Getting to know Mohamed Ali Al Madfai - Founder and CEO of Emirati Coffee.
How did the journey of Emirati Coffee begin?
The journey of Emirati Coffee began when I first encountered specialty coffee on a farm in Bali, Indonesia. I was struck by its unique taste and qualities and knew that I wanted to import specialty coffee to the UAE. In 2013, I returned to the UAE and set out on a mission to learn as much as I could about the industry. I studied at the London School of Coffee and gained extensive knowledge about the specialty coffee sector. Then, in 2017, I established Emirati Coffee with two of my high school friends. Today, Emirati Coffee is the largest locally owned specialty coffee roastery in the United Arab Emirates, importing specialty coffee from all over the producing world and offering a wide range of coffee blends and single-origin coffees. Our mission is to make specialty coffee accessible, affordable, and enjoyable for everyone.
Can you share more about Emirati Coffee's approach to sourcing and roasting coffee?
Our approach to sourcing coffee at Emirati Coffee is focused on sustainability and ethical practices. We work closely with our importers to choose the best suppliers who offer their pickers and farmers the greatest market rates. We seek out farmers who are active, practice sustainable farming, and promote agricultural innovation. We believe in cultivating genuine relationships with our suppliers, and we always strive to keep our supply chain transparent and traceable.
What was the inspiration for Emirati Coffee to decide to put coffees into the convenient capsule format?
We are driven by our mission to make specialty more accessible, and what is more accessible than a capsule.
We are driven by our mission to make specialty coffee more accessible to everyone, and nothing is more accessible than the capsule format.
Coffee is fuel to get us moving throughout the day, especially in the morning. What is your morning ritual like?
Nothing feels better than a juicy and bright cup of filtered coffee in the morning to get you moving throughout the day.
For me, coffee is the ultimate fuel to get me moving throughout the day. My morning ritual always starts with a juicy and bright cup of filtered coffee.
What are you most excited about right now and for the future of Emirati Coffee as a brand/business?
China. We are excited to be the first UAE-based coffee brand to enter the Chinese market.