| Hospitality News ME | Issue 89 | Aug - Sep 2013 74

TO KNOW ABOUT THE WORLD OF

COFFEE & TEA
EVERYTHING YOU NEED
We asked key industry players about
the use of pods versus grinding,
arabica versus robusta, machines,
tasting and even the importance of a
good barista
YOUR FULL GUIDE TO
Hospitality News ME | Issue 89 | Aug - Sep 2013 | 77
PRODUCT ZONE BEVERAGE
For one, there's the espresso
versus lhe Lebanese/Turkish
coffee conundrum, the limbo
between whose piece of the
cake is larger in HORECA versus
off-trade markets, regional taste
preferences and what consumer
palates have gotten used to, and
of course the erce competition
in gaining market share for a
commodity that is the highest
sold after petroleum, worldwide.
Espresso versus Turkish?
But rst things
rst. To Ryan
Godinho,
events
director,
International
Coffee &
Tea Festival,
Dubai, coffee
preference
is denitely culture-dependent.
When it comes to the UAE and
more specically Abu Dhabi, the
When it comes to Lebanon and the region
the coffee issues are many and there's a lot
brewing under the surface
Talking
BREW
population consists predominantly
of expats. So the knowledge and
apprecialion of Turkish/Lebanese
coffee may not be as dominant as
that of other Middle Eastern cities
that are home to a higher ratio of
locals to expats. "Espresso being
the basic preparation required
for many other coffee-based
beverages such as cappuccinos,
lalles, iced/cold coffees, would
have to say that the espresso
would likely be a clear winner in
terms of demand," he explained.
"The market is growing and
people are growing into espresso
addicts. They like the gadgets;
espresso machines at home are
fun. Espresso is simply a growing
trend, but it doesn't affect
Lebanese coffee. Everything
that is traditional won't change.
We are the market leaders for
the time being. Off-trade is our
winning market share and we
export to 46 countries. We are
very marketing oriented, we listen
to consumer demand and we're
very active on the ground with
our follow up and communication.
This is why we innovate new
products and look to offer the
clients a fresh
product," said
Nizar Labaki,
sales and
marketing
director,
HORECA
department,
Ste Ets
Michel Najjar.
"Within this complex world of
coffee, which sees a multitude of
local and foreign brands ghting
for a share in our countrys small
pie, our Lebanese coffee is still
leading the off trade due to
our long history in the market,
our loyal large consumer base,
and the fact that this segment
is untapped by multinational
companies," said Denise Safa,
vice president, Super Brasil.
Meanwhile, La Maison du Caf
Maatouk has widened its product
categories, namely by adding
the gourmet and private ranges,
with each range providing other
sub-variations like with or without
cardamom. Maatouks Private
Decaffeinated Blend has taken the
Lebanese coffee market by storm.
No chemicals or
additives are used
while extracting
the caffeine from
the green beans.
The process is done
100% naturally
using pure water
only
| Hospitality News ME | Issue 89 | Aug - Sep 2013 78
"No chemicals or additives are
used while extracting the caffeine
from the green beans. The
process is done 100% naturally
using pure water only, following
the Swiss water process. The
caffeine extraction process takes
place while maintaining the same
rich aroma,
delicious taste
and full body
of the coffee,"
explained
Michelle
Sayah,
marketing
executive,
Maatouk
Factories sal. Demand for this
decaffeinated blend has increased
during the past couple of years,
according to Sayah, because
consumers are becoming more
health-conscious.
Espresso is highly dependent
on the machine. The opposite is
true of Lebanese coffee. "Turkish
coffee is a tradition but people are
ghting to keep it sustainable in
the new era. No coffee machine
can give you the taste of a fresh
brewed Lebanese coffee. The
taste comes from the ritual itself.
The machine will not give the
residue vintage to Lebanese
coffee which is essentially, a
dilution of ground coffee in water
requiring
boiling and
brewing. The
machine will
give you the
convenience
but with 30%
less taste;
it's artisanal.
It takes three
minutes to make a Lebanese
coffee. At Al Rifai, we want to
make the perception of this
coffee young so we entertain this
legacy," explained Jean Nader,
group commercial director, Al
Rifai Roastery sal, who explained
that 73% of the Lebanese market
remains a coffee drinking culture
(the rest goes to espresso,
American, pods, instant, etc).
Al Rifai is soon to launch its new
brand set to enter the off-trade
market with new packaging, in
addition to being in 250 shops
worldwide and having 53 shops
in Lebanon. "We have the largest
equity in the MENA region and
export to 48 countries. We have
a great team. We know what the
Lebanese want and we have the
experience and tools to become
one of the real players because
we have been master roasters
since 1948. Soon, we are going
to distribute to points of sale
in the market and not just have
the coffee available within our
boutiques," explained Nader.
At Al Rifai's state-of-the-art
plant, the coffee is roasted
according to a prole batch that
is automatically documented. The
approved sample has to adhere to
a specic level of humidity, taste,
aroma, grinding and packaging
that are all computer recorded in
order to give the same consistent
taste in larger batches.
Are we "Lebanizing"
espresso?
Is locally roasted espresso as
good as its Italian counterpart?
"When we started Green & Co.
16 years ago, Illy Caff was the
rst company to introduce the
art and science of imported real
Italian espresso to the HORECA
sector in our region. The word
'barista' wasn't familiar and
most espresso on the market
was locally roasted generally of
cheap quality with the kilogram
selling between three and four
USD. When we started Illy Caff
our kilogram was selling at USD
34! Quality has since improved
tremendously with locally roasted
espresso," said Marc Naaman,
general manager, Green & Co of
the tremendous leap in quality
that the local market has made.
Illy Caff has recently won the
Illy distributor of the year award
for Lebanon. Over 120 countries
competed and were judged on
the consistency and quality of the
service offered. "It is denitely a
prize won with the help of all our
discerning clients, some of whom
have been serving Illy Caff
at their outlets for the past 16
years," he explained.
Recently Caf Najjar introduced
Gia capsule machines for homes,
ofces and HORECA, which cost
USD 2.5 million in research and
development. Gia blends are also
set to enter HORECA as loose
coffee. "Our Gia capsules are
strong, mild and decaf - with two
other blends set to follow - and
the machines are very affordable,"
said Labaki.
The strong avor has six origins
making up the coffee blend, which
is a mixture of arabica and green-
washed robusta beans. The mild
has seven origins of only 100%
arabica. The decaf has one origin,
which is the Brazilian Santos. The
7-layered plastic technology of
the Gia capsule is inimitable and
the taste of its espresso blends is
completely different from Najjar's
Il Gustino espresso blend. "This
is a completely new product,
another blend; another taste,"
explained Labaki.
Variety is Key
What is the advantage of offering
several blends rather than
one type of coffee? "You are
limiting your market when you
only provide one type of coffee.
Various blends satisfy different
tastes. Not all clients like one
type of blend. For instance, the
nice thing about Zicaff is that it
is authentically Italian, specically
from Western
Sicily, the
birthplace
of espresso
and provides
clients with
several blends
in decaf
or regular
options,"
explained Nawaf Beydoun,
managing director, Crematica
Coffee Solutions.
Small restaurants, cafs and
ofces usually offer more
than one blend in pods and
capsules, whereas outlets of high
consumption need loose beans of
various blends. "Denitely cafs
and restaurants are our largest
market now, especially with our
Zicaff Crema in Tazza blend, the
only blend in Lebanon certied
by the National Institute of Italian
Espresso.
