MAP IT FORWARD Middle East

MAP IT FORWARD
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The Map It Forward Middle East Podcast explores the business of coffee across the Middle East, featuring conversations with entrepreneurs, producers, and professionals building the future of the region’s coffee industry. Hosted by Dubai-based Map It Forward founder Lee Safar, each five-episode series highlights one guest's journey, offering practical insights, regional context, and candid discussions that reflect the evolving global coffee landscape. Episodes are released daily at 6 am local UAE time. The video version of the podcast can be found on our YouTube Channel https://www.youtube.com/mapitforward Our website https://www.mapitforward.coffee/middleeastpodcast

  1. 3H AGO

    EP 885 - Q Graders, Cuppers, and Technology - Ian Fretheim - The Map It Forward Middle East Podcast with Lee Safar

    If you love what we do, become a premium YouTube Subscriber or join our Patreon: • https://www.patreon.com/mapitforward • https://www.youtube.com/mapitforward Check out our on-demand workshops here: • https://mapitforward.coffee/workshops Consider joining one of our Mastermind Groups here: • https://mapitforward.coffee/groupcoaching Join our mailing list: • https://mapitforward.coffee/mailinglist •••••••••••••••••••••••••••••••• This is the 5th of a five-part series featuring Ian Fretheim, Director of Sensory Analysis at US-based coffee importer, Cafe Imports, on The Map It Forward Middle East Podcast, hosted by Map It Forward Founder Lee Safar. This series originally aired on the global podcast and is a companion series to our discussion with Reza Kosar on this Middle East Podcast that aired last month. Both series follow the same discussion flow. In this series, Lee and Ian will explore the question, "What is Quality in the Coffee Industry?". The titles of the 5 episodes of this series are: 1. Tools for Assessing Coffee Quality - https://youtu.be/5iEIRX6pU18 2. How Do We Define Quality? - https://youtu.be/PxpoXDy2YNk 3. Quality, Hype, and Coffee Competitions - https://youtu.be/6ll7-9yy8-Q 4. The CVA Won't Fix Anything In Coffee - https://youtu.be/yA0s1aGZ2Yw 5. Q Graders, Cuppers, and Technology - https://youtu.be/w57Wv5DY18U This episode explores how science and technology influence coffee tasting, the role of human experience in sensory analysis, and the ethical implications in the coffee industry. Lee shares her own background in sensory science and critiques the commercialization of sensory expert training. The conversation also touches on the evolution of sensory machines and the importance of 'by humans, for humans' in maintaining the essence of specialty coffee. Plus, insights on technology's limitations and potential in preserving human-centered coffee experiences. Don't miss this thoughtful conclusion to an engaging series! Connect with Ian Fretheim and Cafe Imports here: https://www.linkedin.com/in/ian-fretheim-31628323/ https://www.cafeimports.com/north-america/sensory-analysis/coffeerose •••••••••••••••••••••••••••••••• Connect with Map It Forward here: Website | Instagram | Mailing list 💡Support this podcast on Patreon here: https://www.patreon.com/mapitforward 📽 Watch the podcast on Youtube: https://bit.ly/3ouyFYW 🎙 Check out the audio version of our podcast here: Apple Podcasts | Spotify 🧐 Find out more about Map It Forward Mastermind Groups here: https://mapitforward.coffee/groupcoaching Looking for a business advisor for your established coffee business or startup? Email us here 📧 email: support@mapitforward.org

    26 min

  2. 1D AGO

    EP 884 - The CVA Won't Fix Anything In Coffee - Ian Fretheim - The Map It Forward Middle East Podcast with Lee Safar

