Sustainable Coffee Empowerment in Saudi Arabia: Unleashing Potential Through Comprehensive Cupping Sessions

Kurniawan Arif Maspul

doi:10.33476/jobs.v4i2.3998

Authors

Kurniawan Arif Maspul Univerity of the People, Pasadena, California https://orcid.org/0000-0001-6394-3688

https://doi.org/10.33476/jobs.v4i2.3998

Keywords:

Specialty Coffee, Quality Assurance, Differentiation Strategy, Sustainability, Coffee Value Chain

Abstract

This paper describes a study that used coffee cupping sessions to evaluate various coffee samples from green coffee merchants in Saudi Arabia. The study focuses on attaining quality assurance, assessing suppliers, empowering people, encouraging sustainability, and differentiating the firm in the market. The study integrates theories such as Expectancy Disconfirmation Theory, Resource-Based View, Self-Determination Theory, Triple Bottom Line, and Differentiation Strategy. Qualitative and quantitative elements were blended in a mixed methods approach. Randomly chosen single origin coffee samples were procured from trustworthy vendors in Jeddah, Riyadh, and Dammam. Cupping sessions were held in accordance with the Specialty Coffee Association (SCA) standard cupping methodology, and experienced participants rated the samples. The results and analysis included an overview of the cupping sessions, sensory evaluation data analysis, a comparison of samples from various suppliers, and the identification of important taste profiles and attributes. Employee empowerment was also stressed in the study through coffee evaluation, which included training and educational activities, the impact on participants' knowledge and abilities, and their feedback and reflections. Furthermore, the study looked at the consequences of sustainability, focusing on supporting sustainable practices, strengthening partnerships with suppliers, and improving quality to increase market competitiveness. The cupping session technique was described in depth in the professional report, which included randomization and sample division, roasting and resting methods, standardized roasting procedures, calibration and perception sessions, blind cupping, transparency measures, and post-cupping session communication

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