"Ets. Rac Abi Nasr has diversied
to produce all types of coffees
that cover all sectors. Prestigio
Espresso is consumed mostly
in ofces, restaurants and
coffee shops, The Western cup
is enjoyed mainly in hotels,
universities and coffee shops and
Caf Abi Nasr Lebanese coffee
is consumed everywhere. Our
goal is to give the customer the
perfect cup
of coffee
whether they
are relaxing at
home, working
at the ofce
or are out in
a restaurant,"
said Firas Abi
Nasr, general
manager, Ets. Rac Abi Nasr.
Time management and waste
control have also become key
factors for a restaurateur. "The
introduction of the 'pod' in the
coffee market revolutionized
The pod, an already
dosed pouch
of ground
coffee, packed
in a protective
atmosphere,
changed the rules of
the game
PRODUCT ZONE BEVERAGE
CONGRATULATIONS LEBANON.
| Hospitality News ME | Issue 89 | Aug - Sep 2013 80
it. Traditionally, grinding coffee
on the spot used to be the
only solution. The pod, an
already dosed pouch of ground
coffee, packed in a protective
atmosphere, changed the rules
of the game. It made coffee
brewing easier
havoiding
the hassle
of grinding
and tamping
within a more
controlled
environment,"
explained
Roy Daniel,
managing partner, Automatic
Brewers (Barista).
Points of sale
Good coffee should be readily
available. Such is the case with
Mountain Mudd Espresso, which
is serving 20 high-quality products
to satisfy everyones needs. "You
have to be accessible and have
variety with exceptional service
and continuous development
for a good reputation. Over the
years, Mountain Mudd Espressos
concept and coffee have been
rened into the drive-thru coffee
that encompasses nine kiosks
distributed across Lebanon. If
you want to catch your breath
and stay a while, there is no
better place to be. Points of sale
are in Amchit and inside Metro
Express at all IPT stations, in the
US Embassy (Awkar) and in the
University of Balamand (North
Lebanon). We also supply easily
displaceable kiosks that can be
set up at festivals, public gathering
areas, events, and exhibitions.
We have recently participated in
Taste of America, Byblos festivals,
Beiteddine festivals, Horeca, and
Mazitou," said Amal Rouhana,
brand manager for Mountain
Mudd Espresso at LIP sal (a
member of IPT Group).
The interactive machine
Al Rifai has recently introduced
a Swiss grinding machine called
Bitting that fully interacts with
the consumer. It has six fully
automated silos with each silo or
tube containing one of six different
coffee origins. The machine allows
the consumer to blend different
coffee origins to taste.
Staying up to date
Meanwhile, many coffee suppliers
are looking into entering local and
worldwide championships in order
to develop
their company
rapport. "We
have a Barista
champion at
Cafs Richard
who is Mr.
Branislav
Beronja, a
certied judge
since 2010 in the Word Barista
Championship. He visits us four
times per year to train our clients
baristas. Lately we conducted a
workshop to all Linas staff and
came out with great results," said
Joelle Younane Wakim, senior
brand manager, Gabriel Bocti.
Coffee in resto/bars
As bar owner and managing
partner of Mindset Holding,
Nawaf Beydoun has monitored
the young generation's taste
preference in beverages. So does
instant coffee satisfy the new
generation? "Espresso lovers love
their espresso. When you want
espresso, you order one. When
you feel [like a] Nescafe, you
order [one]; they are completely
different. It all comes down to
taste and what each person likes.
Many bars and restaurants are
now moving towards using fresh
ingredients on their menus. Just
as bartenders are using fresh fruit
for cocktails, they are also using
espresso to provide authentic
fresh tastes for their clients. For
example, at Malgo - Publicity
Jbeil - we have an espresso
daiquiri, which is very popular," he
explained.
Can you give us
some insight into the
sustainable practices for
Nespresso?
"The Nespresso sustainability
journey started more than 20
years ago in 1991, when we rst
implemented capsule collection
systems in Switzerland, and
since then we have embedded
sustainability in our value
chain, from the coffee cherry
to the cup,
said Pierre
Debayle,
country
business
manager,
Nespresso
MEAC.
Nespresso
launched
the global Nespresso AAA
Sustainable Quality Program,
in 2003. Its vision was then
dened in 2009 with the launch
PRODUCT ZONE BEVERAGE
of Ecolaboration with Nespresso
making three sustainability
commitments about coffee
sourcing, capsule recycling and
carbon footprint reduction even
in the MENA network, to include
the recycling of capsules in Dubai,
starting September.
"We recently unveiled the results
of a study measuring the social,
environmental and economic
conditions for Nespresso AAA
Sustainable Quality Farms in
Colombia. The results showed
that of the AAA farms surveyed,
including those that have obtained
Rainforest Alliance certication,
22.6% experienced better
social conditions, 52% better
environmental conditions and
41% better economic conditions
than non-AAA farms," explained
Debayle.
"Zicaffs commitment to
environmental sustainability is
proven by the deployment of ISO
14001 Management System. We
are proud to provide a brand that
combines skillful workmanship
with the latest technologies,
environmentally friendly practices
that support sustainable
farming and follow a dynamic
management system," explained
Beydoun.
The importance of
packaging
How do you sustain the freshness
of a perishable product like
coffee? "We believe in excellence.
It starts with excellence in
running our operations starting
from selecting our green beans
from nest origins to delivering
our premium quality coffee packs
to the consumers, and packaging
is a very important stage in the
production line," explained Sayah.
She dubbed Maatouk's packaging
as unique, be it in the quality
of the material used or the fact
that the company adheres to
European standards for vacuum
packing coffee packs using the
double layer mattaluminum
packaging. "We make sure the
oxygen is 100% removed from
the pack and nitrogen is ushed
to ensure our consumers enjoy
the coffee taste, aroma and body
every time that they open their
coffee pack," she explained.
"Coffee has three enemies:
humidity, oxygen and light. Good
packaging material represents a
barrier to all three natural factors
mentioned, hence preserving the
quality," said Daniel. "Generally,
coffee taste degrades within 10
to 14 days from roasting if it is
exposed to oxy-gen. Therefore,
packaging, with an adequate
barrier level from oxygen and
moisture has a huge impact
on the quality of the product
especially when its distribution
extends to more than a week.
Poor packaging can deprive the
product from its avor, taste and
color. Selection of proper packing
is imperative to us," explained
Rouhana.
"But if we are to look at things
as they are, most of us as
coffee suppliers do vacuum
packaging with nitrogen to
preserve freshness. What is
most important is what is inside
that package. The package will
simply attract the consumer but
it's what's inside the pack that
will keep them opting for it," said
Nader.
You have to be
accessible and
have variety with
exceptional service
and continuous
development
| Hospitality News ME | Issue 89 | Aug - Sep 2013 82
The Easy Serving Espresso
Pod (ESE pod) is a small,
packed coffee disk with a
paper lter covering; each pod
contains seven grams of coffee
compressed into a food safe lter
package. Advantages of the ESE
pods include convenience, speed
of preparation, easy cleaning,
consistency of taste, and less
waste of coffee grounds. The
main disadvantage is usually the
higher cost per serving, which
usually evens out when compared
to waste management.
Here's what the players
had to say
"The original use of pod machines
was to relieve ofce personnel
from the tedium of continuous
espresso brewing for ofce staff.
In later years, pod-compatible
machines
were
developed for
homes and for
restaurants.
Most coffee
lovers consider
the taste to
be inferior
to traditional espresso made
with freshly ground beans. The
quality of a cup of espresso is
highly subjective, and freshly
made espresso is dependent
upon the skill of the barista,"
said Habib El Khoury, sales and
marketing manager, Linea D sarl,
representing De Longhi espresso
machines.
"The pod drastically increases
the consistency of the coffee
and its taste. There is no margin
of human error while preparing
an espresso - given the coffee
machine is well-maintained.