    If you love what we do, become a premium YouTube Subscriber or join our Patreon: • https://www.patreon.com/mapitforward • https://www.youtube.com/mapitforward Check out our on-demand workshops here: • https://mapitforward.coffee/workshops Consider joining one of our Mastermind Groups here: • https://mapitforward.coffee/groupcoaching Join our mailing list: • https://mapitforward.coffee/mailinglist •••••••••••••••••••••••••••••••• This is the 4th of a five-part series featuring Ian Fretheim, Director of Sensory Analysis at US-based coffee importer, Cafe Imports, on The Map It Forward Middle East Podcast, hosted by Map It Forward Founder Lee Safar. This series originally aired on the global podcast and is a companion series to our discussion with Reza Kosar on this Middle East Podcast that aired last month. Both series follow the same discussion flow. In this series, Lee and Ian will explore the question, "What is Quality in the Coffee Industry?". The titles of the 5 episodes of this series are: 1. Tools for Assessing Coffee Quality - https://youtu.be/5iEIRX6pU18 2. How Do We Define Quality? - https://youtu.be/PxpoXDy2YNk 3. Quality, Hype, and Coffee Competitions - https://youtu.be/6ll7-9yy8-Q 4. The CVA Won't Fix Anything In Coffee - https://youtu.be/yA0s1aGZ2Yw 5. Q Graders, Cuppers, and Technology - https://youtu.be/w57Wv5DY18U In this episode of the podcast series, Lee and Ian discuss the concept of quality in the coffee industry, emphasizing the challenges with defining 'distinctive attributes' and the limitations of the Coffee Value Assessment (CVA) in resolving transparency issues. Ian criticizes the CVA for potentially increasing opacity rather than clarity and argues that it fails to address fundamental issues around quality and cupping forms. Tune in to understand why the industry might not benefit from the CVA and how true transparency can be achieved. Connect with Ian Fretheim and Cafe Imports here: https://www.linkedin.com/in/ian-fretheim-31628323/ https://www.cafeimports.com/north-america/sensory-analysis/coffeerose •••••••••••••••••••••••••••••••• Connect with Map It Forward here: Website | Instagram | Mailing list 💡Support this podcast on Patreon here: https://www.patreon.com/mapitforward 📽 Watch the podcast on Youtube: https://bit.ly/3ouyFYW 🎙 Check out the audio version of our podcast here: Apple Podcasts | Spotify 🧐 Find out more about Map It Forward Mastermind Groups here: https://mapitforward.coffee/groupcoaching Looking for a business advisor for your established coffee business or startup? Email us here 📧 email: support@mapitforward.org

    22 min

  3. 2D AGO

    EP 883 - Quality, Hype, and Coffee Competitions - Ian Fretheim - The Map It Forward Middle East Podcast with Lee Safar

    If you love what we do, become a premium YouTube Subscriber or join our Patreon: • https://www.patreon.com/mapitforward • https://www.youtube.com/mapitforward Check out our on-demand workshops here: • https://mapitforward.coffee/workshops Consider joining one of our Mastermind Groups here: • https://mapitforward.coffee/groupcoaching Join our mailing list: • https://mapitforward.coffee/mailinglist •••••••••••••••••••••••••••••••• This is the 3rd of a five-part series featuring Ian Fretheim, Director of Sensory Analysis at US-based coffee importer, Cafe Imports, on The Map It Forward Middle East Podcast, hosted by Map It Forward Founder Lee Safar. This series originally aired on the global podcast and is a companion series to our discussion with Reza Kosar on this Middle East Podcast that aired last month. Both series follow the same discussion flow. In this series, Lee and Ian will explore the question, "What is Quality in the Coffee Industry?". The titles of the 5 episodes of this series are: 1. Tools for Assessing Coffee Quality - https://youtu.be/5iEIRX6pU18 2. How Do We Define Quality? - https://youtu.be/PxpoXDy2YNk 3. Quality, Hype, and Coffee Competitions - https://youtu.be/6ll7-9yy8-Q 4. The CVA Won't Fix Anything In Coffee - https://youtu.be/yA0s1aGZ2Yw 5. Q Graders, Cuppers, and Technology - https://youtu.be/w57Wv5DY18U In this episode of the podcast series, Lee and Ian discuss the role of coffee competitions in the industry and their relationship to coffee quality. They delve into the recent Best of Panama auction, where a coffee scored 98 points and sold for $30,200 per kilo. The conversation touches on the impact of such high prices on the market, the potential for bias in judging, and the pros and cons of these competitions for producers and the industry at large. They also explore whether the hype around competition-winning coffees detracts from broader industry issues such as sustainable pricing for farmers. Connect with Ian Fretheim and Cafe Imports here: https://www.linkedin.com/in/ian-fretheim-31628323/ https://www.cafeimports.com/north-america/sensory-analysis/coffeerose •••••••••••••••••••••••••••••••• Connect with Map It Forward here: Website | Instagram | Mailing list 💡Support this podcast on Patreon here: https://www.patreon.com/mapitforward 📽 Watch the podcast on Youtube: https://bit.ly/3ouyFYW 🎙 Check out the audio version of our podcast here: Apple Podcasts | Spotify 🧐 Find out more about Map It Forward Mastermind Groups here: https://mapitforward.coffee/groupcoaching Looking for a business advisor for your established coffee business or startup? Email us here 📧 email: support@mapitforward.org

