest-quality, highest-value coffee in the world comes from the opposite approach? From less intervention, more observation, deeper understanding of what each variety needs rather than forcing all varieties to conform to one system?
I want to document a Honduran farmer learning from a Yemeni farmer whose family has been selecting coffee for thirty-seven generations. Not as some romanticized agricultural tourism, but as serious knowledge transfer between peers. The kind of exchange that should have happened 400 years ago but didn’t because colonial powers weren’t interested in learning – they were interested in taking.
This would be different. It would acknowledge that Yemen holds knowledge the rest of the world needs. That the “primitive” methods are actually advanced biotechnology. That climate change means we need to learn from people who’ve been farming in climate extremes for centuries, not from research stations trying to engineer resilience in controlled conditions.
The changes I want to see aren’t just in Honduras. I want this exchange to recalibrate how the entire coffee industry thinks about cultivation. To shift from “how do we make coffee fit our industrial systems” to “how do we work with what coffee has already learned through centuries of adaptation.”
So no, it’s not happening yet. But that’s the mission. That’s what all of this is building toward – creating the conditions where that exchange becomes possible, where it gets documented, where it changes how we think about coffee’s future by finally paying attention to its past.
The fact-finding mission I’m dreaming about isn’t just about finding facts. It’s about finding the future by learning from the people we should have learned from all along.

Five Year Vision

Fast forward five years – where do you see this Honduras-Yemen partnership, and how do you think it’ll change the way the world thinks about coffee?

This question has really crystallized for me, especially in the last year. I’ve moved beyond thinking it’s just about ensuring growers are fairly compensated. That’s each nation’s responsibility, certainly, but now I’m more focused on nation building in coffee communities all over the world.
In coffee communities everywhere, there are deep unemployment problems. And the true economic potential lies where it always does – in how they process their primary resources. How they can control and capture the wealth of roasted coffee. How they can do things their way.
In five years, I see this relationship playing out across all originations. There’s a deep exchange of knowledge, practice, understanding, and high-resolution support where we all help each other in pursuit of creating true national sovereignty and actual sustainable development.
Because relying on aid agencies whose help stops the moment nations want to industrialize this sector of their economy has proven that it will never achieve its goals. The goals of the northern sustainability complex do not align with the goals of the southern pursuit of sustainability and economic sovereignty.
What I envision is coffee-producing nations learning from each other, teaching each other their processing techniques, sharing their market development strategies, and supporting each other’s industrialization. Yemen teaching Honduras. Honduras teaching Ethiopia. Ethiopia teaching Colombia. Not waiting for permission from the North. Not accepting a model of development that keeps them permanently dependent on exporting raw materials.
This Honduras-Yemen partnership is the template. It shows what’s possible when producing nations connect directly, share knowledge horizontally, and refuse to accept the commodity trap as inevitable. In five years, I hope to see this replicated across dozens of origin countries – all building their own roasting capacity, their own brands, their own direct market access, and their own economic sovereignty.
That’s how we change the way the world thinks about coffee. Not by asking consuming nations to be more ethical in their purchasing. But by producing nations taking control of their own economic destiny.

From Jerusalem to the World: Izachman Coffee Preserves a Century-Old Palestinian Legacy

Posted on by Qahwa World

Dubai – Ali Alzakary

From the narrow alleys of Jerusalem’s Old City, specifically the historic Khan Al-Zeit market, a coffee story was born in 1921 — one that became part of the city’s collective memory and cultural identity. That year, the founder established the first coffee shop and roastery, laying the foundation for a family legacy that would span generations. Through time, the Izachman family preserved its traditional craft while embracing modernity, turning “Izachman Coffee” into a symbol of authenticity and quality in every Palestinian home.

Today, Mahmoud Izachman, the grandson of the founder and the founder of Jerusalem’s first Specialty Coffee Academy, continues this legacy with a modern vision that blends tradition with knowledge and innovation. In this exclusive interview with Qahwa World, Mahmoud shares his family’s century-long journey with coffee, the challenges facing the Palestinian coffee sector, and his hopes for the future of specialty coffee in Jerusalem and beyond.

Your family has been in the coffee trade since 1921. How did it all begin, and what makes your family’s experience unique?

The story began with my grandfather, who established the first coffee shop and roastery in Jerusalem’s Old City, in the Khan Al-Zeit market in 1921. At that time, coffee was not just a drink; it was part of people’s daily lives and cultural identity. What set our journey apart was our ability to preserve this heritage and evolve it over generations while maintaining a bond of trust based on quality. This trust became a legacy within Palestinian homes, making “Izachman Coffee” a mark of excellence without losing our authenticity.

A historical black-and-white photo from Jerusalem showing a vintage car bearing the “Izachman Coffee” sign surrounded by people and children — a glimpse into the early legacy of Palestinian coffee culture.

How did this passion for coffee pass from one generation to the next?

It was never just a business; it was a way of life. I grew up watching my father and uncle, listening to stories of how my ancestors treated coffee with sacred respect, passion, and precision. This love was passed down naturally. Over time, I developed my own passion for learning, pursuing international certifications and specialized courses. Today, I see myself as a new link in a long family chain, adding a modern touch grounded in science and innovation.

As the founder of Jerusalem’s first Specialty Coffee Academy, how would you describe the current state of the coffee industry there?

It’s a mix of challenge and opportunity. Jerusalem and Palestine have a deep-rooted history with coffee — it’s part of the cultural and social fabric. The market still relies heavily on Arabic coffee, Turkish coffee, and espresso in various forms, whether prepared at home or served in cafés. However, specialty coffee is emerging. Young people are increasingly curious and eager to learn about quality and global standards. This gives us an opportunity to build a new generation of professionals who can elevate the industry and reshape how coffee is perceived.

How have geopolitical and economic conditions affected the coffee sector in Jerusalem and Palestine?

The difficult political and economic conditions have had a direct impact — from import challenges and high costs to declining purchasing power. But these hardships have strengthened our determination to hold onto our culture and identity through coffee. For Palestinians, coffee is no longer just a drink — it’s a symbol of resilience and hospitality, a part of who we are.

How do people in Jerusalem respond to specialty coffee compared to traditional coffee?

Traditional coffee still dominates, being a core part of Palestinian hospitality and heritage. Yet, the appeal of specialty coffee is growing, particularly among the younger generation seeking renewal and global connection. We’re seeing more cafés embracing this shift in Jerusalem, Ramallah, and even smaller cities. It’s not always perfect, but the direction is promising.

Mahmoud Izachman stands at the entrance of Izhiman Coffee in Jerusalem, surrounded by traditional decor and copper coffee equipment, representing a blend of heritage and modern specialty coffee culture.

How do you see the future of specialty coffee in Palestine?

I’m very optimistic. The journey may be challenging, but the potential is huge. Palestinians are naturally discerning and appreciate taste and quality. With the right training and support, young professionals can create a specialty coffee culture that rivals any in the world. The growth may be gradual, but the trend is clear and upward.

What role can academies and training centers play in spreading coffee education?

They are the backbone of any industry revival. Through them, we transfer knowledge, develop skills, and raise awareness about quality and sustainability. An academy is not just a place for training — it’s a platform to reshape culture and build a professional coffee community.

Tell us about your recent visit to Dubai. What stood out to you about the coffee scene there?

The visit was to complete training licensing requirements from the Specialty Coffee Association (SCA) and to connect with industry leaders. What impressed me most was the diversity and openness of Dubai’s coffee scene — a blend of all schools and philosophies, from small roasteries to global brands. The community spirit and collaboration among professionals were inspiring. The level of investment in quality and customer experience is remarkable, something we aim to cultivate gradually among Palestinian consumers too.

How do you evaluate the UAE specialty coffee market? Do you see opportunities for cooperation?

The UAE market is mature and diverse, with knowledgeable consumers who value quality. This creates opportunities for both academic and business collaboration. We are currently marketing “Izachman Coffee” products in the UAE and promoting our sub-brand “Izpresso,” which focuses on espresso blends and Nespresso-compatible capsules. We also plan to launch training and consultancy projects across the region, building partnerships that combine tradition with innovation.

Mahmoud Izachman participates in a professional coffee cupping session, carefully tasting and evaluating different brews — a moment reflecting his expertise and dedication to specialty coffee education.

What are your long-term ambitions for the academy and future projects?

Our ambition is to transform the academy into a national — and eventually regional — reference point for specialty coffee in the Arab world, producing certified experts who leave a global impact. We’re also exploring projects focused on sustainability and innovation to contribute to the coffee industry on a larger scale.