In terms of cost control, it is a
simple formula: one pod equals
one cup of coffee. Grinding
coffee, as enjoyable as it is,
leads to a lot of waste and waste
means opportunity loss," said
Roy Daniel, managing partner,
Automatic Brewers. He added
that Barista Espressos Pod is
widely consumed in households,
ofces and most importantly, in
the HORECA market.
"We denitely see a difference
in the consumption of fresh
beans versus pods and capsules
with our HORECA clients.
Pods and capsules are there
for a quick espresso, allowing
for cost control, monitoring
consumption and do not require
professional staff. But at the end
of the day, loose ground coffee
beans will provide you with a
better aroma, which we see
with our HORECA clients that
are looking to give ner quality
coffee," said Nawaf Beydoun,
managing director, Crematica
Coffee Solutions.
Fresh beans require knowhow.
"We are expanding to clientele
with higher consumption rates
that are often choosing the loose
coffee route. But there are steps
that a professional barista has
to follow to make that proper
espresso," he explained. First,
you need someone to grind the
coffee to the proper level of
neness/coarseness, the right
amount per gram, knowing how
to operate and clean the machine.
The choice ultimately depends
on the client's consumption and
taste. Crematica recently released
the Zicaff Densaroma Capsules
(also available in pods), which
consist of a blend of sustainably
harvested ne arabica beans.
"This product is ourishing in our
market in Lebanon and it has
already shown a tremendous
success," said Beydoun.
"There is no perfect coffee, it is
a matter of taste. Everyone has
their own taste. Some people
like the pods, others like the
capsules, others like the loose
coffee. There is no product that
is better than the other. It's
simply a question of taste and
convenience," said Nizar Labaki,
sales and marketing director,
HORECA department, Ste Ets
Michel Najjar.
The one disadvantage of the pod
is that the brewing mechanism
is made of cast aluminum, iron,
a combination of aluminum
and brass or pure brass, which
after prolonged heating and
PRODUCT ZONE BEVERAGE
Today most renowned espresso machines are compatible for use
with the 45 mm diameter pod. So what do the players think of the
pod vis-a-vis ground coffee?
To pod
or to grind?
Hospitality News ME | Issue 89 | Aug - Sep 2013 | 83
drawbacks:
the price of
the machine
is quite
expensive,
capsules or
the pods is
a budget
by itself.
You're usually
limited to the manufacturer's
blend, and you are restricted in
drinking the packed weight of
the espresso grounds (usually 7
grams), and you would not enjoy
experimenting with different
blends," he explained.
is of the same
philosophy.
I suggest pods
to outlets that
dont have a
professional
barista
responsible
for the coffee
machine;
in that case, it is advisable to
restrain mistakes and standardize
coffee taste using pods. But
loose, freshly ground coffee, if
properly done, [Lavazza Espresso]
tastes like heaven," she said.
Properly done means correct
coarseness of grind, precise
measuring of coffee, accurate
tamping, correct cleaning of
handles, using the right machine
and nally the precise extraction
time.
Amin Younes, managing partner,
Cafe Younes sal, is a fervent
admirer of loose ground coffee.
"HORECA professionals are
starting to realize the drawbacks
of coffee pods, favoring taste
to convenience. To be fair,
this method is practical and
less messy. But it has many
"Medium to high coffee
consuming establishments will
always opt for loose ground
coffee since they have a cheaper
cost and a better quality cup.
However, when it comes to lower
demand and certain espresso
blends like decaf, pods are used
so that there would be a better
control over stock management.
But nothing beats fresh ground
coffee," said Denise Safa, vice
president, Super Brasil.

Nothing can beat the aroma of
freshly ground beans and the
thick forth of freshly brewed
espresso. However, reaching
this result can be very time
consuming. This is why espresso
pods have been invented. It is a
faster, easier and more consistent
way of having an acceptable
espresso cup. Still, the process of
grinding the coffee and packaging
it to be used in the future will
no doubt cause a loss in the
freshness and aroma," said Firas
Abi Nasr, general manager, Ets.
Rac Abi Nasr.

Zeina Ghazal, brand manager
Lavazza, G. Vincenti & Sons sal,
cooling, may develop cracking,
which would cause it to deliver
low-quality coffee and require
maintenance.

At Caf Najjar, in order to give
a more heightened consistency
they introduced the Gia capsule
machine. "The capsule system's
brewing is in plastic and is a
onetime use, so there is no tear,
and the machine would require
less maintenance. It is a new
product that offers a fresh coffee,
is user-friendly and controllable,"
explained Labaki.

"It is not a question of whether
pod or loose wins, but a question
of what is more adapted for each
outlet. We propose that our
clients use pods when we serve
less than 20 cups a day, when
strict control is needed and when
all the waiters will be preparing
coffee. Using beans requires a
professionally trained barista,
knowing that once ground, the
coffee starts losing its precious
aromas," said Marc Naaman,
general manager, Green & Co.

'Pods are for snall oullels/
restaurants with a maximum
consunplion of 900 pods/nonlh.
They are convenient, containing
the exact dose of coffee (7g)
ready to use and well protected
by its cover. For loose beans, we
highly recommend them for larger
consumption in coffee shops
and hotelssince beans are
cheaper than pods and where 1kg
loose coffee can yield 130 cups
of espresso," explained Joelle
Younane Wakim, senior brand
manager, Gabriel Bocti.
HORECA
professionals are
starting to realize
the drawbacks
of coffee pods,
favoring taste
to convenience
It is a new
product that offers
a fresh coffee, is
user friendly and
controllable
| Hospitality News ME | Issue 89 | Aug - Sep 2013 84
PRODUCT ZONE BEVERAGE
While some coffee suppliers
believe that robusta is necessary
to the blend, avor and froth
of their coffee, others believe
that only an arabica blend is
acceptable. Robusta is known
for its extra edge and froth,
while Arabica is full-bodied and
wholesome in avor.
"Fine coffee is arabica coffee,
which is named for its original
creators, the Arabs, who brought
it from its native East Africa to
the Arabian Peninsula, in the 15th
century. All the delicate, much
prized avors possible in coffee
are found in arabica. At Caf
Younes, where we offer freshly
roasted beans, we only use
When we asked "coffee people" about the
avors of their single-origin coffees and
coffee blends, we couldn't help but realize
the signicance that they attributed to arabica
versus robusta beans
Arabica versus
robusta beans
arabica beans and not robusta,"
said Amin Younes, managing
partner, Caf Younes. The other
commercially important species
of coffee, robusta, is named
after its robust outer shell. Its
advantages are the low cost
and the hardiness. For those
interested in watching their
caffeine consumption, arabica
offers the advantage of half the
caffeine content.
In general, Lebanese/Turkish
coffee is known to use nearly
100% arabica in its blends.
Meanwhile, many espressos will
use a small percentage of high-
end robustas along with a wider
spectrum of arabicas, but many
coffee experts believe that a ne
espresso can only come from a
blend of 100% arabica beans.
"Illy produces only one blend,
with more than nine origins
and it is 100% arabica. Robusta
is generally cheaper, with less
aromas and more caffeine," said
Marc Naaman, general manager,
Green & Co. Since its inception
in 1933, Illy Caff has chosen to
focus on a single, 100% arabica
blend, made up of nine origins.
"In other words 'one blend, one
brand,' the same taste wherever
you are in the world. We dont
have different coffee avors or
cheaper and more expensive
blends. This is the best blend we
can do, based on our 80 years
experience," explained Naaman.
Illy is always pushing its research
and development, according to
Naaman and is on the lookout for
even better origins or haciendas,
it may be from the same country
but a different region, that will
deliver top quality and amazing
aromas to be used in the blend.
"Once roasted, all coffee beans
look the same. But actually there
are dozens of different varieties.
The difference between the two
beans is signicant. Arabica and
robusta differ in taste, growing
conditions and price," said Amal
Rouhana, brand manager,
Mountain Mudd Espresso at
LIP sal (a member of IPT Group).