    38 min

  4. 3D AGO

    EP 882 - How Do We Define Quality? - Ian Fretheim - The Map It Forward Middle East Podcast with Lee Safar

    If you love what we do, become a premium YouTube Subscriber or join our Patreon: • https://www.patreon.com/mapitforward • https://www.youtube.com/mapitforward Check out our on-demand workshops here: • https://mapitforward.coffee/workshops Consider joining one of our Mastermind Groups here: • https://mapitforward.coffee/groupcoaching Join our mailing list: • https://mapitforward.coffee/mailinglist •••••••••••••••••••••••••••••••• This is the 2nd of a five-part series featuring Ian Fretheim, Director of Sensory Analysis at US-based coffee importer, Cafe Imports, on The Map It Forward Middle East Podcast, hosted by Map It Forward Founder Lee Safar. This series originally aired on the global podcast and is a companion series to our discussion with Reza Kosar on this Middle East Podcast that aired last month. Both series follow the same discussion flow. In this series, Lee and Ian will explore the question, "What is Quality in the Coffee Industry?". The titles of the 5 episodes of this series are: 1. Tools for Assessing Coffee Quality - https://youtu.be/5iEIRX6pU18 2. How Do We Define Quality? - https://youtu.be/PxpoXDy2YNk 3. Quality, Hype, and Coffee Competitions - https://youtu.be/6ll7-9yy8-Q 4. The CVA Won't Fix Anything In Coffee - https://youtu.be/yA0s1aGZ2Yw 5. Q Graders, Cuppers, and Technology - https://youtu.be/w57Wv5DY18U In this episode of the podcast series, Lee and Ian deep into the concept of quality in the coffee industry. They explore how quality is defined, the subjective versus objective nature of sensory science, and the implications for the coffee industry. They also discuss the role of industry norms, quality standards, and the influence of human biases in sensory evaluation. Join the conversation and discover why defining quality in coffee is more complex than it seems. Connect with Ian Fretheim and Cafe Imports here: https://www.linkedin.com/in/ian-fretheim-31628323/ https://www.cafeimports.com/north-america/sensory-analysis/coffeerose •••••••••••••••••••••••••••••••• Connect with Map It Forward here: Website | Instagram | Mailing list 💡Support this podcast on Patreon here: https://www.patreon.com/mapitforward 📽 Watch the podcast on Youtube: https://bit.ly/3ouyFYW 🎙 Check out the audio version of our podcast here: Apple Podcasts | Spotify 🧐 Find out more about Map It Forward Mastermind Groups here: https://mapitforward.coffee/groupcoaching Looking for a business advisor for your established coffee business or startup? Email us here 📧 email: support@mapitforward.org

    32 min

  5. 4D AGO

    EP 881 - Tools for Assessing Coffee Quality - Ian Fretheim - The Map It Forward Middle East Podcast with Lee Safar

