Roasted in Italy, Mikah coffee brings the best of the bean to the world. Here, Founder and CEO Massimo Hakim gives us an overview of the brand’s unique proposition.
Tell us a bit more about Mikah.
Mikah Premium Coffee is an Italian coffee brand with its own roasting facilities. Established in 1984, it has always aimed to deliver high quality coffee. The brand took off thanks to the passion and determination behind it, which aimed to bring the Italian coffee tradition to the world.
Up until today, we have been able to share the true Italian espresso experience in over 43 countries, working hard within our values for further expansion in other territories. However, Mikah roasts all types of coffee; we have 10 gourmet blends available, plus more than 160 others for different markets and customers, including espresso, drip coffee, moka, pods, capsules, etc…The latest launch in December 2020 was the single-serve specialty coffee, which is a must-try.
Italian coffee is known around the globe to be of quality; what makes your coffee ranges unique?
From field to cup, the quality of the product has always come first for us. We carefully select the best raw coffee for our blends. Those who know us also know that we’re a team of dreamers, who are inspired by the love of our international customers.
For this reason, in our line of products, you can find blends and various methods of enjoying coffee. As with the coffee we produce, we also put a lot of effort into packaging.
What range has been generating the highest demand and why?
HORECA and gourmet stores for retail, as well duty-free shops at airports, in addition to Amazon and our online store; those have been our main channels.
Given the delicate and unpredictable situation we’re facing during this period, and our extreme flexibility in approaching consumers, we have intensified the production of our line of products for homes, and so have had a significant increase in online sales.
How has demand been from the GCC, especially the UAE?
The Middle East has always been one of our flagship markets. In addition to the GCC, we also export almost everywhere in the Middle East. Our regional office in Dubai enables us to maintain contacts and support marketing and training activities.
Why have you decided to venture into the coffee market?
My origins have always made me feel connected to the precious, fascinating culture of coffee.
Where do your beans come from and what are the notes? What roasts do you mostly use?
We carefully select the best quality of coffee from 24 different origins – Mexico, Colombia, India, Ethiopia, Indonesia, Jamaica, Yemen, Panama and many others.
Our blends have unique aromatic bouquets, ranging from chocolate notes, caramel and vanilla aftertastes, and hints of flowers and spices. Slow roasting enables us to obtain a well-defined aromatic profile.
What are your upcoming plans?
We have just launched our specialty coffee line, which has garnered great success in Asia and Northern Europe. We’re also working on making all of our packaging eco-sustainable; this has to happen in 2021.
Our objectives also include direct expansion in other countries, always developing new and modern marketing strategies, so as to increase brand awareness.
Dedicating more resources to specialty coffee, our team is constantly striving to introduce new brewing methods, along with delicious recipes for those who are new to the coffee world, for a smooth and enjoyable introduction. We’re in the process of launching our coffeeshop franchise; we have partnered with a leading F&B company in Dubai to develop the brand “MAX Caffe Italiano”, which will be launched in the end of 2021.
