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Saudi Coffee Company Introduces JAZEAN

The Saudi Coffee Company, a Public Investment Fund fully owned company, has announced the launch of JAZEAN
The Saudi Coffee Company, a Public Investment Fund fully owned company, has announced the launch of JAZEAN
TT
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Saudi Coffee Company Introduces JAZEAN

The Saudi Coffee Company, a Public Investment Fund fully owned company, has announced the launch of JAZEAN
The Saudi Coffee Company, a Public Investment Fund fully owned company, has announced the launch of JAZEAN

The Saudi Coffee Company, a Public Investment Fund fully owned company, has announced the launch of its coffee brand, JAZEAN.

Sourced from the south of Saudi Arabia, which is located in the verdant coffee belt and the best arabica beans selection from around the world, JAZEAN is a high-quality specialty coffee made sustainably from premium Coffea Arabica to deliver a blend that is uniquely Saudi to the world.

“JAZEAN is a labor of love. Love for our nation, for our culture, and especially our farmers who have sustained our coffee belts through generations,” said Marketing Director at Saudi Coffee Company Mohammed Zainy.

“It is a symbol of our aspiration to develop a coffee industry that is rooted in sustainable production, from cultivation through to packaging. By developing JAZEAN, we are putting our local farmers on the map and giving them a platform to contribute to a national brand, which will take our homegrown product global.”

JAZEAN coffee is a unique blend of locally and globally produced Arabica beans. It is the product of one of the oldest coffee-growing communities in the world with over 800 years of coffee cultivation, based in Saudi Arabia’s southern region coffee belt, which is characterized by fertile lands, groundwater, wells, and valleys.

JAZEAN’s flavor profile will be deeply representative of the land, climate, and farming practices of the region, the company said in a press release. It will spotlight the Coffea Arabica beans, which have been cultivated and elevated by successive generations of coffee farmers.

In addition to contributing to the economy diversification efforts through the launch of JAZEAN, the Saudi Coffee Company is investing in the south region coffee community by introducing and training farmers on global best practices, helping farmers select better quality seeds, refine their farming methods, manage their resources more efficiently, and pilot new techniques to increase quality yield, it said.

JAZEAN will offer coffee products varying between specialty coffee, Saudi coffee, and others. It will do so through collaborations with the entities already operating, such as café, roasteries, and the HORECA sector, in Saudi Arabia to transform homegrown Saudi coffee from a local favorite to a global phenomenon.

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Varieties

'Social Studies' TV Series Takes Intimate Dive into Teens' Smartphone Life

This is the first generation born into a world with widespread social media. LOIC VENANCE / AFP/File
This is the first generation born into a world with widespread social media. LOIC VENANCE / AFP/File
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'Social Studies' TV Series Takes Intimate Dive into Teens' Smartphone Life

This is the first generation born into a world with widespread social media. LOIC VENANCE / AFP/File
This is the first generation born into a world with widespread social media. LOIC VENANCE / AFP/File

Sifting through the smartphones of dozens of US teens who agreed to share their social media content over the course of a year, filmmaker Lauren Greenfield came to a somber observation.
The kids are "very, very conscious of the mostly negative effects" these platforms are having on them -- and yet they just can't quit.
Greenfield's documentary series "Social Studies," premiering on Disney's FX and Hulu on Friday, arrives at a time of proliferating warnings about the dangers of social networks, particularly on young minds.
The show offers a frightening but moving immersion into the online lives of Gen Z youths, AFP said.
Across five roughly hour-long episodes, viewers get a crash course in just how much more difficult those thorny adolescent years have become in a world governed by algorithms.
In particular, the challenges faced by young people between ages 16 and 20 center on the permanent social pressure induced by platforms like Instagram and TikTok.
For example, we meet Sydney, who earns social media "likes" through increasingly revealing outfits; Jonathan, a diligent student who misses out on his top university picks and is immediately confronted with triumphant "stories" of those who were admitted; and Cooper, disturbed by accounts that glorify anorexia.
"I think social media makes a lot of teens feel like shit, but they don't know how to get off it," says Cooper, in the series.
'Like me more'
This is the first generation born into a world with widespread social media.
Via its subjects' personal smartphone accounts, the show offers a rare glimpse into the ways in which that hyper-connected reality has distorted the process of growing up.
We see how young people modify their body shapes with the swipe of a finger before posting photos, the panic that grips a high school due to fake rumors of a shooting.
"It's hard to tell what's been put into your mind, and what you actually like," says one anonymous girl, in a group discussion filmed for the docuseries.
These discussion circles between adolescents punctuate "Social Studies," and reveal the contradictions between the many young people's online personas, and their underlying anxieties.
Speaking candidly in a group, they complain about harassment, the lack of regulation on social media platforms, and the impossible beauty standards hammered home by their smartphones.
"If I see people with a six pack, I'm like: 'I want that.' Because maybe people would like me more," admits an anonymous Latino boy.
'Lost your social life'
The series is not entirely downbeat.
But the overall sense is a generation disoriented by the great digital whirlwind.
There are no psychologists or computer scientists in the series.
"The experts are the kids," Greenfield told a press conference this summer. "It was actually an opportunity to not go in with any preconceptions."
While "Social Studies" does not offer any judgment, its evidence would appear to support many of the recent health warnings surrounding hyper-online young people.
The US surgeon general, the country's top doctor, recently called for warning labels on social media platforms, which he said were incubating a mental health crisis.
And banning smartphones in schools appears to be a rare area of bipartisan consensus in a politically polarized nation.
Republican-led Florida has implemented a ban, and the Democratic governor of California signed a new law curbing phone use in schools on Monday.
"Collective action is the only way," said Greenfield.
Teenagers "all say 'if you're the only one that goes off (social media), you lost your social life.'"