Arabica beans tend to have a
sweeter, softer taste, with tones
of sugar, fruit and berries. Their
acidity is higher, with that winey
taste that characterizes great
coffee. Robusta, however is
valued especially in espresso for
its deep avor and rich froth or
cream. "Mountain Mudd Espresso
has nine different beans, each
roasted individually over natural
Oakwood re, and then blended
together once the roasting is
complete," explained Rouhana.
Jean Nader, group commercial
director, Al-Rifai Roastery sal
believes that the coffee blend
depends on the type of coffee
that you want to make and what
it calls for. There are robustas
that are more expensive than
handpicked arabicas. "In order
to have good espresso with rich
foam, aroma and blend you need
a percentage of high-end robusta
along with arabicas that are
good to build on, when making
espresso. We build the espresso
blend on the structure that comes
from a full bodied arabica along
with a percentage of Ethiopian
robustas."
Lebanese coffee is generally
made from Brazilian arabica,
mainly from the Rio Minas
region. To the Lebanese, Rio
Minas has turned into the most
conventionally requested coffee,
in terms of body, lots of acid but
little aroma. "At Al Rifai, we use
a lot of Santos,the best Brazilian
100% arabica, in our Lebanese
coffee and no robusta," said
Nader.
Turkish coffee is different from
Lebanese coffee, in that it is a
lighter roast and therefore more
acidic, it is a ner, more powdery
grind and uses 18% Brazilian
robusta also known in some areas
as conilon, along with Arabica.
"When you talk about espresso,
all are blends. The more you
choose gourmet beans the more
you have a high quality of coffee.
When you are using Arabica, it's
handpicked, hand-washed and
hand-packed. But Robusta is not
a bad coffee. You have a large
variety of robustas that are just as
good as arabicas. It's a question
of how every roaster blends his
coffee. Every espresso has a
secret recipe," said Nizar Labaki,
sales and marketing director,
HORECA department, Ste Ets
Michel Najjar.
"From a commercial point, one
main reason coffees are blended
is to use lower-quality coffee in
the blend. Another reason is to
create a proprietary or signature
blend that leads consumers to
associate a particular taste with
a particular brand image," said
Denise Safa, vice president,
Super Brasil. Blending is
essentially done to make a coffee
that is higher in cup quality than
any of the ingredients individually.
"But high quality arabica coffee
The difference
between the two
beans is signicant.
arabica and robusta
differ in taste,
growing conditions
and price
Hospitality News ME | Issue 89 | Aug - Sep 2013 | 85
FACTS ABOUT ARABICA
AND ROBUSTA
should be able to stand alone. It
should have a good clean avor,
aroma, body and aftertaste," she
continued.
Arabicas are delicate, requiring
cool, subtropical climates, lots
of moisture, a rich soil, shade
and sun. They are handpicked
only when perfectly ripe, which
contributes to their high cost.
Lavazza Pienaroma beans are
100% arabica according to Zeina
Ghazal, brand manager lavazza,
G.Vincenti & Sons sal., It is
impossible to have 100% robusta
in a coffee cup, it is always a
blend of arabica and robusta,
whelher ils 60/40, 30/20 and lhis
is what makes their richness," she
continued.
She further explained that robusta
beans are grown at a lower
altitude, 200-800 meters above
sea level, and are hardier plants
with no shade during the day,
and are less susceptible to pests
and rough handling. "They are
mostly machine-picked, therefore
blends are usually at a lower
cost of production. Lavazza Gran
Espresso is a blend between
arabica (60%) and robusta (40%).
It also has a very rich cream or
froth," explained Ghazal.
It is believed that coffee was
rst discovered in Ethiopia.
Arabica offers up to 1600
avors and characteristics.
It needs to be grown at an
altitude of no less than 800 m
above sea level and is mostly
cultivated along the equator.
The higher the arabica grows,
the more intense its avors
tend to be.
Robusta can grow at sea level,
is generally a bigger bean but
does not offer the spectrum of
avors and characteristics and
is not considered a specialty
coffee. In some countries,
robusta is included as a
percentage in a blend and the
consumers are not used to the
bitter earthy avor, often opting
to add sugar to their coffee to
mellow the taste.
Arabica beans resembling
ripe cherries are selectively
harvested by hand. Pickers
scan the trees every 8 10
days, choosing only the coffee
cherries that are at the peak
of ripeness. Arabica harvest
is labor intensive, thus more
costly. Laborers who pick
coffee by hand receive payment
by the basketful; as of 2003,
payment per basket is between
USD 2 and USD 10, with the
overwhelming majority of
laborers receiving the lower end
of the pay scale. Coffee pickers
are specically instructed not
to pick green coffee berries
because their seeds are not
fully mature. This is typical of
growers who harvest for higher
end/specially coffee, where
the pickers or farmers are paid
better for their labor. This is
because these farmers have
to have more experience and
know what to choose and what
not to choose. Gourmet coffee
is more expensive, starting with
the source and ending with the
nal consumer.
Depending on the grower,
mixes of green and red
berries, or just green berries,
are used to produce cheaper
mass consumed coffee beans.
Red berries, with their higher
aromatic oil and lower organic
acid content, are more fragrant,
smooth, and mellow. The most
experienced coffee picker can
only pick six to seven baskets
per day.
| Hospitality News ME | Issue 89 | Aug - Sep 2013 86
PRODUCT ZONE BEVERAGE
So how do you choose when
there is an endless array of
possibilities? It all presses down
to, well a good press system,
temperature control and a good
ltering mechanism.
The Essentials
"Espresso is all about pressure
and temperature. A good coffee
machine has to have these specs.
Good water, good pressure
and constant cleaning of the
machine are essential. Water
produces limescale, which could
alter the taste of the coffee. Our
Gia machine (for both capsule
and loose coffee), provides that
balanced ratio of quality to price
to trendy design," said Nizar
Labaki, sales and marketing
director, HORECA department,
Ste Ets Michel Najjar.
"For 16 years we have distributed
Wega espresso machines as well
as the iconic LaMarzocco used
by almost all top coffee shops
and baristas worldwide. But the
fact is, the best coffee machine
is the one that is best serviced.
A top machine without a regular
maintenance service will extract
very bad tasting cups," explained
Marc Naaman, general manager,
Green & Co.
"Purchasing an espresso
machine is certainly a big
decision! Espresso machines
are a monetary investment,
but they will reward you with
Did you know that, as a restaurateur, no matter how good your
espresso blend is, without the right machine, you could be losing
much of the aroma, taste and froth in your coffee?
The mean machines
saving money in the long run,"
said Habib El Khoury, sales and
marketing manager, Linea D sarl,
representing De Longhi espresso
machines. A super automatic
machine will give that consistency
in the volume, avor, and taste
at the touch of a button. You can
grind, tamp, brew, and discard
the used espresso grounds in one
click, something that provides
time-management in both new-
age lifestyles and the HORECA
sector.
Want what you need
"We encourage clients to use
machines that match their
consumption, staff training level,
whether they have a barista
available and of course clientele,"
said Nawaf Beydoun, managing
director, Crematica Coffee
Solutions. The main focus is
to advise coffee retailers and
ensure that they are equipped
with proper training, products
and equipment that is required
for them to produce the perfect
cup."Sometimes a client will
request a large machine, and we
help them to see the benets of
using a smaller or semi-automatic
machine. Other times, when we
see that their consumption has
increased, we encourage them
to use a larger machine," he
explained.
"The making of a good espresso
depends on how well it is
pressed. Although the best
blends could come from Sicily or
Napoli, the best espresso that I've
had was in Milan, not because
of the blend but because of the
machine. The coffee shops in
Milan know what they're doing,"
explained Jean Nader, group
commercial director, Al-Rifai
Roastery sal.