How do you envision the coffee industry in Jerusalem over the next decade?

I believe it will become more mature, with stronger awareness of quality and sustainability. Specialty coffee will take a larger share of the market, and cafés will focus more on the full experience rather than just the beverage. In Jerusalem, I hope to see a coffee scene that reflects our identity — blending heritage and modernity — and becoming a model for the region.

What are the main challenges you face as the first specialty coffee academy in Palestine, and how can they be overcome?

The biggest challenge is spreading accurate knowledge and convincing the public of the importance of investing in proper learning. The field is still new, and much of the information circulating is incomplete or inaccurate. Our approach is to offer affordable or even free introductory workshops to attract more participants and build awareness. This will help lay a solid foundation for a coffee community that values knowledge and modernity without losing its roots.

Kim Thompson Reveals to Qahwa World the Vision Behind RAW’s New Barista Training Centre

Posted on by Qahwa World

Dubai – Ali Al Zakary

Dubai marked a new milestone in its speciality coffee journey on September 25, 2025, when RAW Coffee Company, in collaboration with MILKLAB, inaugurated the RAW × MILKLAB Barista Training Centre at its roastery and café in Al Quoz. Described as the first of its kind in the UAE, the initiative brought together RAW’s deep-rooted expertise in specialty coffee with MILKLAB’s innovative portfolio of barista-grade plant-based milks.

The centre aims to raise barista skills, respond to the growing demand for plant-based alternatives, and strengthen ties within the local and regional coffee community. Yet beyond the launch itself lies a wider story—one of vision, change, and the future of coffee education.

In an exclusive conversation with Qahwa World, Kim Thompson, Co-Founder and Director of Culture & Brand at RAW Coffee Company, explained the motivations behind the project. “There’s nothing more certain than change and our industry is experiencing plenty of it. The way people consume coffee is evolving, with new trends in flavor preference, preparation, and lifestyle. We felt it was the right time to re-examine how customers enjoy their coffee and to help the next generation of baristas adapt and excel. At RAW, we’re passionate about supporting this evolution through education. We were impressed by MilkLab’s commitment to quality and sustainability, particularly in how their range of plant-based milks is developed in collaboration with baristas and produced using responsible farming practices. Their products align perfectly with our values and the standards we uphold in specialty coffee.”

For Thompson, the collaboration with MILKLAB was not a coincidence but the result of shared values. “We love meaningful collaborations especially those rooted in shared values of quality and authenticity. Murad Janakat from JAR Premium Foods introduced us to the MilkLab range, and we were immediately impressed by both the taste and texture of their milks and their versatility across our coffee menu. What makes this partnership unique is that it brings together two brands that genuinely care about improving the barista and customer experience—MilkLab through innovation in product, and RAW through education, quality, and community. Together, we’re bridging the gap between product and practice.”

Kim Thompson

The new training centre, she emphasized, was created with one core goal: to raise quality standards across the industry by empowering baristas. “We believe that every coffee served should represent the care, knowledge, and passion behind it. By equipping baristas with a deeper understanding of the ingredients they use daily, we’re supporting both consistency and creativity in cafés throughout the region.”

Importantly, the programs are not reserved solely for industry professionals. Thompson stressed that the centre was designed to cater to a wide audience. “The training programs will cater to a broad audience, from professionals working in busy cafés to individuals passionate about improving their home coffee skills. Sessions will be practical, hands-on, and tailored to real-life scenarios in the café environment. Each course explores the science and art behind milk texturing, highlighting how different fat and protein levels influence performance and flavor. It’s about creating confidence, whether you’re a barista steaming milk for 200 coffees a day or a coffee lover perfecting your morning ritual.”

As Dubai’s coffee scene grows increasingly vibrant and competitive, Thompson sees consistency and education as the biggest challenges. “Dubai’s coffee scene is vibrant, diverse, and increasingly sophisticated. But as the market expands, consistency and education remain key challenges. RAW has always believed that real progress comes from collaboration and knowledge-sharing rather than competition. This new centre extends our long-standing training program, which already includes SCA-certified courses in barista skills, brewing, and sensory development. By adding a dedicated plant-based milk training series, we’re providing operators and baristas with an additional layer of expertise that will translate directly to better customer experiences.”

Choosing plant-based milk as a central theme, she explained, was not just a trend but a reflection of consumer behavior. “Consumer behavior has shifted dramatically. We’ve seen a growing movement toward plant-based choices and a preference for cold, convenient, and on-the-go beverages. Our aim is to help baristas stay ahead of these trends and serve these drinks with the same care and consistency as dairy-based beverages. Each MilkLab milk has its own characteristics, from almond to oat to coconut, and learning how to bring out the best in each creates a more balanced, enjoyable cup. It’s about understanding the ingredient, respecting it, and ensuring the final experience in the cup is exceptional.”

In closing, Thompson highlighted that empowering baristas is the most effective way to elevate consumer awareness and appreciation of specialty coffee. “Empowering baristas is one of the most powerful ways to elevate consumer understanding. When baristas are confident, knowledgeable, and passionate, that energy translates to the customer, through every interaction and every cup. Education creates connection. And connection builds loyalty. By investing in the skills of the people behind the bar, we’re not only improving quality standards but also deepening the relationship between consumers and specialty coffee itself.”

With this vision, the RAW × MILKLAB Barista Training Centre emerges not just as an educational facility but as a shared space for practice, dialogue, and community. And as Kim Thompson underscored in her conversation with Qahwa World, it is also a sign of Dubai’s growing role as a global hub where innovation, sustainability, and specialty coffee culture intersect.

From Roasting Champion to Global Educator: The Journey of Davide Cobelli, Evolved Q Grader Instructor

Posted on by Qahwa World

Dubai – Ali Alzakary

In the world of specialty coffee, very few have achieved the rank of Evolved Q Grader Instructor until now. We are sure that in a few weeks there will be many more, but Davide Cobelli, Coffee Expert and Consultant, Italian Roasting Champion 2020, is the first European to obtain it. From competition stages to origin farms, and from leading SCA Italy to winning the Italian Roasting Championship, his story is one of relentless passion, resilience, and a constant drive to raise the bar in coffee education and evaluation. Join us as we dive into his remarkable journey, lessons learned, and vision for the future of coffee.

You recently announced that you became one of the very few people worldwide to complete the Evolved Q Grader Instructor program — and with a perfect 100% score. How challenging was this process for you, and what does this achievement mean personally and professionally?

He is one of the very first instructors to pass the Evolved Q Grader exam. At the time he did, there were probably only 3–4 in the whole world. Today, quite a few more have passed. Achieving this milestone has been incredibly rewarding, especially considering the significant investment of time and energy it required. The standards for instructors are exceptionally high. To put it into perspective, there is zero margin for error, and candidates must achieve a perfect 100% score on a 50-question exam covering the entire Evolved Q Grader course. This is what makes earning the license so challenging, but also entirely appropriate. Through this rigorous process, the SCA makes it clear that the new Q Grader course is in no way inferior to the previous CQI program, particularly regarding the quality of its trainers.

You started in the food service industry before dedicating yourself fully to coffee. What was the turning point that made you choose this path, and how did those early experiences shape the professional you are today?

I started in the hospitality industry over 30 years ago, but for nearly 15 years, I have been completely devoted to the world of coffee. In the first part of my career, my devotion was to the beverage itself. Then, for more than seven years, I also embraced the entire supply chain, which has become increasingly important in my professional journey, leading me to open a roastery and travel to origin countries to provide sensory training. I don’t know exactly how the switch to coffee happened—passions are often born and grow without a specific reason. But every day, I wake up happy and fulfilled doing the best job in the world: the one I love.

You’ve trained hundreds of professionals across Europe, Asia, and the Middle East, while also building a reputation as a consultant. How do you manage to keep both hats on—educator and business advisor—without compromising the quality of either?

In my 15 years as a trainer in the coffee world, I believe I’ve trained well over a thousand professionals. Every time, this has been my motivation to keep going. My goal has always been to share my expertise with students, learn from them in return, and create a genuine exchange—an objective I still pursue today. It’s not one-way training, but a true exchange of professional skills. When you’re driven by true passion, you can do anything. For me, coffee is pure passion and sincere dedication.

Few people cover as many areas as you do—Barista, Brewing, Green Coffee, Sensory, and Roasting. How did you build that range of expertise, and what advantages does it give your students?

