In Oman—a nation long celebrated for its warm hospitality and rich cultural traditions—coffee represents far more than just a drink.
It embodies a profound symbol of respect, unity, and generosity, woven into the very fabric of social and cultural life. Within this tradition, a new chapter is being written, led by a pioneering businessman whose ambitions stretch well beyond distribution and retail: Afshin Mohammadi.
Mohammadi’s journey began decades ago when he ventured into the hospitality supply industry, introducing high-quality brands and innovative coffee concepts to Oman. His partnership with illy in the early days brought authentic Italian espresso to a market that had primarily relied on instant coffee, igniting a transformation in how Oman—and particularly its hospitality sector—approached coffee.
His efforts in elevating the country’s coffee experience helped to foster a burgeoning coffee culture, evident in the increasing number of specialty cafes and an appetite for quality brews that reflect both tradition and modern sophistication.
Yet, behind Mohammadi’s business success lies an even more ambitious vision: one rooted in sustainable development, national pride, and self-sufficiency. His ambitions, however, extended beyond distribution and retail growth.
In 2024, he spearheaded a pioneering project that would have lasting implications for Oman’s agricultural landscape and its cultural identity—a truly historic milestone. He established Oman’s first coffee plantation, located in the southern region of Dhofar at an elevation of 888 metres above sea level, aiming to cultivate high-quality Arabica beans.
This initiative marked a seismic shift for a country historically devoid of local coffee production, a move that could redefine Oman’s role within regional and global agribusiness.
The project was not merely about planting coffee trees; it was a bold statement of aspirations and a step towards diversifying Oman’s economy. Under the leadership of an experienced Omani agricultural engineer, the plantation was designed to produce premium Arabica beans, suitable not only for local consumption but also for export.
Cultivating coffee on Omani soil required overcoming numerous challenges—the arid climate, soil conditions, and the need for specialised processing—but Mohammadi’s vision was unwavering. His goal was to establish a local, sustainable source of top-quality coffee, thereby reducing dependence on imports and fostering a new sector within Oman’s economy.
This effort was born out of a desire to build a sense of ownership and pride among Omanis. Coffee, with its deep roots in Arab culture and tradition, now serves as a symbol of national renewal.
As local coffee plantations begin to take shape, they are also viewed as a vital step toward nurturing Omani agriculture and rural development. The project is envisioned as a catalyst for creating jobs, encouraging young Omanis to pursue careers in farming and agribusiness, and developing a self-sufficient supply chain that can sustain the nation’s growing coffee culture.
Mohammadi’s commitment to this vision goes beyond mere economics. He wishes to inspire young Omanis by planting seeds—quite literally—in their minds.
To this end, he has donated coffee plants to students across the country, aiming to spark curiosity and engagement in agriculture, science, and innovation. Through this initiative, he hopes to nurture a new generation of Omanis who appreciate their land, their heritage, and the potential for agricultural self-sufficiency. It is a delicate blend of tradition and progress—a challenge to the misconception that Oman’s climate and soil are inhospitable to such crops.
This groundbreaking venture is also a testament to Mohammadi’s understanding of the importance of agriculture in building resilience and sustainability.
For many years, Oman has grappled with water scarcity, climate challenges, and reliance on imported food and commodities. The coffee plantation embodies a calculated gamble—the reimagining of Oman’s agricultural territory, transforming an arid desert into a land of opportunity and innovation. This aligns with the broader national goals for diversification under Oman’s Vision 2040, which calls for more sustainable economic practices and local manufacturing.
As an entrepreneur, Mohammadi's founding of Al Roofoof Hotel Supplies & Trading has enhanced his vision to give back to Oman. The company has introduced premium international brands and innovative beverage solutions in the country. Starting as a distributor, the company quickly established itself as a trusted name in the market, representing renowned brands such as Jura coffee machines, San Benedetto waters, and Dammann Frères teas, and expanding its portfolio across various sectors.
Over the years, Al Roofoof has grown beyond distribution to contribute significantly to Oman’s hospitality landscape. It launched Oman’s first independent tea lounge, Chado Tea Lounge, in 2009, introducing the public to refined tea experiences. The company also established The Coffee Workshop, a hub for coffee enthusiasts and professionals, fostering expertise in brewing and machine maintenance.
As Oman’s first coffee plantation begins to flourish in Dhofar, it symbolizes much more than a business venture. It marks a new chapter for a country eager to forge its own identity in the global landscape of food and agriculture. For Mohammadi, this is a legacy of purpose—building a sustainable future rooted in tradition, environmental stewardship, and national pride. His dedication reflects a belief that Oman’s aspirations can extend beyond petrochemicals and tourism, embracing agriculture and local industry as pillars of growth.
Ultimately, Mohammadi’s pioneering project encapsulates his broader mission: to inspire a sense of possibility among Oman’s youth, nurture innovation, and establish a distinctive identity that celebrates the country’s resilience and potential. His vision of planting coffee trees on Omani soil is not only an achievement in agriculture but also a metaphor for growth—an effort to reinforce the
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