Programming
Super automatic machines
provide the capability to
program customized drink
selections with one button,
so the machine will be able to
remember exactly how you
like your espresso, cappuccino,
caf latte or macchiato. "Not all
outlets have trained baristas,
so user-friendliness is key and
self-cleaning cycles and capsules
for the machine are a must,"
explained El Khoury.
Proper Extraction
Roy Daniel, managing partner,
Automatic Brewers (Barista)
gives the essentials. "Drinking
a good cup of espresso is the
result of many factors, the most
important being a good coffee
machine. Espresso is a drink
that is best prepared with a
machine, hence the importance
of temperature, pressure and
cleanliness that play a crucial role
in the outcome."
According to Daniel, proper
extraction occurs at 90 C to 96
C. The lower the temperature
the more acidic the taste, the
higher the temperature the more
the bitterness. Eight to 10 bars
is the ideal pressure range for
good espresso extraction. "The
essential oils that coffee beans
contain will likely get stuck over
time in parts of the machines, so
cleanliness is key," he explained.
Beydoun agrees and adds that
the installation of the machine
must be done correctly from
the beginning and that the staff
must be trained and reminded
with extra workshops. "When
all these steps are followed the
coffee machine can perform
to its maximum potential. At
Crematica, we make sure that our
clients receive adequate training
and follow up so that they are
satised and our technicians are
twiddling their thumbs," he said.
In the quest
for the perfect
cup its
important to
not just focus
on one of these
factors as they
all contribute
to the nal
product
| Hospitality News ME | Issue 89 | Aug - Sep 2013 88
PRODUCT ZONE BEVERAGE
The perfect espresso is a
combination of the machine,
grinder, blend and barista. In
the quest for the perfect cup its
important to not just focus on
one of these factors as they all
contribute to the nal product,
said Zeina Ghazal, brand
manager Lavazza, G.Vincenti &
Sons sal. Cleanliness is the key
word, "Lavazza sets very high
standards on cleanliness. The
handles must be simmered in
hot water every night to remove
coffee residues. The cappuccino
wand must be cleaned after
each serving, before serving the
drink to clients. Burnt milk can
cause cancer and the clients
health must be the rst priority
of any respectable outlet, she
continued.
Traditional versus super
automatic machines
The traditional manual espresso
machine is often more affordable
than a super automatic and
more suitable for an espresso
connoisseur or aspiring barista.
If you want to have more control
and input into your espresso
avors, then this would be
the perfect machine for you.
Essentially a traditional espresso
machine will require you to grind
your espresso beans, tamp them
and brew the espresso. You will
also steam the milk manually
to create customized espresso
beverages.
"This is a wonderful type
of machine to use to truly
experience the authenticity of
espresso because you will be
involved in every step of making
that cup," said El Khoury. This also
allows you to alter methods of
brewing, to change avors and
consistency and get your drink
exactly how you would like it.
"Obviously, a traditional manual
espresso machine using ground
coffee would not be ideal at all in
an ofce setting, but it is perfect
for a barista or espresso lover," he
continued.
What wins in HORECA?
Pods or loose coffee machines?
The advantages of pods include
convenience and speed of
preparation, easy cleaning,
consistency of taste, and
less waste. "Pod compatible
machines were developed for
small restaurants and other
food service businesses, where
espresso was not a specialty. The
use of a pod machine eliminates
most of the training required to
operate conventional espresso
machines," said El Khoury.
Some believe that the consistent
quality of premium espresso pods
is comparable to the average
cup of handcrafted espresso and
could boost consumer loyalty.
Current pod technology produces
a high volume of cream or foam
created at the top of the cup, and
a taste that many consumers nd
comparable with what is available
in current espresso bars.
And for some real wear and
tear, the Worldwide Barista
Championship uses the Aurelia
machine, which has been chosen
each year, since 2009, as the
ofcial machine of the event.
"With the support of an excellent
machine and a perfectly blended
coffee, you can brew a perfect
espresso with thick crema and
depth in avor," said Firas Abi
Nasr, general manager, Ets. Rac
Abi Nasr, local distributor.
In semi-commercial use
For instance, the Delonghi Super
automatic machines allow you
to program the following: the
volume of shot that you will brew,
(short, medium or long) one cup
or two cups, the type of drink you
will brew (espresso, cappuccino,
caf latte or caf macchiato), the
strength of the shot that you will
brew, (extra mild, mild, standard,
strong or extra strong) and they
will even foam or steam the milk
for you. So they are great for
semi-commercial use like small
bistros, hotel rooms and ofces
or for home use, said El Khoury.
Many people prefer the use
of super automatic espresso
machines because they also
include a built-in coffee grinder,
in order to save on purchasing
additional accessories, while
reducing downtime. These
machines also have the feature
of a bypass doser that allows
you to input pre-ground coffee if
you want to brew another blend.
These machines are preferred
because the brewing and frothing
will work side-by-side, so the
entire beverage will dispense
into the cup without you having
to move it and are made of
premium components to provide
a longer life to the operation of
the machine.
The capsule machine
In line with the idea of cost
and waste management is the
well-known Nespresso capsule
machine. "Elegant, innovative
design combined with forward-
thinking technology make this
machine a natural t for the
hospitality industry, offering the
perfect combination of design
and technology. It's about giving
a full range of smart and stylish
coffee machines with a variety
of designs, functionalities and
prices," said Pierre Debayle,
country business manager,
Nespresso MEAC.
Nespresso continues to expand
its B2B range with the Zenius
machine and the professional
grade Aguila, for fast delivery in
establishments in the HORECA
segment demanding high quality
gourmet coffee.
"The Aguila produces an
impressive 400 cups per hour and
is especially practical for those
with larger volume requirements.
The Zenius on the other hand is
the perfect solution for smaller
restaurants, bistros and ofces
So for instance,
we don't have a
different behavior
in the machine,
after let's say
1,000 cups
with a smaller volume capacity
for premium quality coffee,"
explained Debayle.
Quick to jump on board the
capsule trend locally is Ets.
Ste. Michel Najjar, who saw the
opportunity to introduce the
affordable Gia coffee machine,
with a trendy ergonomic design.
"Ofces, hotel rooms, and clubs
will want Gia the most, and for
high turnover clienteles, there
is a loose coffee Gia that is
especially designed for HORECA.
The machinery has been
extensively studied; we have
done it right and invested over
2.5 million USD on it," explained
Labaki.
Having cooperated with a
renowned Italian expert to
develop the taste and blend of
the espresso, Gia is a machine
that utilizes a 7-layer plastic
capsule that's made in Germany
and cannot be used in other
machines. The main difference is
that the brewing system is within
the capsule itself. This provides
a consistently good coffee every
time. "So for instance, we don't
have a different behavior in the
machine, after let's say 1000
cups," said Labaki. The machine
is also programmable to give you
the cup level that you want.
| Hospitality News ME | Issue 89 | Aug - Sep 2013 90
PRODUCT ZONE BEVERAGE
Nutty aromas, chocolaty textures,
acidity levels, full-bodied,
aftertaste, dense in the mouth,
sour, sweet, bitter and the list of
similarities in describing some of
our favorite beverages goes on
with the possible exception of
cupping a term that may have
trouble traveling far outside the
coffee circle.
The parallels between coffee
and wine production are almost
identical except that a coffee
roaster can change the outcome
of a particular bean in as little
as 15 minutes, whereas a wine
maker may need to wait for years.
But while the grape varietals are
mentioned on most wine bottles,
the coffee industry, the second
strongest commodity after
There couldnt be two more opposed
beverages as coffee and wine; one puts a
spring in our step, the other puts us to sleep.