There’s a saying, “a jack of all trades is a master of none,” and I tend to agree with that idea. In my case, I began my coffee journey by dedicating the first half of my career to the world of the barista and the beverage—first by competing, and later serving as an international judge for barista championships. From there, I expanded to embrace sensory analysis, roasting, and the supply chain. It’s not impossible to do everything well, but I don’t see myself as a superhero who has somehow managed it. I simply believe that when you are driven by true passion (and not primarily by business), it is possible to succeed. As I’ve said before, I am devoted to coffee. It’s an all-consuming passion in my life; aside from travel, I have no others. I believe the advantage for my students is that my broad experience allows us to explore a wide range of topics holistically, both in and out of the classroom. After all, in a supply chain like coffee, every element intersects with and influences the others. Furthermore, I’m not one of those trainers who sticks strictly to the course material without leaving room for discussion. I encourage questions—in fact, I love them.

Winning the Italian Roasting Championship in 2020 was a milestone, and you later ranked among the best in the world. What did those competitions teach you about coffee—and about yourself?

In 2020, just two years after I started roasting, I won the Italian Roasting Championship. What an incredible feeling that was! I was the first to not believe it, especially since I only went hoping not to finish last and just to get a bit more experience. But after placing seventh at the World Championship in 2022 and second at the nationals in 2023, I started to think that maybe, just maybe, I’m not completely terrible at this whole roasting thing. Above all, it silenced my detractors and haters, which are always in plentiful supply in the coffee world. That made the satisfaction twofold.

As a national and international judge, you’ve seen the best baristas and roasters on stage. What do you look for in a champion, and what separates a good competitor from a great one?

Being a judge is a responsibility—or at least, that’s how I’ve always seen it. It’s incredibly satisfying to be able to support the industry’s framework and, often, the next generation of professionals. But that’s not all. In recent years, I’ve been called upon more and more to participate as a sensory judge on tasting panels for coffee farmers, right at the source of the production chain. This has really become my focus since the COVID pandemic. That is a true responsibility of another kind, because you feel that your judgment can influence the future of farming families. This responsibility weighs heavily on me, compelling me to be exceptionally professional and accurate in my assessments.

When you were elected National Coordinator of SCA Italy, you spoke about bringing specialty coffee out of its niche. What steps have you taken toward that goal, and what challenges remain in making specialty coffee more accessible to everyday Italians?

In my role as National Coordinator from 2022 to 2024, I worked to expand the specialty coffee market beyond the narrow niche it has occupied in Italy in recent years. Growth in this sector had become nearly stagnant, largely because specialty coffee was increasingly perceived as just an expensive and acidic product, rather than one of value for the entire supply chain. Together with the coordinating team for that two-year term, we implemented communication strategies to take the product beyond the small circle of “coffee geeks.” Our goal was to make specialty coffee accessible to a broader audience by using simpler language and by highlighting the importance of a sustainable supply chain.

The Specialty Coffee Association recently introduced the Coffee Value Assessment (CVA), joined also by the Coffee Quality Institute. Some see this as a groundbreaking step forward, while others worry about confusion or competition with existing protocols such as CQI certifications. How do you see this new system shaping the future of coffee evaluation, and what impact will it have on farmers, producers, and the industry as a whole?

When the CVA was introduced in 2022, many wouldn’t have bet on its success. There was significant skepticism (a small amount of which still lingers), especially from professionals who grew up with and were tied to the 2004 SCA Cupping Form (later used by CQI). This also included those who had invested a great deal of money and energy over the years to become Q Graders or Q Instructors. (I don’t blame them, but it’s clear that the new CVA is the modern approach to sensory science, while the previous system is not). Today, there is no competition between the SCA and CQI, because CQI focuses on origin countries and field work, while the SCA focuses on Sensory Analysis, which includes the new Evolved Q Grader course. (Then again, perhaps there was never any real competition; it’s impossible to compare an outdated system that hasn’t been updated in over 20 years with one that takes a modern, scientific approach). The real and immediate revolution is that today, a coffee’s value throughout the chain is no longer left to a single, subjective score. Instead, value is redistributed across multiple attributes, each of which is important in determining the final worth. The impact is direct: farmers are no longer forced to submit to a sterile, unexplained score. Instead, they can discuss value by leveraging multiple attributes to justify it.

Specialty coffee has changed dramatically in the past decade. Where do you see the next big opportunities for growth and innovation in Europe’s coffee sector?

The coffee world has undergone a radical transformation. Specialty coffee consumption has evolved and continues to grow consistently year after year across all markets, with consumers paying closer attention to the products they purchase and consume. The key to the future is undoubtedly product information, specifically the combination of extrinsic value and the sensory profile. Looking ahead, I foresee a future for specialty coffee defined by greater transparency, with a focus on metrics like the Farm Gate Price for the final product, rather than just a cupping score. I believe the opportunities will only continue to grow for professionals who specialize and carve out their own niche in the market.

Looking back at your journey—from trainer to champion, consultant, and SCA leader—what achievement gives you the greatest satisfaction? And what keeps you motivated to push forward?

Life is constant evolution. To me, that is the very definition of living. Sometimes you adapt, but often you must evolve—that is my guiding principle. This isn’t about the pursuit of a happiness that is never reached. Instead, it’s about the constant effort to improve, accumulating more and more experience in everything you do. My father taught me to always give my all, so that I could fully enjoy the journey, whether it leads to the summit or not. Success is just the tip of an iceberg built on defeats, frustration, disappointment, struggles, laughter, excitement, and a host of other emotions. From the outside, people only see the destination, never what happens during the journey. For me, every milestone—positive or negative—has been an experience that has helped me mature and grow as a human being. That is true success. For this reason, I don’t have a single achievement that stands out as the most satisfying; rather, it is the sum of them all that makes me a better person.

For young coffee professionals who dream of following in your footsteps, what advice would you give them about standing out in such a competitive global industry?

Never give up on something you believe in, but above all, believe in yourself. Superheroes and super-gurus don’t exist; there are only people who give their absolute all to reach their goals. Set an objective and then, step by step, work to achieve it. If you create intermediate milestones along the way, it will seem far less impossible.

Rana Ibrahim: Coffee Is Art and Life for Me… and “edda arabica” Is a Space for Stories and Humanity

Posted on by Qahwa World

Dubai – Ali Alzakary

In the presence of coffee, conversation becomes a musical piece: every sip has a note, every bean a story, every hand that plants or brews leaves a lasting trace. This is how Rana Ibrahim sees coffee: not a passing drink, but a space for art, soul, and humanity. In her interview with Qahwa World, she reveals how a simple cup turned into an existential journey, and how she shaped her cafés and projects as an extension of the art she loved since childhood.

Between edda arabica, US Coffee Shop  in Beirut and Qahwat Al-Souq in the town of Baakline, between teaching and experimentation, and between the paintbrush and the cup, Rana has woven a world of her own—where coffee is not merely a beverage, but a language of presence, identity, and creativity.
We invite you now to enjoy this rich and inspiring conversation with Rana Ibrahim, where coffee intersects with art and daily rituals turn into stories worth telling.

How did your journey in the world of coffee begin, and when did you realize that this field would become part of your professional and personal identity?

Coffee has always been part of my upbringing, it was something my family enjoyed every day, and eventually, it became second nature to me too.
Things began to change, though, when I moved to London. While studying Fine Arts at Central Saint Martins, I kept a studio in East London, an area that happened to be surrounded by some of the first third-wave roasters. That’s where I started looking at coffee differently. It shifted from being a routine I hardly thought about into something I began to approach with more intention.

The third-wave movement opened my eyes to the story behind every cup, where the beans come from, the people who grow them, and what that means. That perspective completely reshaped my relationship with coffee. It stopped being just about drinking it, it became about understanding it.

A big turning point came when I took my very first course, Introduction to Coffee, at Prufrock in London. My trainer was Jeremy Challender, who’s now the Dean of Studies at Barista Hustle. He asked me a simple but powerful question: “Why do you want to learn about coffee?” I remember stopping to think, because up until then, my interest was mostly about pairing coffee with food, imagining I might one day open a café. But his question pushed me to go deeper.

I eventually answered, “Because one day, I’d like to open a coffee shop.” At the time, my focus wasn’t so much on coffee itself, but more on the idea of bringing people together through food and hospitality.

