Cover Coffee farmers drying the coffee cherries in the sun, after which the beans will be brought to the Bacha Coffee roastery (Photo: Bacha Coffee)
Coffee farmers drying the coffee cherries in the sun, after which the beans will be brought to the Bacha Coffee roastery (Photo: Bacha Coffee)
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Bacha Coffee begins its new ‘Journeys to the Source’ series in Ethiopia—the birthplace of coffee—uncovering the landscapes, traditions and craftsmanship that define its most celebrated brews
Can you imagine a world without coffee? That first, reassuring sip that steadies us for the day ahead has become so instinctive that we rarely pause to consider its origins. Coffee is so ingrained in our daily rhythms that we drink a cup—or two, or even three—without a second thought, often forgetting the generations of hands, heritage and quiet devotion behind every brew.
This is precisely what storied Moroccan brand Bacha Coffee sought to encapsulate with Ethiopia: The Cradle of Coffee, the inaugural film in its ‘Journeys to the Source’ series. Launched on YouTube and WeChat on October 1 to mark International Coffee Day, the series invites viewers into the world’s most celebrated coffee regions, exploring their terroir, traditions and the craftsmanship that defines their coffee cultures. A noteworthy detail: Bacha Coffee is the only coffee roaster to exclusively source 100 percent Arabica specialty-grade coffee from more regions than any other coffee house.
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Bacha Coffee debuts its new film which traces its coffee journey from bean to cup
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Narrated by Taha Bouqdib, president and CEO of Bacha Coffee, the film is anchored in the brand’s ethos of “sharing over 200 of the world’s finest specialty Arabica coffees with people everywhere.” And naturally, the journey begins where the story of coffee itself began: Ethiopia.
According to legend, coffee was first discovered by a goat herder in Ethiopia around 850 AD. Since then, the country’s harvest has been celebrated globally for its vibrant aromas and complex flavours. Bacha Coffee sources its Arabica from Ethiopia’s two key regions—Sidama and Yirgacheffe—both of which are featured prominently in the film. Viewers are transported to the highlands of Sidama, where coffee farms thrive in nutrient-rich volcanic soil.
It is here that Bacha Coffee obtains the Arabica used for its signature Sidamo Mountain Coffee, highlighted through immersive footage that captures each step: the careful plucking of ripe cherries, the labour-intensive harvesting, and the meticulous processing carried out by local farmers. From Yirgacheffe comes the brand’s Yirgacheffe Heirloom Coffee, cultivated between 1,500 and 2,000 meters above sea level. The region’s distinct terroir produces a cup with bright, elegant notes of lemongrass, cane sugar and bergamot.
Above Yirgacheffe Heirloom Coffee, sourced from one of Ethiopia’s lauded coffee regions
Above Sidamo Mountain Coffee, sourced from one of Ethiopia’s lauded coffee regions
Yirgacheffe Heirloom Coffee, sourced from one of Ethiopia’s lauded coffee regions
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Once harvested, these coffees make their way to Bacha Coffee’s 28,000-square-foot roastery in Marrakech. There, the team applies exacting standards to its slow-roasting process, ensuring each coffee’s unique character shines through. “Slow-roasting in small batches takes more time than industrial methods—and is therefore more expensive—but we believe it’s the only way to fully extract the unique characteristics and flavour notes that ultimately reveal themselves in the cup,” says Rudiger Freytag, head of Coffee Procurement and Production.
The film then brings viewers to Dar el Bacha, where Bacha Coffee’s legacy began in 1910 within a small, intricately decorated coffee room. Today, its mesmerising interiors and impeccable service epitomise the brand’s commitment to the art of refined living. More than just a historical tribute, the film underscores Bacha Coffee’s enduring devotion to heritage, craftsmanship and the preservation of coffee culture for generations to come.
Watch the film here:
Above Bacha Coffee’s film, ‘Ethiopia: The Cradle of Coffee’, traces its coffee journey from bean to cup
Credits
Images: Bacha Coffee
Dudi Aureus is the senior dining and travel editor at Tatler Singapore, covering the city’s most exciting restaurants, global travel trends, and the personalities shaping the culinary and lifestyle scenes. She also serves as co-jury chair for the Tatler Best awards in Singapore, celebrating the very best in hospitality. When she’s off duty, she can often be found at a favourite hole-in-the-wall Thai spot, savouring a perfectly balanced pad thai.
