In early October 2023, Kopi Tujuhenam, a business unit of Pesantren Persis Tarogong, seized the opportunity to promote its Garut coffee products in Saudi Arabia. This initiative was inspired by Java Frinsa Estate’s successful expansion into Middle Eastern export markets.

Java Frinsa Estate, a specialty coffee processor and exporter based in Pangalengan, West Java, serves as a key partner and consultant for Kopi Tujuhenam. The company was co-founded by Pesantren alumni Ir. Wildan Mustofa, M.M. (class of 4) and Fikri Raihan Hakim, S.T. (MTs class of 25).

From October 1–7, 2023, a coffee cupping road trip was conducted across five cities in Saudi Arabia: Jeddah, Madinah, Qassim, Riyadh, and Khobar. The event featured representatives Bakti Islam Santoso (Kopi Tujuhenam), Fikri Raihan (Java Frinsa Estate), and Tony Pramana (Kafa Coffee, a Saudi coffee importer/distributor). Key activities included a Producer Talk Seminar and Public Coffee Cupping of West Java specialty coffee in Riyadh and Khobar.

Coffee cupping involved brewing coffee samples in multiple cups according to standard procedures, allowing visitors such as coffee roaster/shop owners and potential customers to sample and evaluate the coffee’s flavors.

“This event showcased West Java coffee’s exceptional aroma and flavor profile, demonstrating its competitiveness among the world’s finest coffees,” stated Bakti Islam Santoso.

This promotional effort aims to understand the coffee preferences of Middle Eastern consumers, allowing producers to tailor future processing methods to meet these demands. The initiative seeks to enhance distribution potential for West Java coffee in the broader Middle Eastern market, in shaa Allah.