Since childhood, I had always been surrounded by the food and beverage world. I worked in F&B, enjoyed being around people, and valued the connections that sharing food and drinks creates. Jeremy’s question helped me realize what tied it all together. My goal wasn’t to become a coffee trainer or educator then—it was simply to create a place of my own, a welcoming spot where good coffee and simple food could bring people together.

Years later, when I opened edda arabica, I felt I had finally found my voice in coffee. The shop became more than just a business; it was where everything I cared about ritual, art, coffee, community, and hospitality came together in one space.

If you weren’t in the coffee industry today, where do you think you would be?

To this day, I’m still deeply connected to the world I came from, I continue to paint. Art has always been a constant in my life, and I imagine I’d still be in that field if I hadn’t chosen coffee, exploring the same themes that continue to inspire me: space, culture, identity, and transformation.
Most of my creative work, whether visual or spatial, revolves around building environments thinking about how people come together, how communities take shape, and how public life is experienced. That’s why I often collaborate with public practitioners and urban thinkers; I’m fascinated by how spaces can be designed not only to function, but to hold meaning.

Even when I design a café, I approach it as if it were a canvas. I think about flow, movement, silence, and interaction. To me, every space is an opportunity for people to pause, connect, or feel a sense of belonging. That thread runs through both my art and my vision of hospitality.

Painting remains at the core of everything I do. The way I describe coffee—its body, acidity, aftertaste, often echoes how I describe art: in terms of color, form, and composition. Those languages overlap more than most people realize.

So, if I weren’t in coffee, I’d still be working with people, with space, and with form through painting, design, and storytelling. Coffee just happened to become the medium where all of these passions could converge.

What is the relationship between art and coffee for you? Do you see both as expressions of creativity?

For me, coffee and art have always been connected. Both depend on structure, rhythm, and a kind of logic—what I think of as parameters.

In coffee, you work with things like dose, yield, brew time, temperature, and grind size. Those aren’t limits; they’re the foundation that makes creativity possible. Painting works the same way. Composition, balance, color, and layering create the framework you use to express meaning.

When I’m painting, I’m focused on form, texture, space, and movement. When I’m making coffee, I’m paying attention to body, acidity, aftertaste, and mouthfeel. At their core, both are languages of expression. The way a brush moves across canvas isn’t so different from the way water flows through coffee grounds.

What ties both together is presence. You have to be fully in it—with your tools, with your intention, and with the people who will experience it. Whether it’s a painting or a cup of coffee, the result is shaped by countless small decisions that often go unnoticed by others.

That’s why I see coffee and art as parallel practices. They’re creative, yes, but they also demand discipline. Both give you freedom within structure, and both speak to the same part of me.

What distinguishes edda arabica from other cafes in Beirut? How did the idea for it come about?

edda arabica came to life in 2021, during a very uncertain moment in Lebanon, when the banking system was collapsing. Strangely enough, those difficult times brought people closer. Conversations shifted; coffee stopped being just coffee and became about presence, slowing down, and holding on to something grounding like a cup in your hands.
From the very beginning, I wanted edda to be an open space and not just in its physical design, but in its spirit. A place where I could brew coffee and people could interact, ask questions, and start conversations. Less of a transaction, more of an exchange. Of course, we’ve always cared about the fundamentals the roast, the origin, the process but chasing perfection was never the goal. What mattered was connection.

Slowly, edda became that kind of place. Baristas from other cafés would drop by after shifts, bringing beans to share, cupping together, or simply hanging out. None of it was planned, it just unfolded naturally. Over time, it turned into a gathering point for the community, where ideas and experiences were exchanged as easily as coffee.

Being in Clemenceau, right across from the American University Hospital, also shaped the space. It attracted a wide mix of people and not just those already interested in specialty coffee, but many who were new to it. Little by little, curiosity grew. People began asking questions, tasting, and understanding more about sourcing, roasting, and traceability. For many, edda became more than a ritual; it became a place to belong.

There’s also a personal story behind it. Walid, my partner, an architect and chef, was the one who asked me to open a coffee space inside one of his restaurants. The funny part is that three years earlier, I had asked him the same thing, but it didn’t happen then. When he finally asked, I couldn’t refuse. His spaces are always layered, intentional, and full of contrast, and that’s exactly why the edda bar looks the way it does. It’s not just a counter, it’s a real bar, designed with care, but for coffee.

Even the name carries weight. edda comes from Norse mythology, referring to old collections of stories, myths, and shared knowledge passed down through generations. arabica is the bean we work with. Together, edda arabica isn’t just about serving coffee, it’s about sharing stories, passing things on, and creating real connections.

Over the years, the bar has become a hub for communication, training, and exchange. It has opened up a channel for what we now call specialty coffee, but in a way that feels human, approachable, and rooted in community.

How do you evaluate the current coffee scene in Lebanon? What challenges do you face in running a specialty coffee shop in light of the economic climate?

The specialty coffee scene in Lebanon is still young and developing. We’ve made real progress, especially when you think about what the country has been through economic collapse, inflation, shortages, yet many of us are doing our best just to keep things moving forward. Compared to more established markets, there’s still a lot of groundwork to be done.

The challenges never really stop. Some days I run out of basic supplies. Tasks you expect to finish in one day might stretch into three. You’re constantly dealing with power cuts, delays, and broken supply chains—but over time, that unpredictability becomes part of daily life. It’s something we all share, which makes the stress feel a little more bearable, a little more human.

Working in that environment shifts your perspective. You start to realize that if you have water, heat, and coffee, you already have enough. Any coffee is better than no coffee, and everything beyond that is a gift. Living and working this way teaches humility. It forces you to stay flexible, to focus on the present, and to be grateful for what you do have.

us coffee shop

What prompted you to co-found US Coffee Shop? Is it different in terms of audience or visibility?

US Coffee Shop is based right in the center of Beirut, in Starco. It feels like a new chapter, but in many ways, edda arabica made it possible. At edda, I spent a lot of time focusing on guiding, teaching people about origin, brewing, taste, and process. US carries the same spirit, but with a lighter, more playful tone. It’s younger, more vibrant, full of life. The coffee is still thoughtful, the quality is there, but it isn’t about chasing perfection. It’s about celebrating movement, community, and everyday life. With food on the menu too, it feels casual, accessible, and easy to enjoy.

What I love most is how naturally it all came together. One of my partners originally approached me for coffee consulting, and from there, the idea grew. I gathered people I trust and enjoy working with, and together we created something we all believed in. We actually started building US during the war, and despite everything, we kept going until we opened. That resilience and determination shaped the spirit of the place.

The design of the shop reflects that same energy. Even the colors are drawn from my own paintings, which makes the space feel personal bright, joyful, and full of light. And since the team from edda rotates between both cafés, the heart and essence of what we do flows seamlessly into US as well.

The people who come in are just as important to the identity of the space. The crowd is incredibly diverse designers, artists, students, Gen Z, young professionals, curious coffee drinkers. It’s not limited to a niche; it’s open to everyone. That’s what I love most about US. It feels welcoming and unpretentious, a place where people can just come as they are. At its core, it’s still about coffee but it’s also about life.

Why did you decide to launch “Barista Hustle in Arabic”? And how important is it to provide Arabic training content for coffee professionals?

Back in 2017, Jeremy Challender, now the Dean of Studies at Barista Hustle, reached out to me with the idea of launching Barista Hustle in Arabic. I immediately felt it was the right thing to do. We kept talking, refining the idea, and by 2019, we finally brought it to life.

Barista Hustle has always stood out to me because it’s such an accessible platform. It’s straightforward, engaging, and doesn’t require you to travel or spend a fortune to learn. Making it available in Arabic wasn’t just about translating words, it was about creating access and inclusion. Not everyone in our region can attend international trainings, and this gave more people the opportunity to grow their skills and knowledge without barriers.

For me, though, it was never only about baristas. I’ve always wanted to widen the circle to reach home brewers, people from different professions, or just anyone curious about coffee. It’s not only about expanding the language we use around coffee, but also about expanding who gets to be part of the conversation. Education, after all, should feel open, welcoming, and within reach for everyone.

Did you encounter any difficulties translating or transferring the training content to the Arab world? What was the interaction like?

Of course, there were challenges along the way. Translating coffee education into Arabic was never just a matter of swapping words from English. In many cases, the technical vocabulary simply didn’t exist in Arabic, so we had to create terms that felt logical, approachable, and easy to understand. On top of that, Arabic itself is not one unified language. What works in Lebanon might not resonate in Morocco or the Gulf. We had to find a balance, a modern, neutral Arabic that could reach people across the region without sounding overly formal or distant.
Another challenge was tone. Barista Hustle can be quite technical, but our goal was to make it accessible and engaging. We weren’t speaking only to professional baristas, we wanted to include home brewers, café owners, and anyone curious about coffee. The material needed to feel useful and approachable, not intimidating or exclusive.