Yet, these contrary drinks share a lot of jargon
that will have baristas using terminology
typically heard in wine circles
Coffee & wine
share a stage
petroleum, remains shy about
it sources and how it blends its
arabica and robusta beans. The
origin of the coffee available to
us, whether from Rio Minas or
Ethiopia, remains mysteriously
missing from the package label.
Many a time it is simply the taste
or price of the product that will
hint as to its origin and quality.
So, does a ne coffee require a
good blend rather than a single-
origin bean? To Amin Younes,
managing partner, Caf Younes,
the world of ne coffee is divided
into people who think in terms of
blends and people who persist in
looking for perfection in a single
coffee. "I truly insist that very few
coffees have everything. Upon
tasting a single origin bean, the
rst thing that comes to my mind
is 'what would be good with
that?' Someone blending for
avor will think about each bean
and what will ll in the missing
notes (spice, fruit, body, delicacy...
"We advise our clients to try
blending two or three coffees at
home and vary the proportion
of scoops, taking notes on each
day's experiment. The result is
that they will nd 'a whole that
is far greater than the sum of
its parts' - the perfect blender's
favorite quote," he explained.
"The picking, aging, roasting
and blending is an art in its own
right; a marinade of art in a cup.
Just like wine, the production
of a ne blend requires intricacy
in the details," explains Nawaf
Beydoun, managing partner,
Crematica Coffee Solutions
representing Zicaff Italia. Utmost
care is given to the blending
and roasting phases during the
production process because
they will give birth to the key
features of taste, aroma and froth.
Roasting gives the beans a brown
color, caramelize the sugars,
carbonize the cellulose and create
those various compounds that
give aroma to coffee. "The Zicaff
plant uses hot airstreams to
homogenously and gently roast
the beans for a uniform roast,
after which their temperature
is cooled down with a forced
airstream," he explained.
"Both have hundreds of chemical
compounds that affect the
avor. A wine drinker swirls a
glass to release a wines aroma,
and a coffee drinker senses the
aromas on different areas of the
palate," said Amal Rouhana,
brand manager, Mountain Mudd
Espresso at L.I.P. sal (a member
of IPT Group).
In the coffee industry, we hear
about the similarities between
wine and coffee all the time:
both are sniffed and sipped for
pleasure, both offer a complex
variety of avors and aromas,
and both enhance meals and
occasions. "Looking beyond the
common aesthetics and culture of
these two drinks, wine and coffee
share another trait, their industries.
Both are agricultural products from
specic regions affected by the
amount of sunshine and water
they receive during the growing
process," she stated.
Denise Safa, vice president,
Super Brasil said that "the
passion wine and coffee lovers
share for those products, the
innite blends and aromas which
exist, and the fact that both
are an acquired taste show the
parallels between both. They are
both there to indulge oneself at a
specic moment of the day, or are
social beverages and conversation
stimulators".
Both are sniffed
and sipped for
pleasure, both offer
a complex variety
of avors and
aromas, and both
enhance meals and
occasions
| Hospitality News ME | Issue 89 | Aug - Sep 2013 92
PRODUCT ZONE BEVERAGE
And just like wine, the best coffee
is fermented and then roasted, a
two-fold procedure. Kopi Luwak is
the most expensive coffee in the
world and is available at several
outlets including, Caf Najjar.
The Kopi Luwak animal eats the
coffee cherry or fruit. The seed
of the cherry, which is actually
the coffee bean that we know,
will pass through the animals
digestive system and marinate
and ferment to give a special
aroma. It is then appropriately
washed and roasted, explained
Nizar Labaki, sales and
marketing director, HORECA
department, Ste. Ets Michel
Najjar.
"Its been said that coffee is the
new wine. The correlation is
substantiated by the growth in
coffee popularity and the further
education of coffee as a specialty
commodity," said Ryan Godinho,
events director, International
Coffee & Tea Festival, Dubai.
He further explained that
they have been witnessing
the development of coffee as
a science similar to enology
(the science of making wine),
although at the moment there
is no specic name for coffee
science. The people behind the
development of specialty coffees
often discuss the varietals, best
growing regions, qualities and
characteristics of favorite coffees,
their complex avors, best food
pairings and so on, all of which
resonate with the language of
wine connoisseurs.
Godinho hit the notes spot on:
"There is wine tasting and coffee
cupping in wine bars and/or
coffee bars. Gourmet meals are
accompanied by gourmet wines
and coffees. The palate has to be
trained to fully appreciate both.
You sniff both before tasting, both
have varying degrees of depth
and body, you can get lost in the
experience of drinking either."
He further explained that a new
trend is being developed to pair
wine with coffee throughout a
meal. Because snifng the coffee
acts to cleanse the palate by
resetting the sense of smell, the
taste buds are continually open
to the other tastes enriching the
meal." The different avors seem
to pop much more if beans are
sniffed between courses," said
Godinho.
Hospitality News Middle East
tracked down some of the
coffee industrys players to get
some tasting notes:
Amin Younes, managing
partner, Caf Younes SAL
"Just like mono-varietal wines,
we have introduced single-origin
coffees such as Sumatra, Bolivia
and Costa Rica beans and
imported and carefully cupped 3
single-origin coffee delicacies"
Joelle Younane, senior brand
manager, Gabriel Bocti
We at Cafs Richard
introduced a Grand Crus menu
for coffee pods where we gave
the consumer a choice for
his coffee. Its like going to a
restaurant only serving house
wines versus a wine menu
or variety. In our case, it's a
variety of 6 single origin 100%
Arabica"
COFFEECIONADOS
COMMENT
Pierre Debayle, country
business manager, Nespresso
MEAC
"Nespresso is a sensorial
experience. Every Grand
Cru coffee in the Nespresso
B2B range is the product of a
complex process of selection,
assembly and roasting. This
autumn we will introduce our
Crealto Grand Cru with its
round, roasted notes and subtle
nutty aromas.
Nawaf Beydoun, managing
partner, Crematica Coffee
Solutions
"Every wine has a mood and
every blend of coffee also has
a time and place. We may look
for a strong and intense avor
or something gentler and more
harmonious. It doesn't make the
experience better or worse, it
makes it a unique marinade of
that moment".
With a more discerning clientele
and its over-stimulated palate
comes the challenge of nding
a good barista, possibly one that
could compete to become a
champion. Coffee connoisseurs
share with us their ideas on what
it takes to become a champion
barista in the 2013 UAE Barista
and Latte Art Championship
events of the International Coffee
and Tea Festival to take place
October 8 - 11 at the Meydan
Grandstand and Convention
Centre in Dubai.
Temperature
"A good Mountain Mudd Espresso
barista has to be friendly, keep
As awareness of coffee blends, preparation
methods, and types of coffee beverages
grows, so too do the criteria that call for a
good barista
What it takes
to become
a champion
barista
smiling, and carefully listen to
customers demands. Each
customer needs his coffee to be
served a certain way, for example:
no foam, extra foam, avor
certainties and so on. A good
barista also makes sure the coffee
is served at the recommended
temperature: a little hotter than
usual in order to last longer,
unless customers require
otherwise," said Amal Rouhana,
brand manager, Mountain Mudd
Espresso at LIP sal (a member of
IPT Group).
Essentially the idea is to educate
the baristas in order that they may
educate the consumers. It's a
Attention to detail
throughout the
whole process.
Lastly, fresh, high
quality coffee
Hospitality News ME | Issue 89 | Aug - Sep 2013 | 93
A charismatic,
customer-driven
person who is
team spirited, with
a positive attitude
and humor when
possible
two-way street. "Our coffee brand
Barista has recently introduced
the Coffee Academy, a one-of-
a-kind department inside our
company whose mission is to
educate coffee lovers and baristas
all over the country. Starting from
coffee history to advanced Latt
art techniques, our basic and
advanced courses are available
to all at a very reasonable price,"
said Roy Daniel, managing
partner, Automatic Brewers.
