Brewing Strong

Coffee Planet has unveiled a new brand identity to reinforce its position as the largest specialty coffee roaster in the Middle East and support further international expansion. In this context and to discuss the brand’s robust growth plans we spoke to Jamie Brown, CEO, Coffee Planet

Alongside a new logo and company strapline, ‘Coffee Planet, Everyone’s Cup of Specialty’, the coffee roaster and solutions provider has also revealed new packaging for its retail and foodservice channels, which features a ‘cleaner and sleeker’ design with contour lines that represent the topography of the farms detailing the altitude at which Arabica beans are grown. Additionally, Coffee Planet has introduced new products such as Nespresso-compatible aluminum coffee capsules to go alongside their biodegradable and home compostable range, packaged premium 100g and 200g instant coffee, and soon-to-be-launched cold brew ready-to-drink beverages for its retail range.

Alongside all these developments the brand has also entered the Saudi Arabia market with a partner roasting facility that will accelerate its regional and global expansion plans. In addition, they have recently launched a new training facility ‘Campus’ by Coffee Planet in Dubai and another coming soon to Abu Dhabi. The purpose is to share their unrivaled coffee and industry knowledge with coffee professionals and enthusiasts alike through practical and theoretical training. “Coffee Planet is determined to make specialty coffee accessible to all customers, channels, and markets globally, and supporting the new logo is a strapline that brings this to life – ‘Coffee Planet, Everyone’s cup of Specialty’,” said Jamie Brown, CEO, Coffee Planet. 

Pouring growth
Jamie talks about a strong growth trajectory for the brand and how they are working towards it through varied plans and strategies. From building a robust team with key new senior leadership additions such as a new CFO Robert Saunders and Sales Director, Wesley Morrissey to looking at ways in which Coffee Planet can create a bigger business impact with its sustainability and work towards 100% traceable coffee. He speaks about how the brand sailed through COVID by diversifying its business scope.

“The pandemic was an eye-opener for all businesses, and we were no different. But today we are more out there with a mindset of clocking growth that matches and exceeds our pre-pandemic numbers. And I am happy to report that we have already been able to register a great 41% growth vs 2019 (our strongest year previously recorded).”

Building a great business ecosystem
Jamie is focused on growth across their multiple routes to market, including Retail, E-commerce, On-the-go, Hotels, food service, and the Workplace. The brand wants to continue its growth trajectory across these channels with equal attention.

“Retail is a big focus for Coffee Planet, and we are not only perfecting our products, but also our packaging to make it more appealing, and are spreading our range of products across supermarkets and hypermarkets globally in order to bring specialty coffee to all.” Jamie points out. The agenda is to take the homegrown business to global shores and win a trusted customer base. Jamie and his team are doing just that by rolling out a step-by-step business roadmap.

Roadmap for growth

2005: Inception of Coffee Planet

2008: Started own roastery. Now importing varieties of green coffee from 23 different countries across the world.

2014: Introduction of Compostable capsule filling machine.

2022: Launch of our Environmental projects and Sustainability goals.

2023 H1: Brand re-launch and new product development to build the portfolio further.

2023 H2: Roasting facility partnerships to support international presence in the retail sector and other channels.