The response from the region was incredibly encouraging. People were ready for this. We received so much positive feedback, especially from those who had never had access to structured coffee education in Arabic before. For many, it was the first time they felt truly part of the global coffee conversation and that made every bit of effort worthwhile.

What does being a Q Grader mean to you? How does this certification affect the way you taste coffee or evaluate crops?

For me, being a Q Grader is more of a responsibility than a certificate. It gave me a structured way to taste and evaluate coffee, but more than that, it taught me to pay attention differently, to how I taste, how I listen to the cup, and how I represent the work of producers. It’s not about judging from a distance; it’s about being fair, present, and honest with what’s in front of me.

The training definitely sharpens your senses. You taste with more focus and consistency. But at the same time, it humbles you. You realize coffee isn’t just about numbers or scores, it’s about people, places, climate, and intention. As a Q Grader, I try to hold both sides: the technical precision, and the human story. When I evaluate a crop, I’m not only asking, “Is this an 86 or an 87?” I’m also thinking about how it will show up in a café, how people will experience it, and how to highlight its strengths without losing the story behind it.

That’s why, for me, Q is a tool and not a title. It helps me communicate better, serve better, and stay connected to the people and work behind every cup.

And honestly, these days, I find myself enjoying coffees that aren’t about high scores at all. The story of how they arrived to me, and the journey behind them, often matters more than how refined or complex the cup is. Maybe that’s just where I am right now, especially with everything going on in the world. It reminds me to stay grounded, to stay close to the human side of coffee and to be grateful for what’s in the cup.

How would you describe your experience taking the Q Grader tests? Would you recommend it to Arab professionals?

Honestly, taking the Q Grader exam wasn’t part of my plan at all. I hadn’t set it as a goal. But then Mohammad Merhi from Cypher reached out and supported me in a way I’ll always be grateful for. I think he sensed I needed that push not only on a professional level, but personally too, especially with everything that had been happening around us in Beirut. He gave me the flexibility and space to pursue it, without adding pressure around money or timing. That gesture meant a lot. It’s those quiet, generous acts that really show you how human and supportive this coffee community can be.

The exam itself was tough intense, very detailed, and highly technical. It forces you to trust your senses, stay calm under pressure, and refine how you taste and evaluate. I would definitely encourage Arab professionals to take it, not for the title or status, but for the awareness and clarity it brings. It gives you a shared language, a framework to connect with coffee in a more intentional way, and to communicate more clearly with others across the supply chain.

That said, it’s not the only way forward. There are many different paths in coffee. But if you’re curious and want to go deeper, the Q can be a truly valuable tool.

women in coffee

How do you view women’s presence in the Arab coffee scene today?

There’s definitely been a shift. More women are showing up in the Arab coffee scene taking space, leading, and speaking out. You see it across the board: baristas, roasters, café owners, trainers, even producers. Women are stepping into roles that weren’t always visible before, and that presence is growing in a really powerful way.

Of course, there’s still progress to be made. Like most industries, coffee has its gaps in access, visibility, and representation, especially behind the scenes. But I’ve noticed a real change in recent years. There’s more openness, more willingness to listen and make space. And women are claiming that space naturally, not as a token gesture but as part of the fabric of the industry.

It’s a process, and it’s happening step by step. The more women show up, the more it becomes normal, not the exception. What gives me a lot of hope is the network of women forming across the region. They’re supporting each other, sharing knowledge, and building each other up. And on the other side, I’ve seen audiences, customers, peers, communities listening differently. There’s a readiness now to hear women’s voices in coffee, to value the way they lead.

For me, it’s not only about having women “present” in the room. It’s about presence with impact creating space for different leadership styles, different stories, and different ways of working. And every time women show up, that space grows more real.

What do you think of the new evaluation system by the Specialty Coffee Association?

To be honest, I haven’t had the chance to sit down and really go through it in detail yet, but I will. I’m curious, and I’m open to it.
From what I’ve seen so far, I like the direction it’s taking. It feels more human, less about chasing numbers, more about the experience itself. It still values the sensory side, but it also weaves in context, story, and intention. That really resonates with how I connect to coffee these days. For me, it’s no longer just about scores; it’s about meaning.
So, I’m looking forward to digging deeper into it and seeing how it might fit within our part of the world.

Qahwat Al-Souq

What is the story behind “Qahwat Al-Souq”? Can we consider it more of a social and cultural project than a commercial one?

Qahwat Al-Souq sits inside what used to be my father-in-law’s father’s store, one of the oldest shops in Baakline, Chouf. Back in the day, it was the kind of store that sold a bit of everything. Over time, it closed down, but the structure and character of the space remained. One day, my father-in-law came to me with an idea: to bring it back to life not as a store this time, but as a place for the community.

He wanted something modern, but still true to the town’s spirit. So we preserved much of what was already there, the old shelves, the original lighting, even the safe that no one’s ever managed to open. All of it stayed, and we built around those details.

Now, Qahwat Al-Souq has become a gathering place. Locals come together, art is displayed, music fills the space, and coffee is shared. It’s not driven by business, it’s about presence. About giving something back to a place that’s given us so much. The history, the people, and the intention behind it are what make it special.
And yes, it’s still there and I still love it just as much.

A coffee whose taste you will never forget?

Honestly, it’s hard to pick just one. Every time I think of a cup that stayed with me, five more come to mind. For me, taste is never separate from people or context, the story around the cup matters just as much as what’s in it.

One cup that really shifted things for me was a light roast by Patrick from April Roastery. It was my first real introduction to that style of coffee, and it opened up a whole new way of thinking about flavor, clarity, and balance. That cup changed something in me, I’ll never forget it.

Another memory that stands out was at 90+ in Panama, drinking coffee with Joseph. The setting was breathtaking the landscape, the atmosphere, the energy of the moment. I felt completely alive. That cup, that place, that conversation… it all stayed with me.

Then there was a surreal experience in Beirut, during the bombings. I brewed a 2018 Barista Hustle coffee I had in my freezer, with Samer. In that moment, it felt like it could be the last cup I’d ever drink. It’s impossible to forget something like that.

And then in Colombia, visiting Norman’s farm with Nikolai, his wife served us coffee at home. Nothing fancy, just a simple cup but it was full of heart, and it turned out to be one of the most special brews I’ve ever had.

So no, I can’t name just one. Each of those cups was unforgettable in its own way. And these days, I find myself drawn more to coffees that aren’t chasing high scores, but carry meaning. They’re still sensory experiences, but woven together with story, context, and intention. Maybe it’s the times we’re living in, but lately, it’s the meaning behind the cup that lingers with me most.

What advice would you give to coffee lovers who want to enter this field?

Start with curiosity and keep that curiosity alive. When I first got into coffee, I wasn’t aiming for a title or a role. I was simply curious. I brewed a lot, tasted a lot, asked endless questions, and watched how others worked. That’s still how I learn today.

You don’t need the best gear, and you don’t need to know everything before you begin. Be around people who care. Start small. Learn by doing.

Don’t feel pressured to rush into certifications or chase perfection. Those things might come later, or you might realize they’re not as important as you once thought. What matters most is understanding coffee, and building a real sense of hospitality because at the end of the day, this work is about people, not just technique.

Coffee will teach you a lot if you let it, not just about taste and brewing, but about patience, failure, resilience, and openness. So be kind to yourself, stay grounded, and most importantly, make sure you’re doing it for you. When it’s real, everything else has a way of falling into place.

Saeed Rashid Al Baloushi: A Story of Passion and an Inspiring Journey in Specialty Coffee in the UAE

Posted on by Qahwa World

Dubai – Ali Alzakary

In the thriving landscape of specialty coffee in the UAE, the name Saeed Rashid Al Baloushi stands out as a young entrepreneur who turned his passion for coffee into an inspiring success story. From founding El Matador Coffee Roasters to launching Lama Café, his path was anything but easy. Licensing hurdles, high rental costs, and the volatility of global coffee prices all tested his resolve. Yet through determination and vision, he has built an authentic Emirati experience with a clear identity and uncompromising quality.

