Announced at an event held at Dubai’s Museum of the Future, Alshaya Group and Alshaya Starbucks launched a bespoke coffee blend, Dallah’s Treasure Blend, a coffee blend now available across all Starbucks coffee shops in the MENA region.
From the blend’s flavour profile to the design of the artwork on the packaging, this bespoke coffee pays tribute to the rich tradition of Arabic coffee culture and was introduced earlier this year in select retail stores across the region.
To mark the wider release of the new blend and reaffirm the brand’s commitment to the region and respect for its history, the Starbucks event celebrated coffee and the important role it plays in Arabic hospitality through a series of immersive experiences and curated coffee tastings.
Speaking at the event, Andy Holmes, President of Starbucks at Alshaya said: “We are always looking for ways to make meaningful connections with our customers by creating locally inspired flavours. Today, we are thrilled to introduce Dallah’s Treasure, a bespoke coffee blend crafted for the MENA region, inspired by the local culture and rich traditions of coffee.”
Duncan Moir, president of Starbucks Europe, Middle East and Africa, said: “For 25 years Starbucks has been part of the fabric of communities across the region, employing thousands of partners (employees), serving millions of customers, and bringing people together over coffee. To celebrate our 25th anniversary in the region, we are paying tribute to the rich coffee culture with a whole bean coffee inspired by local flavours and tastes. Dallah’s Treasure is steeped in heritage, poured with tradition and best enjoyed together.”
The event also saw the announcement of a donation of $250,000 to World Central Kitchen from Alshaya Starbucks and Starbucks EMEA to support their work in response to the situation in Gaza. World Central Kitchen has been the primary disaster relief partner of Alshaya Group and The Starbucks Foundation for several years.
The donation builds on the recent announcement by The Starbucks Foundation, the company’s charitable giving arm, and Alshaya Starbucks to provide the equivalent of 1 million meals to people in need in Gaza through a joint donation of $3 million to World Central Kitchen in March.
“In alignment with Starbucks promise to contribute positively, we continue to look at how we can support the people in Gaza. The Starbucks Foundation, Starbucks EMEA and Alshaya Starbucks are proud to provide sustained aid and relief to those in Gaza,” said Andy Holmes.
Tunde Wackman, Chief Development Officer from World Central Kitchen, added, “We are grateful for the joint donation from Starbucks and Alshaya Starbucks, longtime supporters of our humanitarian efforts. The donation will go a long way in providing immediate relief for people in dire need in Gaza, while enabling us to continue delivering aid to impacted communities across the world.”
Founded in 2010 by Chef José Andrés, World Central Kitchen (WCK) is a nonprofit organization that is first to the frontlines providing fresh meals in response to crises. Their work has seen them delivering aid to impacted communities in all corners of the globe, such as Lebanon, Morocco, and Türkiye.
For more information about World Central Kitchen, please visit https://wck.org/