    This episode is brought to you by Raw Beverage Trading - Your hospitality supply chain partner. Connect at sale@rawcoffee.ae •••••••••••••••••••••••••••••••• This is the first of a five-part series featuring Ian Fretheim, Director of Sensory Analysis at US-based coffee importer, Cafe Imports, on The Map It Forward Middle East Podcast, hosted by Map It Forward Founder Lee Safar. This series originally aired on the global podcast and is a companion series to our discussion with Reza Kosar on this Middle East Podcast that aired last month. Both series follow the same discussion flow. In this series, Lee and Ian will explore the question, "What is Quality in the Coffee Industry?". The titles of the 5 episodes of this series are: 1. Tools for Assessing Coffee Quality - https://youtu.be/5iEIRX6pU18 2. How Do We Define Quality? - https://youtu.be/PxpoXDy2YNk 3. Quality, Hype, and Coffee Competitions - https://youtu.be/6ll7-9yy8-Q 4. The CVA Won't Fix Anything In Coffee - https://youtu.be/yA0s1aGZ2Yw 5. Q Graders, Cuppers, and Technology - https://youtu.be/w57Wv5DY18U In this episode of the series, Lee and Ian discuss the tools used to assess coffee quality, including cupping forms, gadgets, and the essential role of people. Ian shares insights from his extensive experience at Cafe Imports and highlights the industry's broader issues of defining and measuring coffee quality. This episode also covers a discussion about the current state and effectiveness of the Coffee Value Assessment (CVA) in the specialty coffee industry. Ian critiques the CVA for being inadequate in its claims and emphasizes the distinction between specialty coffee professionals and food technologists. Connect with Ian Fretheim and Cafe Imports here: https://www.linkedin.com/in/ian-fretheim-31628323/ https://www.cafeimports.com/north-america/sensory-analysis/coffeerose •••••••••••••••••••••••••••••••• Connect with Map It Forward here: Website | Instagram | Mailing list 💡Support this podcast on Patreon here: https://www.patreon.com/mapitforward 📽 Watch the podcast on Youtube: https://bit.ly/3ouyFYW 🎙 Check out the audio version of our podcast here: Apple Podcasts | Spotify 🧐 Find out more about Map It Forward Mastermind Groups here: https://mapitforward.coffee/groupcoaching Looking for a business advisor for your established coffee business or startup? Email us here 📧 email: support@mapitforward.org

    20 min

  6. AUG 22

    EP 880 - Paving a Career Path in Coffee - Purity Wangare, Sai On, and Ran Gurung - The Map It Forward Middle East Podcast with Lee Safar