In this interview, Al Baloushi shares the lessons of his beginnings, the challenges he overcame, his vision for the future, and his perspective on sustainability—which he believes is no longer an option, but a necessity in the coffee industry.

What inspired you to enter the world of coffee? How did the idea first begin?
Coffee, for me, was never just a drink—it was passion and identity. I realized that cafés were not merely places to consume coffee but spaces for connection and creativity. I wanted to be part of this journey, offering specialty coffee that carries my personal imprint from the UAE to the world.

Before opening your first venture, what do you wish someone had told you about the UAE coffee market?
I wish someone had warned me about how fierce the competition is. The market doesn’t forgive those who enter without a clear plan or differentiation. Quality alone is not enough—you need a strong identity, a well-trained team, and smart marketing.

What were the biggest administrative or financial challenges you faced at the start?
One of the toughest challenges was obtaining the necessary licenses and choosing the right location. Financially, managing cash flow in the early months was a true test, especially with the high costs of rent and equipment.

Did being an Emirati entrepreneur give you certain advantages, or did you encounter unexpected obstacles?
Being Emirati gave me some facilitation in accessing government offices and permits. But ultimately, the market itself presents challenges that do not distinguish between locals or others: competition, costs, and winning customer trust.

How did you succeed in building a unique identity for ‘El Matador’ and ‘Lama Café’ in such a competitive market?
With El Matador, it was about passion and strength in roasting. Lama Café, on the other hand, carries a playful, modern identity. The most important thing is that customers can feel the difference as soon as they enter.

In your view, what matters more for a café’s success: the brand identity or the quality of the product?
Both are essential. Quality attracts the customer the first time, but it is the brand identity that makes them come back. Without quality, you lose credibility; without a strong brand, you disappear in the crowd.

How do you approach hiring, especially when it comes to professional baristas? Do you find enough talent locally?
I always look for passion before experience. Training is important, of course, but a barista who truly loves and believes in coffee is the one who makes the real difference. The local market has good talent, but sometimes you need to bring in professionals from abroad.

What advice would you give to young Emiratis or entrepreneurs thinking about opening their first café?
Start small and test your idea before investing large sums. Build a strong team, and don’t just copy an existing concept. Add your personal touch—that is what will set you apart.

Where do you see your brands five years from now? How do you expect the UAE coffee scene to evolve?
I see both El Matador and Lama Café expanding locally and internationally. My goal is to see an Emirati brand with a solid presence in the global coffee industry.

If you were to start all over again, what would you do differently?
I would focus more on digital marketing from the very beginning and build a stronger network of partners and suppliers faster.

Global coffee prices have been extremely volatile recently. How do you view these fluctuations, and do they directly affect your operations as a roastery and café in the UAE?
The fluctuations are very real, and they do affect us as a roastery. However, diversifying sources of green coffee and long-term planning help absorb these shocks.

What is your perspective on recent trade measures, such as tariffs imposed on coffee imports from Brazil? Do you see such policies making supply chains more fragile?
Absolutely. These policies make supply chains more fragile. That’s why it is crucial to diversify sources and avoid reliance on a single origin.

From your perspective as an entrepreneur in the UAE, does the local market feel the impact of these global changes, or is there some protection and relative stability?
Yes, the market is affected—especially in pricing and sourcing. But the UAE’s high flexibility in imports and diversity of entry points offers a certain level of stability.

To what extent do you believe sustainability has become central to the future of coffee? Do you apply sustainable practices in El Matador or Lama Café?
Sustainability is no longer a choice; it is a necessity. At El Matador, we focus on direct relationships with farmers and on reducing waste in roasting and packaging.

Do you think UAE consumers are becoming more aware of issues like sustainability, fair trade, and the environmental impact of coffee?
Yes, very much so. Today, customers ask about the origin of beans, fair trade practices, and even the environmental footprint of coffee cups. This growing awareness is healthy and pushes us to be more transparent.

In the end, the journey of Saeed Rashid Al Baloushi is more than a business venture—it is a story of passion, perseverance, and vision. From El Matador to Lama, his path reflects the determination of a local entrepreneur with global ambitions, and his story continues to inspire others in the flourishing world of specialty coffee in the UAE.

Cleia Junqueira: A Journey from São Paulo to Dubai—Crafting Legacy One Bean at a Time

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Dubai – Ali Alzakary

In a world where coffee has become a powerful expression of culture, identity, and community, Cleia Junqueira stands out as a voice of depth, empathy, and expertise. Her journey began in São Paulo with the launch of a small café, but soon evolved into a lifelong mission that took her across continents — training baristas, judging global competitions, sourcing green coffee, and advocating for quality, inclusion, and sustainability.

With nearly two decades of hands-on experience across Brazil and the UAE, Cleia brings a rare combination of technical mastery and human connection. Her background in journalism helped her elevate producer voices, while her dual certification in Q-Arabica and Q-Robusta Grading positioned her as a bridge between tradition and innovation.

What did she learn from working in such contrasting coffee cultures? How does she view the evolution of Robusta in the specialty world? And why does she believe that coffee must always remain rooted in humanity?

Join us for this inspiring and thoughtful conversation with Cleia Junqueira.

Cleia, for readers of Qahwa World who may be discovering you for the first time — how would you introduce yourself? What’s the story behind your journey in coffee?

I’m a Brazilian coffee professional who’s been in love with this beverage—and its people—since 2005. My journey started with a small café in São Paulo, but it quickly became much more than a business. It became a life calling. Over the years, I’ve worked as a barista trainer, roaster, green coffee specialist, Q-Grader, Q-Robusta Grader, and competition judge. I also consult for roasters and green coffee suppliers. Coffee has taken me from the heart of São Paulo to the Middle East, and it still inspires me every day.

You opened your first café in São Paulo back in 2005. What was that chapter like, and what was it about coffee that captured your heart so deeply?

The café was called Capheteria, and it was where I truly fell in love with coffee. It was a cozy space filled with passionate baristas and curious customers—and every cup told a story. That’s when I started giving barista training courses. I was drawn to the way coffee connects people—the farmers, the baristas, the drinkers. It builds community. A curious story from that time: two girls worked with me to save money for their trousseau before becoming nuns. One of them is now a Discalced Carmelite Sister living in Italy—we still talk to this day.

Early in your career, you partnered with an NGO to train young people who couldn’t afford formal education. Looking back, what impact did those experiences have on you both professionally and personally?

That time shaped my values. Helping underprivileged youth become baristas gave me purpose. Many of them built great careers in coffee. It reminded me that coffee isn’t just a drink—it can be a tool for empowerment and social change. It grounded me in empathy and gave me a strong sense of responsibility to support others through this industry.

You also hold a degree in journalism. Has your background in media influenced the way you approach coffee education, communication, or even consulting?

Absolutely. Journalism taught me how to tell stories and how to make complex topics accessible. Whether I’m training staff or advising a brand, I always try to communicate clearly and with purpose. It also helped me give voice to producers—especially when they don’t always get heard. I even produced my own DVD back in 2007 in Portuguese: Como apreciar um bom café com Cleia Junqueira (How to Appreciate a Good Coffee).

You’re a certified Q-Grader and Q-Robusta Grader — a rare combination. What draws you to working with both species, and how do you think perceptions of Robusta are changing in the specialty world?

I actually started working with both Arabica and Canephora mainly for cost purposes—creating more affordable blends. But over time, I realized both species have incredible potential. We shouldn’t let bias limit our view. Canephora—often misunderstood—is improving a lot in quality. With better processing and more transparency, it’s finally finding its place in specialty, especially in espresso and traditional brewing cultures. I’m proud to be part of that shift and help show what this species can really offer.

You’ve created blends for everything from espresso and filter to Arabic and Turkish coffee. Can you walk us through your creative process when developing a new blend for a specific market?

I always start by understanding the cultural context—what flavors people connect with, what rituals they follow, and what they expect from the coffee experience. Then I explore origins, processes, and roast profiles that can match or surprise in a good way. I cup with intention, test different options, and always aim for balance. My goal is to respect both the coffee and the client’s expectations.

Cleia Junqueira evaluating a specialty coffee brew, showcasing her expertise as a certified Q-Grader and coffee consultant with nearly two decades of experience.

From your years in quality control, what’s something you think more roasters or café owners should pay attention to — but often overlook?

Water quality and grinder calibration. These can make or break the cup, yet they’re often overlooked. And let’s not forget staff training—consistency doesn’t come from machines alone. It comes from people.

You’ve judged world-level coffee competitions and spent years at the cupping table. Do you think great coffee evaluation is more about training or intuition?

