Saudi Coffee ‘Sip of Excellence’ Competition Returns to Southern Region

The Saudi Coffee Company, a subsidiary of the Public Investment Fund (PIF), officially launched the second edition of the Saudi Sip of Excellence Competition in Abha on January 6, 2025, in partnership with the Alliance for Coffee Excellence. The competition aims to educate, empower, and celebrate coffee farmers in the Kingdom’s Southern Region, highlighting the growing global reputation of Saudi coffee.

Context and Background

This initiative is part of the Saudi Coffee Company’s broader efforts under the Kingdom’s Vision 2030 to diversify the economy and promote high-quality agricultural products. The Southern Region, known for its rich coffee-growing traditions in areas like Jazan, Al-Baha, Mahayil Aseer, and Rijal Almaa, is a focal point for developing the specialty coffee sector. The competition builds on the success of the first edition, aiming to attract more participants and elevate standards across the entire coffee production chain.

Key Details

Participating farmers from the four highlighted cities will submit 25-kilogram samples of green coffee to be evaluated over a month-long process. A panel of international experts from the Alliance for Coffee Excellence, representing countries including Brazil, Nicaragua, the United Kingdom, Canada, Belgium, the United States, Australia, and Japan, will judge the submissions. The competition consists of three rounds: the first on January 25 will qualify 40 contestants, the second on January 29 will assess 20 samples, and the final round on January 30 will evaluate 12 samples. Winners will share financial prizes totaling SAR240,000 and gain access to global markets through networks of importers, exporters, auctions, exhibitions, and retail outlets. CEO of the Saudi Coffee Company, Eng. Khalid Abu Theeb, stated: “This year’s competition will feature broader participation in terms of the number of farmers and cities, concentrating more on each stage of coffee production to empower local farmers and enhance the global reputation of Saudi coffee.”

Implications and Impact

The competition is expected to significantly boost the local coffee industry by encouraging farmers to adopt best practices in cultivation and processing, thereby improving quality. Access to international markets and expert feedback will help Saudi coffee gain recognition in the global specialty coffee scene, aligning with the Kingdom’s goal of becoming a key player in the sector. This initiative also supports rural development in the Southern Region, providing economic opportunities for smallholder farmers and strengthening community engagement in the coffee value chain.

Vision 2030 Alignment

The Saudi Sip of Excellence Competition directly supports Vision 2030’s objectives of economic diversification, agricultural development, and cultural promotion. By fostering a world-class coffee industry, Saudi Arabia is positioning itself as a leader in non-oil sectors, creating jobs, and showcasing its heritage to a global audience. The collaboration with the PIF and international partners underscores the Kingdom’s commitment to sustainable growth and quality excellence, paving the way for a thriving coffee ecosystem that honors traditional practices while embracing modern innovation.

20 Questions

Q1. What is the Saudi Sip of Excellence Competition?

A1. It is a competition launched by the Saudi Coffee Company to educate and empower coffee farmers in the Southern Region, celebrating their achievements and improving the quality of Saudi coffee.

Q2. Who organized the second edition of the competition?

A2. The Saudi Coffee Company, a subsidiary of the Public Investment Fund, organized it in partnership with the Alliance for Coffee Excellence.

Q3. When and where was the competition launched?

A3. The competition was launched in Abha on January 6, 2025, as announced by the Saudi Press Agency.

Q4. Which farmers can participate in the competition?

A4. Farmers from Jazan, Al-Baha, Mahayil Aseer, and Rijal Almaa in the Southern Region of Saudi Arabia can participate.

Q5. How many winners will be selected?

A5. The judging panel will select 12 winners from the participating cities.

Q6. What are the total financial prizes for winners?

A6. The winners will share financial prizes totaling SAR240,000.

Q7. What other benefits do winners receive?

A7. Winners gain access to new markets through connections with importers, exporters, auctions, exhibitions, and retail outlets.

Q8. What is the role of the Alliance for Coffee Excellence?

A8. The Alliance provides a panel of international judges who evaluate the coffee samples and select winners.

Q9. Which countries are represented on the judging panel?

A9. Experts from Brazil, Nicaragua, the United Kingdom, Canada, Belgium, the United States, Australia, and Japan are on the panel.

Q10. What type of coffee samples are submitted by farmers?

A10. Farmers submit 25-kilogram samples of green coffee for evaluation in the competition.

Q11. How long does the competition last?

A11. The competition lasts a full month, with rounds scheduled in January 2025.

Q12. What is the deadline for farmers to submit initial samples?

A12. Farmers must submit entry forms with 1-kilogram samples between January 5 and 9, 2025.

Q13. When is the first round of evaluation?

A13. The first round is scheduled for January 25, 2025, to review and qualify 40 contestants.

Q14. How many samples are evaluated in the second round?

A14. The second round on January 29 will assess 20 samples.

Q15. How many samples are evaluated in the final round?

A15. The final round on January 30 will evaluate 12 samples.

Q16. Where will the winners be announced?

A16. The winners will be announced at the International Saudi Coffee Exhibition.

Q17. What is the main goal of the competition?

A17. The goal is to educate and empower coffee farmers, enhance the global reputation of Saudi coffee, and develop the Kingdom’s coffee industry.

Q18. How does this competition contribute to Vision 2030?

A18. It supports economic diversification, agricultural development, and cultural promotion, aligning with Vision 2030’s goals.

Q19. What role does the Saudi Coffee Company play?

A19. The Saudi Coffee Company, a PIF subsidiary, leads the initiative to develop the coffee sector and empower local farmers.

Q20. Why is the Southern Region important for this competition?

A20. The Southern Region is a key area for coffee cultivation in Saudi Arabia, with traditional farming communities that benefit from quality improvement and market access.

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