Coffee consumption habit in Saudi Arabia has noticeably made a major transition in the last couple of years as evidenced by the growing number of international coffee brewer brands setting up franchisees and outlets in the Kingdom. Using their visibility in the local market as a barometer, it shows that the younger generations of Saudis - and that applies to other nationalities as well - prefer the taste of the Western-method of brewing introduced by leading international brands like Starbucks, Seattle's Best, Cafe Trottes, Costa and Joffrey's, to name a few. The traditional Saudi coffee called ghawa is now limited to special occasions, random checks showed. For one, Starbucks Middle East, launched on Monday in at its Le Mall outlet in Jeddah, its latest Black Apron Exclusive (BAE), Colombia Nari?o El Tambo, the 17th in this line of rare gourmet coffees. The new coffee, which is being introduced across the region, has been selected by Starbucks because of its rich flavor and the environmentally-friendly way in which it is cultivated. Starbucks Coffee introduced in the Kingdom a new variety/taste of coffee, with rare and exotic flavors. The Starbucks Coffee Ambassador demonstrated the art of perfect coffee making coupled with the best food pairing that enhances the new coffee flavor. Herlino Rose Jr., Starbucks are master in the Western Region, explained to Saudi Gazette the four fundamentals of a good coffee brew. He said the four fundamentals must be strictly observed to produce a perfect coffee brew, pointing out that commitment and dedication in the preparation are of paramount importance, too. He said preparation, grind, freshness and water quality are the basic guidelines in brewing the best-aromatic and tastiest coffee. Colombia Nari?o El Tambo is grown in the rich volcanic soil outside of the town of El Tambo, near the upper slopes of Colombia's Volcan Galeras. Eighty percent of the coffee from El Tambo is shade-grown, which protects tropical forests, the habitat of migratory birds and other wildlife. El Tambo growers do not use chemical fertilizers, contributing to a healthy environment and clean ground water. “Starbucks has long promoted environmental and social welfare in coffee-producing regions, maintaining a responsible and careful selection process,” said Antoun Abou Jaoude, marketing manager, Starbucks Middle East & Egypt. “In addition to selecting coffees cultivated using environmentally friendly practices, we have established a community-development endowment of $15,000 wherever a BAE coffee is grown to help bring stability to the region and improve the livelihoods of area coffee farmers so they can continue to run their family farms” added Abou Jaoude. “Education programs are in place to teach farmers proper water handling and sustainable growing practices, while price premiums are used to finance new wet mills, drying patios and water treatment systems, and to modernize the kitchens and bathrooms on a farm-by-farm basis for more than 1,200 families who have contributed beans for this special coffee.” Starbucks has worked with farmers in the Colombia Nari–o region for more than 18 years to improve coffee production and sustainability. This year the harvest was exceptionally good, and the coffee was granted the coveted Black Apron status. Colombia Nari?o El Tambo is produced by small family farms, less than five acres in area, in rich, volcanic soil at 2,100 meters above sea level, which explains its juicy acidity, floral aromas and citrus complexity. The coffee also has a distinctive chocolaty sweetness rarely found in the Nari–o region, which is known for its signature nutty flavor. Complementary pairings include citrus fruits, herbal and savory foods and chocolate. __