    If you love what we do, become a premium YouTube Subscriber or join our Patreon: • https://www.patreon.com/mapitforward • https://www.youtube.com/mapitforward Check out our on-demand workshops here: • https://mapitforward.coffee/workshops Consider joining one of our Mastermind Groups here: • https://mapitforward.coffee/groupcoaching Join our mailing list: • https://mapitforward.coffee/mailinglist •••••••••••••••••••••••••••••••• This is the 5th of a 5-part series on the Map It Forward Middle East Podcast, with Purity Wangare (Customer Experience Manager), Sai On (Visual Storyteller), and Ran Gurung (Roaster) from RAW Coffee Company in Dubai, UAE. In this series, Purity, Ran, and On, together with Map It Forward Founder and podcast host Lee Safar, explore how a coffee career in the Middle East changed the lives of these coffee professionals and what that journey was like for them. The five episodes of this series are: 1. Why Have a Career in Coffee? - https://youtu.be/VS9X7vXK2w0 2. A Coffee Career in the Middle East - https://youtu.be/9qY5PGXVlqQ 3. A Multicultural Coffee Community - https://youtu.be/3OvgIdGplNM 4. The Complex World of Coffee Competitions - https://youtu.be/R9dzXGemWOg 5. Paving a Career Path in Coffee - https://youtu.be/1WPbKktRF4E In this final episode of our five-part series, Purity, On, and Ran discuss how to be intentional about building a career in the coffee industry. The episode emphasizes the importance of not just chasing any job but finding a place where you can grow and be nurtured. The guests share their personal journeys and offer advice for young baristas and coffee professionals. They also touch on the value of people skills and the significance of being part of a supportive team. The episode wraps up with a reflection on what they hope their future selves will gain from listening to this conversation. Don't miss the insights and practical advice shared in this heartfelt finale. Connect with Purity Wangare, Sai On, Ran Gurung, and RAW Coffee Company here: Purity: https://www.instagram.com/just.purity Ran: https://www.instagram.com/dpoogurunq On: https://www.instagram.com/0nvision/ https://www.linkedin.com/in/saion/ RAW Coffee Company: https://www.instagram.com/rawcoffeecompany/ •••••••••••••••••••••••••••••••• Connect with Map It Forward here: Website | Instagram | Mailing list 💡Support this podcast on Patreon here: https://www.patreon.com/mapitforward 📽 Watch the podcast on Youtube: https://bit.ly/3ouyFYW 🎙 Check out the audio version of our podcast here: Apple Podcasts | Spotify 🧐 Find out more about Map It Forward Mastermind Groups here: https://mapitforward.coffee/groupcoaching Looking for a business advisor for your established coffee business or startup? Email us here 📧 email: support@mapitforward.org

    24 min

  7. AUG 21

    EP 879 - The Complex World of Coffee Competitions - Purity Wangare, Sai On, and Ran Gurung - The Map It Forward Middle East Podcast with Lee Safar

    If you love what we do, become a premium YouTube Subscriber or join our Patreon: • https://www.patreon.com/mapitforward • https://www.youtube.com/mapitforward Check out our on-demand workshops here: • https://mapitforward.coffee/workshops Consider joining one of our Mastermind Groups here: • https://mapitforward.coffee/groupcoaching Join our mailing list: • https://mapitforward.coffee/mailinglist •••••••••••••••••••••••••••••••• This is the 4th of a 5-part series on the Map It Forward Middle East Podcast, with Purity Wangare (Customer Experience Manager), Sai On (Visual Storyteller), and Ran Gurung (Roaster) from RAW Coffee Company in Dubai, UAE. In this series, Purity, Ran, and On, together with Map It Forward Founder and podcast host Lee Safar, explore how a coffee career in the Middle East changed the lives of these coffee professionals and what that journey was like for them. The five episodes of this series are: 1. Why Have a Career in Coffee? - https://youtu.be/VS9X7vXK2w0 2. A Coffee Career in the Middle East - https://youtu.be/9qY5PGXVlqQ 3. A Multicultural Coffee Community - https://youtu.be/3OvgIdGplNM 4. The Complex World of Coffee Competitions - https://youtu.be/R9dzXGemWOg 5. Paving a Career Path in Coffee - https://youtu.be/1WPbKktRF4E In this episode of the podcast, we dive into the complexities and impacts of coffee competitions with Purity, On, and Ran, and discuss the personal and financial challenges involved, the emotional toll on competitors, and the quest for validation. The discussion also highlights the lack of fairness in international competitions, especially for those from regions with visa restrictions. Join us as we explore whether these competitions are worth the effort and how they influence careers in the coffee industry. Connect with Purity Wangare, Sai On, Ran Gurung, and RAW Coffee Company here: Purity: https://www.instagram.com/just.purity Ran: https://www.instagram.com/dpoogurunq On: https://www.instagram.com/0nvision/ https://www.linkedin.com/in/saion/ RAW Coffee Company: https://www.instagram.com/rawcoffeecompany/ •••••••••••••••••••••••••••••••• Connect with Map It Forward here: Website | Instagram | Mailing list 💡Support this podcast on Patreon here: https://www.patreon.com/mapitforward 📽 Watch the podcast on Youtube: https://bit.ly/3ouyFYW 🎙 Check out the audio version of our podcast here: Apple Podcasts | Spotify 🧐 Find out more about Map It Forward Mastermind Groups here: https://mapitforward.coffee/groupcoaching Looking for a business advisor for your established coffee business or startup? Email us here 📧 email: support@mapitforward.org