It’s both. Training builds the structure—discipline, vocabulary, and method. But intuition comes from experience and emotional connection. The best cuppers I’ve worked with are both technical and intuitive. They don’t just score coffee—they feel it.

You’ve worked deeply in two very different coffee cultures — Brazil and the UAE. What have those two worlds taught you about how coffee is consumed, valued, and celebrated?

Brazil taught me about the roots—production, quality, and pride at origin. The UAE showed me hospitality, tradition, and how coffee brings people together across cultures. Both places value connection, just in different ways. And those contrasts made me a better professional.

While serving on the SCA-UAE board and leading quality at Coffee Planet, you witnessed the regional market grow fast. In your view, what makes the UAE coffee scene so dynamic?

The UAE is this amazing mix of innovation and tradition. You have global influences and deep local rituals all in one space. That opens up creativity. And people here are curious—they want to learn and improve their coffee experience, whether they’re home brewers or café owners.

For someone launching a coffee business in the Middle East, what would you say are the top three things they absolutely need to get right from day one?

1. Staff training — your team is your brand’s voice.
2. Cultural understanding — respect and adapt to local preferences.
3. Quality consistency — it builds long-term trust.

You’ve spent over a decade immersed in the region. From your perspective, what’s the next big wave or transformation we might see in the Gulf’s coffee industry?

I think we’ll see more consumers wanting to understand origin stories and how their coffee is grown and processed. Traceability and sustainability will become bigger priorities—especially with the younger generation demanding it.

After nearly two decades in the coffee world, what do you think is missing in our global conversation about coffee right now?

We talk a lot about quality and sustainability, but not enough about inclusion—especially gender equity. Across the supply chain, women still earn less than men for the same roles. That needs to change. Inclusion should be at the center of our industry’s future.

We’re seeing more technology in coffee — from AI-assisted roasting to capsule innovations. Which developments excite you most? And are there any trends that you’re cautious about?

I’m excited by tools that improve consistency—like roast profiling software or AI-based quality analyzers such as ProfilePrint. But I’m cautious about over-automation. When machines replace too much of the human touch, we risk losing connection with the product—and with the farmer. Coffee is about human beans. Let’s not forget that.

You’ve worked in nearly every area of the supply chain—roasting, sourcing, training, judging. If you had to choose just one area to focus on for the next ten years, what would it be — and why?

Consulting for small roasters who are scaling up. They usually need support to grow with proper quality control, cost-efficient blends, and sourcing strategies. I want to keep helping them find the right green coffees, adopt smart tools, and connect with coffee scientists—like Dr. Fabiana Carvalho—to bring deeper education into their business.

 

From Mount Elgon to Dubai’s Coffee Bars: Derrick Woniala Brews a Bridge Between Farmers and the World

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Dubia – Ali Alzakary

He grew up surrounded by coffee trees near Uganda’s majestic Mount Elgon — a child of farmers who nurtured each bean with care. Today, Derrick Woniala, known to many online as @dero_de_barista, is brewing much more than coffee behind the bar in Dubai. With a passion rooted in his family’s soil and a mission to make coffee both accessible and meaningful, Derrick is a rising voice in the global specialty coffee scene. At RAW Coffee Company, he’s honing his skills, telling farmers’ stories, and setting his sights on becoming a World Barista Champion. In this exclusive interview with Qahwa World, Derrick opens up about his journey from origin to café, and the future he envisions for Uganda’s coffee culture.

You grew up in a coffee-farming family near Mount Elgon. How has that shaped your relationship with coffee today, especially now that you work on the other end of the value chain as a barista in Dubai?

Growing up in a coffee-farming family has deeply shaped my perspective as a barista. It constantly reminds me that every cup I prepare is a result of so many hands before mine. It pushes me to brew with purpose, passion, and a sense of responsibility — to honor the effort and love that farmers, including my own family, put into growing coffee. That connection also motivates me to continually educate myself so I can serve not just great coffee, but great knowledge to others.

You often say that being a barista is about representing farmers. How do you carry their stories and efforts into your daily work behind the bar?

I carry their story by educating customers — not just about how coffee tastes, but where it comes from and what it takes to produce it. Making great coffee is one part, but helping people understand its journey is what builds deeper appreciation. When more people understand the value of quality coffee, it creates demand, improves pricing, and ultimately supports more farmers. That’s the bigger picture I try to represent behind the bar every day.

With your passion for espresso and V60, how do you choose which brewing method to use when introducing someone new to specialty coffee?

It depends on where someone is in their coffee journey. If they’re completely new, I usually start with espresso-based drinks — especially something sweetened like a latte — to make the experience smooth and enjoyable. Once they’re more curious, I might introduce them to V60. It’s perfect for highlighting flavors and helping people explore the complexity and clarity that specialty coffee can offer.

 You’ve built a strong presence online through your YouTube and Instagram — what message are you most eager to share with your audience through these platforms?

“Coffee Made Simple” — that’s the heart of my content. I want to simplify specialty coffee so that anyone, anywhere, can enjoy or make a good cup without being intimidated. At the same time, I want to show the other side of being a barista — the hard work, the creativity, the love — and build a global coffee community that connects farmers, baristas, and coffee lovers alike.

You currently work at RAW Coffee Company, one of Dubai’s well-known specialty coffee pioneers. What does working at RAW mean to you personally, and how has it shaped your journey as a barista and future coffee entrepreneur?

Working at RAW is more than just a job — it’s a hands-on experience of what I dream of building in the future. Ms. Kim once shared with me that one of her biggest challenges early on was not having enough knowledge about the coffee business. That stuck with me. Being part of RAW gives me real-time education, mentorship, and practical skills that will help shape my journey as a future barista entrepreneur.

 Your dream is to become a green coffee buyer and eventually open your own coffee company in Uganda. What steps are you taking toward that dream, and what impact do you hope to create back home?

My first step was building a global coffee community through my content — connecting with people from different countries and cultures. I believe relationships and education are key in any coffee business. Right now, I’m focusing on learning as much as I can — not just telling farmers to grow Geisha, but being able to taste it with them and explain why it matters. That shared understanding can bring real impact.

What do you think is missing from the coffee scene in Uganda today — and what would your ideal café or roastery offer to the local community?

Uganda is one of the world’s largest coffee exporters, but sadly, most people back home have never experienced a great cup of coffee. That needs to change. My dream is to open a specialty café and roastery that works directly with farmers and focuses on transparency, fair pricing, and education — kind of like a version of RAW Coffee Company in Uganda. I want to bridge the gap between what we grow and what we drink.

You’ve set your sights on becoming a World Barista Champion. What does that title mean to you personally, and what story would you want to tell on that stage?

Becoming a World Barista Champion has always been my dream. For me, it’s not just about the title — it’s about showing that with dedication and community, anything is possible. It would inspire young baristas, especially from coffee-producing countries, to believe in their potential. On that stage, I’d want to share a story that connects farm to cup — one that celebrates the hands, hearts, and hopes behind every bean.

Katerina Borodich: Brewing a New Coffee Culture in Dubai—With Logic, Soul, and a Startup Spirit

Posted on by Qahwa World

Dubai – Ali Alzakary

Katerina Borodich calls herself “an engineer by education, a marketer at heart, and an entrepreneur in life.” That blend, as unusual as it sounds, has become the core philosophy behind Drinkit, one of Dubai’s fastest-growing coffee brands. In a market saturated with both international giants and high-end specialty players, Drinkit emerged with a different promise: to be the most reliable, uplifting, and digitally seamless coffee experience for the modern urban lifestyle.

In this exclusive interview with QahwaWorld, Katerina shares how her background across three countries shaped her leadership, how Drinkit scales without losing its soul, and why speed, empathy, and humility are her most trusted ingredients.

A Brand Built on Balance

“The combination of engineering and marketing taught me to build with both logic and emotion,” Katerina reflects. “Engineering gave me structure and problem-solving. Marketing gave me empathy and storytelling. But entrepreneurship — that taught me humility.”

It’s a defining principle at Drinkit, where every detail — from app design to how baristas greet customers — is guided by a dual commitment: clarity in systems, and warmth in relationships.

From Strategy to Reality

Before founding Drinkit, Katerina spent a decade building her career across the UAE, UK, and Russia. Each region left its imprint.

“Russia taught resilience. The UK taught systems. But the UAE taught me vision. Dubai doesn’t just welcome ambition — it demands it.”

