ASITD ME 2023: Coffee Market Innovations, Bogdan Prunila

Monday, 16 October, 2023

Name of business owner: Khaled Sultan Al Senaidi

Name of competing roaster: Bogdan Prunila

When did your roastery start? And, as the owner, why a coffee roastery?

We initiated our roastery in 2021 in Oman, and later expanded to Abu Dhabi.

Venturing into coffee roasting was a logical step after initially serving as a specialty coffee equipment supplier and outsourcing roasted beans from other roasteries.

Question for roaster: How did you learn to roast coffee?

We enlisted a very well-known consultant for a comprehensive 4 to 5-day training and additionally, we underwent the SCA roasting course before commencing production roasting.

And what drew you to roasting as a profession?

The passion for coffee and a commitment to delivering a better coffee experience

What do you love most about the coffee roasting industry?

The continual pursuit of exceptional coffee and the healthy competition within the industry

In your opinion, is roasting more science or more art?

It’s a mix of both. Applying scientific principles while incorporating artistic elements is crucial to achieving desired results.

Was there a particular cup of coffee that changed the way you think about coffee?

Rather than one specific cup, it's been the multitude of cups and the varied results achieved by different roasters that have continually expanded my perception of coffee

What is your focus as a roastery? Wholesale to cafes? Do you roast just for your own cafe? Sell online?

Our focus is on roasting for coffee shops, hotels, home users and in general; anyone seeking high-quality coffee. And no we never had and we don’t have our own café.

May you please tell us a bit about your team? Who makes the wheels turn in your operation?

John the Roaster and Rasam are instrumental members of our team in UAE

With all the different processing methods now available to roasters, is there a processing method that you enjoy working with? And why?

I particularly enjoy experimental processes like thermal shock, koji, carbonic macerations... anything out of the ordinary.

How have you seen coffee culture in your region grow over the last few years?

There's a notable increase in people's knowledge about every aspect of specialty coffee in our region and that roots in the history of GCC countries, coffee has always been a crucial part of their culture.

Where are you located and can people come visit you?

We are situated on Saadiyat Island in Abu Dhabi, near New York University. Our roasting facility is inside our showroom, and we welcome visitors during our working hours six days a week.

What makes your roastery stand out in a booming industry?

Our emphasis on quality beans, direct collaboration with farmers, active engagement in the coffee community and events, receptiveness to market feedback, and the application of our expertise and analytics to consistently produce exceptional results.

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