Coffee … a taste that renews and a culture that evolves
Modern means of attraction attract the caffeine belt
Sunday – 20 Dhul Ki’de 1443 AH – 19 June 2022 Number of our era Nr. [
Coffee beans flavors attract new consumers every day – coffee beans compete to attract their fans
Cairo: Mohamed Ajam
On a daily journey, millions on Earth are immersed in the world of their favorite coffee, driven by its distinctive aroma, pleasant taste, various blends and the aroma of roasted grains that satisfy the desires of the mood of tire.
With reports showing growing coffee consumers worldwide, there are many ways people drink their coffee, but this is preceded by a long journey of choosing the quality of coffee beans and the degree of roasting, extending to starting the way. beans are grown and the way they are dried.
With our world of caffeine, coffee still reveals its secrets, attracting new lovers every day; With its products capable of penetrating their hearts and with its evolving drinking culture, it has made it a very reliable and widely consumed beverage.
In the face of this spread; Ahmed Gamal, a marketing specialist and organizer of coffee festivals in Egypt, confirmed to Asharq Al-Awsat: “Coffee is no longer a cup we drink in coffee and leave it behind. This is for many reasons, as coffee has developed as a culture with more details than, for example, tea. ”
He noted that the proliferation of social networking sites and their penetration into Arab societies enhanced this culture, which allowed it to encourage experimentation with different types and an explanation of their production methods and openness to how the individual grinds the grains and picks. its mixture (Blend).
He continues: “Then the spread of the Corona virus pandemic 3 years ago was another factor to increase the demand for coffee, as cafes and cafes closed their doors, so the alternative was for the individual to prepare his own cup, which which made it a culture that spreads by choosing the right kind and supplements according to desire and ways of preparation.
Jamal points out that the cup of coffee has turned into a large agriculture, trade and industry after it. There are countries that cultivate coffee and others that carry out the following operations of production, export and import, therefore it is a wider field in economic terms compared to other beverages.
The same reasons are confirmed by Dr. Amira Abdel-Bari, professor at the Faculty of Agriculture, Sana’a University and director of the “coffee pearl” branch in Yemen. She told Asharq Al-Awsat: “Social media has contributed significantly. And influentially, especially among young people, to the spread of coffee, as it allowed the pursuit and viewing of everything new in the coffee industry and worked to entice them to try its new flavors, and drinking coffee has become a culture for them, because it meets the need for recreation in the right ways and renews their activity due to the pressures of life, in addition to increasing culture cafe Arabs and young people who frequent it in large numbers.
With this development, have some types been added to the Arab consumer, or is the traditional type still preferred? Jamal returns to the answer: “Consumer tastes have changed in the recent period. We find that espresso, cappuccino and Italian coffee in general attracted a larger segment of people and gained a large area of interest, especially among young people, behind its culture. was transmitted through social networks, as awareness of the healthy type of coffee increased from Unhealthy and what benefits and what harms, as it has become the tendency to drink the useful type of coffee that gives the full benefit and not just the taste, and this it is the result of the greater the understanding, the greater the freedom of choice. ”
This is confirmed by Amira, who sees the diversity of the nomenclature of coffee and its products in recent years, emphasizing that in addition to latte, cappuccino, macchiato and espresso, coffee has become a widespread culture in many Arab countries, in different ways . its preparation and service, in addition to the traditions that accompany its drinking, especially in the Arabian Gulf countries and rituals.
And she continues: “As for the type of coffee and caffeine, we also find diversity, for example, the coffee beans used in the preparation of espresso are roasted on a medium to dark scale, but if the consumer wants an excessive amount of caffeine . , roasting coffee beans should be easy and with the presence of 4 main types of coffee worldwide (Arabica, Robusta, Liberca, Excelsa), we find that in a coffee producing country like Yemen, the Arabica type. is dominant and traded in Yemen with all types of coffee Al-Harazi, Khawlani, Al-Matari and Al-Haimi, while other varieties of Robusta and Liberca differ in non-coffee Arab countries, such as Egypt, Tunisia. , Sudan and others.
The spread of the coffee-drinking culture has been accompanied by coffee-producing companies developing their own products and flavors, as companies have diversified their coffee serving methods and varieties that depend on one type of grain (Single Origin), or whatever. offer specialized coffee that uses high quality coffee beans (Specialty Coffee). buyer and offer many different types and flavors, such as cocoa, roses or cardamom in hot and even cold coffee, in addition to the types of coffee that positively affect health, e.g. those currently available from green coffee beans or capsules that are used for weight loss. ”
Gamal says: “Coinciding with the development of coffee is the innovation of flavors, and companies have expanded into bringing coffee beans from different sources and places of cultivation. Every country has flavors, qualities and prices. In Egypt, for example, where demand because coffee is growing at a great pace, we see a lot of mixing and transformations, where companies have added supplements and come up with new ideas that favor the taste, to suit all the desires of consumers. ”
Therefore, it has become fashionable to see many coffee mills and cafes on Arab streets and squares in recent years. In fact, coffee making has become a small project on which some people rely, especially young people in many countries, and international brands of coffee. and their industry leaders try to meet customer demands by being in shopping malls. At gas stations, parking lots, etc.