Ahmed Al-Rashid: From Sales to Pioneering Coffee Content Creation
Ahmed Al-Rashid has emerged as one of Iraq’s first dedicated coffee content creators. Over the years, his passion and commitment have led him to become a certified trainer by the Specialty Coffee Association (SCA). Through his work, he has played a crucial role in raising awareness about specialty coffee and improving quality standards in the industry. In this interview, Al-Rashid shares his journey from the world of sales to the coffee industry, the challenges he faced, and his insights into the evolving coffee scene in Iraq, the Gulf region, and beyond.
How did your journey with coffee begin, and what inspired you to enter this field?
For years, I worked as a sales manager and trainer in the mobile phone industry, traveling frequently and experiencing a wide variety of coffee—some great, some not so much. This exposure led me to question how I could contribute to improving the coffee scene. But before I could help develop the industry, I needed to develop my own knowledge first. That’s how my journey into coffee began.
What motivated you to become a coffee content creator?
Creating content about coffee is a fascinating challenge because it requires a deep, scientific understanding rather than just personal taste. Additionally, when I started in 2019, there were no other content creators in Iraq specializing in coffee. That made me realize the opportunity to fill this gap and provide valuable knowledge to the community.
How did your career progress until you became a certified trainer (AST SCA) in barista skills and brewing?
My extensive experience in sales and marketing, along with certifications such as TOT from New York University, provided me with strong training skills. Moreover, my academic background in chemistry helped me approach coffee scientifically—after all, coffee is fundamentally a chemical process. Once I had acquired enough knowledge, I decided to transition from mobile sales to my true passion: coffee.
What are the biggest challenges you’ve faced as a coffee content creator?
The biggest challenge has been balancing my personal life with the demands of content creation, which requires a significant amount of time, effort, and travel.
How has content creation contributed to spreading awareness about specialty coffee?
As the first coffee content creator in Iraq, I had a direct impact on educating people about specialty coffee. This, in turn, put pressure on cafés and restaurants to improve their quality and raise their standards.
Have you noticed a shift in how people perceive coffee over the years?
Absolutely. The rise of home baristas and coffee enthusiasts is clear evidence that people are becoming more interested in and appreciative of quality coffee.
In your opinion, what makes a successful coffee content creator today?
Accurate knowledge, hands-on experience, and an openness to different perspectives. Creating content isn’t just about sharing opinions; it requires continuous learning and development.
How do you see the future of the specialty coffee market in the UAE?
Previously, Saudi Arabia dominated the specialty coffee scene in the Arab world. However, I believe the UAE is set to become a major player in the coming years due to its strong focus on the industry, its ability to attract major companies, and the rapid growth of specialty roasteries. The success of World of Coffee Dubai (WOC Dubai) further solidifies its position.
What are the key differences between the coffee scene in the UAE and the rest of the Gulf region?
The UAE offers an exceptional business environment, attracting top global coffee brands and professionals from around the world. This diversity enriches the market and enhances overall quality.
How is the Arab world engaging with specialty coffee, and what are the main challenges the industry faces?
As Arabs, coffee is deeply ingrained in our culture. The biggest challenge is ensuring that we’re not just consumers but also leaders in coffee production, innovation, and quality.
Do you see a growing interest in coffee education and training in the Arab world?
Yes, very much so. The demand for specialized courses and workshops is increasing significantly, reflecting a rising awareness of specialty coffee.
How would you describe the current coffee culture in Iraq?
Traditionally, coffee in Iraq was purely a commercial product. However, in the past two years, the shift toward specialty coffee has accelerated at an impressive rate.
What factors are driving the growth of specialty coffee in Iraq?
There are four key factors:
- Content creators who educate the public about specialty coffee.
- Certified trainers who provide accurate information (as opposed to unqualified trainers who spread misinformation).
- Importers and traders who ensure high-quality coffee is available.
- Local specialty roasteries, which are the most crucial factor in establishing a strong coffee culture.
What are the biggest challenges facing the Iraqi coffee market?
Limited awareness of specialty coffee, difficulties in sourcing high-quality beans, and a lack of advanced training programs.
Are there promising Iraqi coffee brands or initiatives?
Yes, several initiatives have emerged in recent years. One example is Kava Academy, which I established to provide specialized training and free consultations to support new coffee businesses and help them start on the right path.
How do you see Iraq’s coffee market evolving compared to other Arab countries?
In the coming years, Iraq will become a strong competitor due to the rapid growth of its specialty coffee sector and increasing consumer demand.
With advancements in technology, AI, and modern brewing methods, what do you think the future of coffee looks like?
Technology is making coffee more accessible and improving its quality. These advancements will only strengthen the industry, making the future of coffee very promising.
What are the biggest global challenges facing the coffee industry today?
Climate change and rising coffee prices, both of which directly impact production and supply chains.
What advice would you give to newcomers in the coffee industry and aspiring content creators?
Never stop learning. The key to success in this industry is continuous education and hands-on experience. Knowledge is what sets true professionals apart.
