The Saudi Coffee Company, a Public Investment Fund fully owned company, established to enable Saudi Arabia’s coffee bean to be a global product, today announced the launch of its bespoke coffee brand, JAZEAN. Sourced from the south of Saudi Arabia, which is located in the verdant coffee belt and the best arabica beans selection from around the world, JAZEAN is a high-quality specialty coffee made sustainably from premium Coffea Arabica to deliver a blend that is uniquely Saudi to the world.
“JAZEAN is a labour of love. Love for our nation, for our culture, and especially our farmers who have sustained our coffee belts through generations.,” said Mohammed Zainy, Marketing Director at Saudi Coffee Company. “It is a symbol of our aspiration to develop a coffee industry that is rooted in sustainable production, from cultivation through to packaging. By developing JAZEAN, we are putting our local farmers on the map and giving them a platform to contribute to a national brand, which will take our homegrown product global.”
JAZEAN coffee is a unique blend of locally and globally produced Arabica beans. It is the product of one of the oldest coffee-growing communities in the world with over 800 years of coffee cultivation, based in the Saudi Arabia’s southern region coffee belt, which is characterized by fertile lands, groundwater, wells, and valleys.
JAZEAN’s flavour profile will be deeply representative of the land, climate, and farming practices of the region. It will spotlight the Coffea Arabica beans, which have been cultivated and elevated by successive generations of coffee farmers.
In addition to contributing to the economy diversification efforts through the launch of JAZEAN, the Saudi Coffee Company is investing in the south region coffee community by introducing and training farmers on global best practices, helping farmers select better quality seeds, refine their farming methods, manage their resources more efficiently, and pilot new techniques to increase quality yield. It will also support the entire value chain of national coffee production from cultivation until it reaches the consumer’s hands. This will be achieved through partnerships with the private sector while being sustainable in all stages of production, distribution, and marketing. Moreover , Saudi Coffee Company will work with baristas around the country to help them create experiences that will allow coffee lovers discover the richness, uniqueness, and authenticity of the Saudi coffee experience.
“Coffee, in all of its eastern and western variations, is such an intrinsic part of our day-to-day life in Saudi Arabia – it is associated with the biggest moments of our lives as well as the small daily delights. Additionally, it is part of our heritage and history and underpins our traditions of hospitality. However, we know that coffee is also a shared passion across the world and our ambition is to create a product that is a cultural ambassador – one that is deeply Saudi in flavor but global in appeal.”
JAZEAN will offer coffee products varying between specialty coffee, Saudi coffee, and others. It will do so through collaborations with the entities already operating, such as café, roasteries, and the HORECA sector, in Saudi Arabia to transform homegrown Saudi coffee from a local favourite to a global phenomenon. JAZEAN will be available for online purchase and select local cafes, starting September 4th, 2023.
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