    23 min

  8. AUG 20

    EP 878 - A Multicultural Coffee Community - Purity Wangare, Sai On, and Ran Gurung - The Map It Forward Middle East Podcast with Lee Safar

    This episode is brought to you by Raw Beverage Trading - Your hospitality supply chain partner. Connect at sale@rawcoffee.ae •••••••••••••••••••••••••••••••• This is the 3rd of a 5-part series on the Map It Forward Middle East Podcast, with Purity Wangare (Customer Experience Manager), Sai On (Visual Storyteller), and Ran Gurung (Roaster) from RAW Coffee Company in Dubai, UAE. In this series, Purity, Ran, and On, together with Map It Forward Founder and podcast host Lee Safar, explore how a coffee career in the Middle East changed the lives of these coffee professionals and what that journey was like for them. The five episodes of this series are: 1. Why Have a Career in Coffee? - https://youtu.be/VS9X7vXK2w0 2. A Coffee Career in the Middle East - https://youtu.be/9qY5PGXVlqQ 3. A Multicultural Coffee Community - https://youtu.be/3OvgIdGplNM 4. The Complex World of Coffee Competitions - https://youtu.be/R9dzXGemWOg 5. Paving a Career Path in Coffee - https://youtu.be/1WPbKktRF4E In this episode of the podcast series, Purity, Ran, and On, professionals from different cultural backgrounds who have found a career in Dubai's dynamic coffee industry, discuss the challenges and benefits of working in a multicultural environment, including communication barriers and the importance of empathy and emotional intelligence. The conversation also touches on how diversity enriches the workplace and the unique experience of adapting to different cultural norms and hospitality standards in the Middle East. Tune in to understand the complexities and beauties of the coffee community in Dubai. Connect with Purity Wangare, Sai On, Ran Gurung, and RAW Coffee Company here: Purity: https://www.instagram.com/just.purity Ran: https://www.instagram.com/dpoogurunq On: https://www.instagram.com/0nvision/ https://www.linkedin.com/in/saion/ RAW Coffee Company: https://www.instagram.com/rawcoffeecompany/ •••••••••••••••••••••••••••••••• Connect with Map It Forward here: Website | Instagram | Mailing list 💡Support this podcast on Patreon here: https://www.patreon.com/mapitforward 📽 Watch the podcast on Youtube: https://bit.ly/3ouyFYW 🎙 Check out the audio version of our podcast here: Apple Podcasts | Spotify 🧐 Find out more about Map It Forward Mastermind Groups here: https://mapitforward.coffee/groupcoaching Looking for a business advisor for your established coffee business or startup? Email us here 📧 email: support@mapitforward.org

    22 min
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Ratings & Reviews

5
out of 5
4 Ratings

About

The Map It Forward Middle East Podcast explores the business of coffee across the Middle East, featuring conversations with entrepreneurs, producers, and professionals building the future of the region’s coffee industry. Hosted by Dubai-based Map It Forward founder Lee Safar, each five-episode series highlights one guest's journey, offering practical insights, regional context, and candid discussions that reflect the evolving global coffee landscape. Episodes are released daily at 6 am local UAE time. The video version of the podcast can be found on our YouTube Channel https://www.youtube.com/mapitforward Our website https://www.mapitforward.coffee/middleeastpodcast

Information

  • Creator
    MAP IT FORWARD
  • Years Active
    2021 - 2025
  • Episodes
    301
  • Rating
    Clean
  • Copyright
    © 2025 MAP IT FORWARD | All Rights Reserved 512477
  • Show Website
    MAP IT FORWARD Middle East

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