The Brew Crew Coffee, a UAE-based specialty coffee brand, recently hosted an interactive event to highlight its ‘Farm to Cup’ philosophy, emphasizing transparency, sustainability, and craftsmanship in coffee production. The event, held at the company’s flagship roastery and concept space, brought together media representatives, coffee enthusiasts, and hospitality professionals for an immersive experience into the brand’s sourcing, roasting, and flavor profiling processes. Unlike traditional press conferences, the showcase offered a hands-on journey through every stage of coffee production, from farm-level sourcing to final preparation. Founded by brothers Ashjeet Singh Talwar and Sukhjeet Singh Talwar, The Brew Crew Coffee leverages their multi-generational expertise in the international coffee trade to create a consumer-facing brand rooted in integrity and education. Ashjeet Singh Talwar emphasized the brand’s commitment to quality and traceability, stating, ‘Farm to Cup represents our dedication to showcasing the real story behind every roast.’ Sukhjeet Talwar added that the event aimed to engage audiences in the coffee-making process, differentiating the brand in the UAE’s growing specialty coffee market. Since its inception, The Brew Crew Coffee has expanded its presence by offering training workshops, cupping sessions, and customized roasting solutions for B2B and hospitality partners. The brand’s focus on education and collaboration continues to drive its growth in both retail and wholesale segments, reinforcing its vision of making specialty coffee accessible, authentic, and sustainable.
UAE’s homegrown specialty roastery elevates coffee culture with immersive ‘Farm to Cup’ showcase