Their main objective is to increase
the awareness of coffee, and
most importantly train individuals
and corporations about how to
prepare the best cup of coffee.
And while some may say that a
good barista will give you a ne
cup of coffee, others believe
that ideally, there is much theory
that needs to also be learned.
A great barista is a trained and
experienced coffee maker.
"One should have a thorough
understanding of coffee from
crop to cup and an in-depth
knowledge of the theoretical
and practical aspects of coffee
production: grinding, brewing and
presentation. They should know
everything about the coffee that
they are serving, including its
history and production," said Firas
Abi Nasr, general manager, Ets
Rac Abi Nasr.
But in the "land of reality," as Abi
Nasr put it, a great barista should
also be, a charismatic, customer-
driven person who is team
spirited, with a positive attitude
and humor when possible;
passion, creativity and ability to
work under pressure are key.
A good barista also knows that
customers are not only there for
the coffee but also for an inviting
experience."
Mastering multi-tasking
A barista's dress code is smart,
sharp and clean. Self-education
is also key in the coffee industry.
The idea is that a barista will take
an owner's pride in the business
and in delivering outstanding
coffee. "The perfect barista has
also mastered multi-tasking. All
too often he is pulling shots,
steaming milk and taking
other orders while making the
customer feel special," continued
Abi Nasr. An added plus, is when
the barista remembers customer
names and preferences and can
read customer moods, lifestyles
and know which coffee to
recommend accordingly.
"Successful companies stand
behind their employees and
encourage their professional
development. In the same
sense, a champion barista is a
reHeclion of his/her conpany,'
said Ryan Godinho, events
director, International Coffee
& Tea Festival, Dubai. Above
all else, support from the
companies could come in the
form of taking time out to
Baristas in the UAE begin
preparations for a national
championship event to take place
in October. Organizers announce
plans to reduce registration fees
for UAE Barista and Latte art
championships
IC&E, the organizer of the
International Coffee and Tea
Festival, the only dedicated
trade event for the coffee and
tea industry in the Arab region,
has announced marked down
fee for low-paid baristas who are
interested in competing in the
upcoming 2013 UAE Barista and
Latte Art championship events of
the International Coffee and Tea
Festival. Baristas in the UAE have
already begun preparations for
the event, which will once again
be held as part of the festival that
will run from October 8 to 11,
2013, at the Meydan Grandstand
and Convention Centre in Dubai.
Being a completely mission-
driven initiative, the UAE Barista
& Latte Art Championships are
an entirely not-for-prot feature
of the International Coffee &
Tea Festival, with proceeds
from contestant registration
fees funded back into set-up
costs. IC&E said that while the
championships have generated
great interest among UAEs
baristas, many cash-strapped
professionals are unable to
compete.
The entry fee is now subsidized
and the structure helps create
a fair playing eld for deserving
baristas to showcase their skills.
Registration fees are meant to
ensure the championships take
place on the highest standards
and to y in judges from various
countries to serve on the judging
panel.
This, in turn, would be the driving
force behind the development
of a more specialist and higher
quality coffee culture within the
UAE. We are excited to pave
the way for better opportunities
and a brighter future for local
baristas. Moreover, a more
competitive eld will give the
UAE a better shot at making
a strong mark at the World
Barista Championships, where
the countrys entry this year
placed among the top 30, said
Ryan Godinho, event director,
International Coffee & Tea
Festival, Dubai.
practice and participate in these
championships and through
nancial support of the baristas.
We, as organizers, empathize
with the difculties low-paid
baristas are faced with and would
like to acknowledge their talent at
an equal and non-discriminatory
platform," explained Godinho.
"Its not just about going through
your routine - you need to be
able to give details to the judges
about why you have chosen
your coffee, and show them
that you understand that coffee
well enough that you are able to
change your preparation methods
(dosing, tamping, grinder
calibration etc). It also just takes a
huge amount of hours practicing
and experimenting," said Godinho.
Being a champion barista is also
about promoting the knowledge
and consumption of specialty
coffee to consumers.
Communication
Godinho's criteria for a
successful competitor are: good
coffee knowledge and good
communication skills - the ability
to describe your choice of coffee
in terms of origin characteristics
and processing method. A
top performer will be able to
effcienlly nanage his/her line
and workstation, deliver awless
and consistent technique in
producing all 16 coffee beverages,
within the required time, all
the while engaging, interacting
and providing the judges with
exceptional customer service.
Attention to detail throughout the
whole process. Lastly, fresh, high
quality coffee!
LATEST
UPDATE
| Hospitality News ME | Issue 89 | Aug - Sep 2013 94
Although the region loves its
coffee, no local establishment
will go without a good tea
selection. The Middle East has
historically been a tea drinking
culture with bouts of ethnic
coffee to break the routine. For
one, the International Coffee &
Tea Festival in Dubai, has shown
that Arab countries in particular
had strong representation at
the event amid reports that the
region has more than tripled
its consumption of coffee
and tea over the last decade.
According to Ryan Godinho,
show director International
Coffee & Tea and Festival, Dubai
and National UAE Coordinator
for World Coffee Events, "The
Middle Easts ourishing coffee
and tea market offers an ideally
conducive environment for cafs
and restaurants that continues to
grow exponentially."
What wins, tea or coffee?
"The pleasure of drinking quality
loose tea is a world trend, but
it is still shy in Lebanon. On
Today, despite being affected by the coffee shop norm, the region
remains rst and foremost a tea drinking culture. Hospitality News
asked some experts in the industry what their opinion is on the future
of tea in the region
the contrary, tea seems to be
stronger than coffee in the
rest of the region. In Lebanon,
coffee still wins," said Nicole
Fayad, partnet, Tea Potes sal,
distributors of Awan Tea whose
partners are Caroline Abdelnour,
Malek Ghorayeb and Nagy Rizk.
The reasoning is that apart from
the tea amateurs, the young
generation has developed a recent
attraction for tea, while the older
one often associates tea with a
remedy to drink when feeling ill. "It
is a matter of building knowledge
and awareness," she continued.
One way of looking at the tea
experience is by likening it to
oenology and the art of wine
fermentation and blending. "For
quality teas, and only for the
unavored original teas like the
Indian Darjeeling or the Chinese
wu-long family, the tea tasting
terminology is exactly the same
as that of wine," she explained.
Teas are recognized by the
gardens, estates or regions that
they are plucked from. "The main
difference is that while most
wines age well, most teas except
for the Chinese pu-erh, dont age
well," said Fayad.
Bagging Tea
With today's fast-paced society,
tea bags have gone from an item
of convenience to a given. While
much of the taste and aroma
is lost, the tea experience is
often bagged in even the most
luxurious of 5-star hotels. But
those that know will tell you that
the best taste is a result of a well-
infused tea. "The very best way
to make tea is with high-quality,
fresh whole leaf loose tea, which
offers the best guest experience
provided
you're using
the correct
teaware,"
explained
Eva Zaatari,
managing
partner,
Trading With
Luxury,
authorized Jing Partner. The
company's Jing tea and teaware
has been specically designed to
allow the leaves to circulate and
infuse properly.
"Tea bags have a bad reputation
but a good tea bag, like the Jing
whole leaf tea bag - utilises
the exact same whole leaf tea
form - is in fact better than a
poor quality pot for infusing
loose tea," continued Zaatari. It is
essential that the customer's tea
experience begins with seeing
what's infusing.
Branding
Meanwhile, no matter the quality
of the tea experience, the role of
branding is now a key criterion
that has become ingrained in
the guest's judgement scheme.