Launching a physical F&B chain after a career in marketing wasn’t a small leap. It required a mindset shift — from crafting brand narratives to living them daily.

“In marketing, you can present ideas. In F&B, you embody them. There’s no hiding behind a slide deck. If something breaks or a guest walks away unhappy, it’s on you,” she says. “That level of accountability is intense — but it’s also empowering. You see results immediately. It’s humbling, but energizing.”

Finding the Gap Between Premium and Mass

Drinkit didn’t aim to become the most luxurious or trendiest café in town. Instead, it positioned itself to fill a noticeable gap between premium specialty cafés and large-scale global chains.

“When I moved to Dubai, I saw white space in the market — a brand that respected quality, but didn’t overcomplicate it. Something affordable, scalable, and rooted in consistency. We validated the idea with a single store, listened obsessively, and scaled step by step — one espresso shot at a time.”

Today, the brand operates eight locations across Dubai, with three more under construction.

Digital-First, Human Always

What sets Drinkit apart isn’t just the coffee — it’s how the entire experience is built for the digital age. With 99% of orders placed online, the app is more than a convenience — it’s the foundation of the business model.

“We begin every process by asking: ‘How would this work digitally?’ Whether it’s updating the menu, managing loyalty, or handling inventory, everything is optimized for clarity and speed on a screen,” Katerina explains.

But she’s quick to point out that digital-first doesn’t mean faceless.

“Even behind every click is a human being. Our baristas don’t waste time on manual entries. That time goes to eye contact, to answering questions, to making someone’s day a little better.”

Scaling with Purpose

Scaling a coffee brand in a fast-moving city like Dubai is no easy task. But what Drinkit has achieved is rare — six out of seven stores became operationally profitable by their second month. Monthly revenues average AED 143,500 per location, driven by strategic product mix, attention to throughput, and constant data-informed refinement.

“We treat every new store like a startup. We stay lean, test projections rigorously, and track every metric from day one,” she explains. “But we also invest in our team. We hire for heart, not just skill. We train for values, not just tasks.”

Katerina still visits stores weekly. She talks to baristas, tastes the product, and listens to feedback. “That closeness to the floor — it’s not negotiable. Culture doesn’t live in presentations. It lives in people.”

Data Meets Empathy

At the center of Drinkit’s success is data — not just for marketing and operations, but for understanding guest behavior.

“Data helps us listen better,” Katerina says. “We look at ordering patterns, time of day, pairings — then we ask why. Why is this breakfast item trending on Thursdays? Why does one area skip dessert?”

These insights inform everything from menu development to staffing. But it’s not all dashboards. Every member of Drinkit’s HQ team works a barista shift at least once a quarter.

“It keeps us grounded. It reminds us that behind every metric is a person.”

Designing for Better Workdays

As Drinkit opens its next round of locations, lessons from the earlier sites are being implemented — from smarter layouts to improved equipment investments.

“We’ve learned that quality costs money — and it’s worth it. Small design tweaks — a shelf in the right place, a smarter bin, a better flow behind the bar — they make a huge difference to our team. A better workday for baristas means a better experience for guests.”

Expansion on the Horizon

With three new stores under development and six franchise partners signed, Drinkit’s next chapter includes a regional footprint. Abu Dhabi and Sharjah are in focus, alongside product innovation — health-forward drinks, smarter food pairings, and a franchise network designed for long-term quality.

But growth isn’t the goal — impact is.

“We’re not here to chase trends. We’re here to build something that matters. Something sustainable. Something people trust.”

A Woman Leading with Action

As a female founder rapidly scaling a brand in the MENA region, Katerina brings a calm yet clear voice to the conversation about leadership.

“Yes, I’ve faced moments of doubt. Moments of being underestimated. But I don’t focus on that. I focus on the work. In the UAE, especially Dubai, people respect ambition. My advice? Don’t try to be louder — be better. And surround yourself with people who believe in you.”

What She Wishes She Knew Sooner

Looking back on her journey, Katerina offers one piece of advice for future founders:

“Done is better than perfect. Test, learn, adjust. Trust your gut — but bring a calculator. And take care of yourself. You’re the engine. If you burn out, nothing runs. Most of all, enjoy it. You’re not just building a company — you’re writing a story. One you’ll be proud to tell.”

Sara Alali to Qahwa World: Judging at Global Competitions Is a Responsibility and a Chance to Grow

Posted on by Qahwa World

Geneva – Ali Alzakary

On the sidelines of her role as an international judge at the Latte Art Championship during World of Coffee Geneva 2025, Saudi coffee professional Sara Alali shared her insights with Qahwa World on the challenges and nuances of judging at global coffee competitions.

“As an internationally certified judge in Latte Art, Barista, and Coffee Tasting Championships, I’ve had the privilege of judging across local and international platforms—including in Europe, East Asia, various Arab countries, and in world championships held in Taiwan, Jakarta, and now here in Geneva,” said Alali.

“Each experience has been unique and valuable. As judges, we grow with every event. These competitions are not just about evaluation—they’re opportunities to practice, refine, and sharpen our skills.”

On the differences between local and global events, she noted: “Local competitions often provide space for new judges to learn, while world championships demand higher levels of precision and professionalism—from both competitors and judges. The technical differences are also significant. In global events, everything from visual evaluation in Latte Art to flavor balance in Barista competitions is analyzed at a more advanced level. The expectations are higher, and the responsibility is greater.”

When asked what advice she would offer aspiring Arab judges, she emphasized: “Continuous practice is essential. A judge must be thoroughly familiar with the rules and standards of each competition. Accuracy, attentiveness, and integrity are critical. Judges are evaluated, too—based on performance, commitment, and interaction with organizers. You must also stay up to date with the latest developments in judging, whether in Latte Art, Barista, or Coffee Tasting.”

She concluded: “Judging isn’t a routine job—it’s a craft, a science, and a growing journey. To stay in this path, you need passion, dedication, and an eye for detail.”

Vanusia Nogueira Highlights Sustainability Challenges in Coffee Sector at Specialty Coffee Expo 2025

Posted on by Qahwa World

During the Specialty Coffee Expo 2025 held in Houston, Vanusia Nogueira, Executive Director of the International Coffee Organization (ICO), addressed key sustainability challenges facing the global coffee sector in an interview conducted by El Mundo del Café La Revista, a Mexican magazine specializing in coffee industry coverage. The interview was published as a video on the magazine’s official Instagram account.

Qahwa World republishes highlights of this conversation, which sheds light on critical issues including climate change, economic sustainability, and innovation in coffee production.

Speaking from the event floor, Nogueira noted the significance of the Specialty Coffee Expo as the largest global gathering for specialty coffee. She participated in the presentation of sustainability awards organized by the Specialty Coffee Association (SCA), an initiative aimed at recognizing leadership in environmental and social responsibility within the coffee industry.

“This is a fair packed with people and ideas, and it’s a pleasure to discuss the future of coffee here,” Nogueira said.

She explained that the sustainability awards, initiated several years ago, currently recognize two categories: businesses operating for profit, and non-profit organizations. This year, a roaster from India won in the for-profit category, though visa issues prevented their attendance. Fairtrade International, a German non-profit organization, received the award for its longstanding contributions to promoting environmental, economic, and social sustainability.

Turning to climate challenges, Nogueira warned of increasingly severe weather patterns disrupting coffee production across major producing countries since 2021.

“We are witnessing extreme climate events — long droughts, unprecedented heat waves — which are directly impacting harvests,” she said.
To adapt, she emphasized the urgent need for investment in developing heat- and drought-resistant coffee varieties, soil regeneration practices, and more efficient irrigation systems.

Nogueira also highlighted the ICO’s collaboration with international bodies, including the G7, the European Union, and the World Bank, to secure support for producers adapting to the new realities of climate change.

On the issue of economic sustainability, Nogueira acknowledged recent improvements in coffee prices but cautioned that affordability concerns among consumers must be balanced with fair compensation for producers.

“Consumers may feel that prices at supermarkets and cafés are rising, but it is crucial to recognize that fairer prices are necessary to ensure dignified livelihoods for coffee farmers,” she said.

In her closing message, Nogueira addressed coffee producers, particularly in Mexico, calling for greater innovation and environmental stewardship.

“We must continue seeking alternatives and innovations that respect the environment while ensuring sustainable production that supports farming families,” she said.

 

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The interview was conducted and originally published by El Mundo del Café La Revista, a leading Mexican coffee industry magazine, via its Instagram platform.