"For instance, good branding is
extremely important for a brand
like Jing that is focused on luxury
hospitality, whose guests are
becoming more brand savvy,"
said Zaatari. People are looking
for modern, sophisticated brands
in 5-star hotels and the branding
should represent this.
The hotel needs to assure their
guests that they are receiving the
best quality product available and
according to Zaatari, this is initially
judged on the presentation. Jings
gold branding symbolizes the
high standards of the company.
"Seeing that the old-fashioned
brands of yesterday are no
longer necessarily the top quality
products available, consumers
are more open to trying new,
forward-thinking alternatives
and can be attracted through
branding," she explained.
Both Zaatari and Fayad believe
that packaging is directly related to
quality. "In order to keep its quality
and freshness, tea must be kept
away from light, heat and humidity.
It is highly recommended to
use airtight (metallic) boxes. As
tea absorbs nearby smells, it
should never be stored in open
containers," said Fayad.
Its all in the
infusing
PRODUCT ZONE BEVERAGE
| Hospitality News ME | Issue 89 | Aug - Sep 2013 96
Densaroma Capsules
and pods by Zicaff
Italia
A dense coffee with an invigorating
aroma, a pleasant and acidulous
taste and persistent froth, made
from a selection of top-quality
sustainably cultivated Arabica beans.
Densaroma coffee is blended and
slow roasted in the western Sicilian
way, then immediately packaged to
preserve freshness. Its modied atmospheric packaging preserves the
fragrance over time.
Crematica Coffee Solutions
info@crematica.com
Prestigio Espresso
This coffees bold aroma and
extraordinary sweet, freshly ground
avor is available in three blends:
Regular, decaffeinated and organic.
Ets. Rac Abi Nasr
cafeabinasr.com
Caf Younes
After more than 75 years of service,
Caf Younes retails high quality coffee
that is freshly roasted and ground on
the premises. Its range of artisanal
premium quality Arabica coffees
comes from over 10 countries.
Caf Younes SAL
cafeyounes.com
Al Rifai Coffee
Al Rifais nest selection of pure coffee
beans 100% arabica are delicately
roasted and ground using a traditional
old process, creating a harmony of
superb avors. Al Rifai is sure to arouse
your senses with its rich aroma and
smooth incomparable taste.
alrifai.com
Super Coffee
Its 3in-1 coffee is roasted for differing
palates, using ne ingredients, its
regular coffee makes use of ne
coffee beans, a top-grade creamer
and sugar and its rich blend has a
distinct premium taste, as well as a
robust aroma.
Super Coffee Corporation Pte Ltd
supergroupltd.com
The Western Cup American
Coffee
This lter coffee is wild and full-bodied, with
a genuine avor resulting from its carefully
selected, blended and roasted coffee beans.
Ets. Rac Abi Nasr
cafeabinasr.com
Maatouk Gourmet
Blend
Lebanese coffee made of 100%
Brazilian arabica beans that have
been medium-roasted to ensure a
rich aroma, full body and smooth
taste. This blend is available in
original or cardamom blends.
Maatouk Factories sal
maatouk.com
Crema in Tazza by Zicaff
Italia
Crema in Tazza Superiore, Crematica Coffee
Solutions number one blend, is the only one in
Lebanon that is certied by the National Institute
of Italian Espresso. Made with arabica green
coffees, it gives espresso an intense aroma and
dense, homogenous froth. Packing the warm
beans in airproof bags with a special one-way
valve assures the preservation of the fragrance.
Crematica Coffee Solutions
info@crematica.com
Lavazza Pienaroma
and Lavazza Grand
Espresso Beans
Pienaroma is a 100% arabica
beans available in 1 kg bags,
while Grand Espresso Beans
is a blend between arabica and
robusta beans, also available in 1
kg bags.
G. Vincenti & Sons SAL
g-vincenti.com
Ali Caf
Distributed in Lebanon by Al Sultan Food Stuff, this instant coffee is
known for its 3-in-1 and 2in-1 premix coffee sachets. The company has
introduced a range of products
including a white coffee and
cappuccino, with different
avors such as original, caramel
cappuccino and macchiato latte.
Al Sultan Food Stuff Co.
alsultanfoods.com
Caf Abi Nasr
Lebanese Coffee
A result of more than 50 years
of experience in coffee blending,
roasting, grinding and packaging,
this coffee is available in three
blends: regular, with cardamom
or decaffeinated.
Ets. Rac Abi Nasr
cafeabinasr.com
11 COFFEES TO SIP
PRODUCT ZONE BEVERAGE
Hospitality News ME | Issue 89 | Aug - Sep 2013 | 97
& 11 MACHINES TO CHOOSE FROM
Aurelia Espresso machine
The World Barista Championship
has selected, for the 5th year, Nuova
Simonellis Aurelia as the best espresso
machine in the competition. Its thermal
stability and ergonomic features allow
for the extraction of an optimal cup of
espresso coffee.
Ets. Rac Abi Nasr
cafeabinasr.com
The Bravilor Bonamat
B5 Filter coffee machine
B5 is the ultimate American coffee
machine. It brews large quantities of
quality lter coffee into two containers
of ve liters, each.
Ets. Rac Abi Nasr
cafeabinasr.com
PERLA coffee machine
PERLA POD by Barista Espresso has an
adjustable coffee dosing system and an
energy saving feature; it is available in black,
white and red.
Automatic Brewers SARL
barista-espresso.com
WEGA for LAVAZZA
Model: LB4700
This heavy duty Lavazza Capsule
machine is versatile, robust and
modern, containing a cappuccino
wand and hot water dispenser.
G. Vincenti & Sons SAL
g-vincenti.com
Lavazza Machines for Ofces
Available only on consignment based on minimum monthly
consumption, this reliable, innovative solution was developed to
optimize the aroma and avor of an espresso.
G. Vincenti & Sons SAL
g-vincenti.com
Lavazza Blue
FRONTERED
Designed by Pininfarina, this machine
is available on consignment, with a
minimum monthly consumption of 150
capsules.
G. Vincenti & Sons SAL
g-vincenti.com
NESCAFE Alegria
The new NESCAFE Alegria dispensing systems
are easy to use and maintain. They serve drinks
fast and with hassle-free operation. Nestle
Professional is launching a new creamer made of
semi-skimmed milk.
Nestle Professional
nestle.com
Santos
A precision coffee dispenser that
contains and dispenses ground coffee,
for all espresso machines. This easily
removable dispenser can be placed on
the counter or wall-mounted. Great for
bars, coffee shops or coffee roasters.
Sfeir Industries SARL
sfeirindustries.com
X7.1
With an unmistakable design by Luca
Trazzi, for cappuccino and espresso
lovers, the X7.1 is ideal for outlets
serving less than 20 cups a day.
Green & Co - Illy Caff
info@greenco-lb.com
X2
With a classic design by Luca
Trazzi, the X2 requires minimal
maintenance and extracts
perfect Illy espresso cups. Its
stainless steel body, strong
steam for creamy cappuccinos,
automatic stop and cup warmer
make it ideal for small and
medium restaurants.
Green & Co - Illy Caff
info@greenco-lb.com
Gia Espresso Machines, The passionate taste
Uncover a brand new experience with Gia Espresso machines. Stylish and
practical, they satisfy your craving for the real Italian Espresso taste, whether
its strong, mild or decaf. For cappuccino and hot chocolate lovers, you can also
customize your cup with Gia Station. Equipped with a milk container, this latest
innovation allows you to add foamy milk for a cappuccino-like Espresso, or hot
chocolate for a richer and frothier taste. For a more vivid interior, Gia machines
come in trendy colors, Black, Red, Blue and Orange. Call 01 695 420 and order Gia
machines and capsules, delivered to your home or ofce for free.
Socit Ets. Michel Najjar
cafenajjar.com