Introduction
Osamah Alawwam is a pioneering figure in Saudi Arabia’s specialty coffee scene, seamlessly blending entrepreneurial acumen with a deep passion for coffee culture. As the co-founder of The Roasting House, he has played a pivotal role in transforming the Kingdom’s coffee industry, making significant strides in both business innovation and cultural enrichment.
Early Life and Educational Background
Osamah’s journey into the world of coffee began during his academic pursuits in the United Kingdom. He earned a Bachelor of Arts with Honors in Business Law and International Business from London Metropolitan University. His time in the UK not only provided him with a solid educational foundation but also exposed him to diverse coffee cultures, igniting a passion that would later define his career. At just 16, Osamah embarked on his professional journey as a clerical assistant at a small estate agency in Central London, gradually advancing to more challenging roles in various sectors, including real estate advisory, energy, banking, and hospitality .
The Genesis of The Roasting House
In 2013, Osamah transformed his personal passion for coffee into a business venture by establishing The Roasting House. What started as a modest endeavor has evolved into one of the Middle East’s leading specialty coffee roasteries, delivering high-quality coffee and brewing equipment to households and cafes across the region . Under his leadership, The Roasting House has become the largest HARIO distributor in the Middle East and the largest global distributor for Cafflano .
Recognition and Awards
Osamah’s innovative approach to business and his contributions to the coffee industry have garnered significant recognition. In 2019, he was a finalist for the British Council’s Study UK Alumni Awards in the Entrepreneurial category, highlighting his role in business innovation . This acknowledgment reflects his commitment to excellence and his influence in shaping the specialty coffee landscape in Saudi Arabia.
Contributions to Coffee Culture
Beyond business, Osamah is dedicated to enriching coffee culture in Saudi Arabia. He actively participates in events like the International Coffee and Chocolate Exhibition, where he shares insights on coffee innovation and emerging trends . His involvement in such platforms underscores his commitment to fostering a vibrant coffee community and promoting knowledge exchange among enthusiasts and professionals alike.
Mentorship and Community Engagement
Osamah is also passionate about mentoring aspiring entrepreneurs. He regularly conducts workshops aimed at empowering young Saudi entrepreneurs, sharing his experiences to guide them in their business endeavors . His dedication to mentorship reflects his belief in nurturing the next generation of business leaders and contributing to the broader economic development of the region.
Personal Interests and Social Media Presence
An avid traveler and culinary enthusiast, Osamah shares his experiences and love for coffee through social media platforms. His Instagram account, @oalawwam, features a blend of coffee brewing techniques, culinary creations, and glimpses into different coffee cultures around the world . This online presence allows him to connect with a broader audience, fostering a community of coffee lovers and culinary aficionados.
Future Aspirations
Looking ahead, Osamah aims to continue expanding The Roasting House’s reach and influence. He is focused on developing a new centralized coffee roasting unit with a capacity significantly larger than the current production, built on total quality management standards . This initiative reflects his commitment to scaling operations while maintaining the highest quality standards.
As Saudi Arabia continues to diversify its economy and promote cultural sectors under Vision 2030, figures like Osamah Alawwam have emerged as vital contributors to both business innovation and cultural storytelling. His efforts through The Roasting House and related ventures are not merely commercial triumphs—they symbolize a broader movement to place Saudi Arabia on the global map of specialty coffee, a market long dominated by countries with more historically established coffee cultures.
Osamah’s approach to entrepreneurship is deeply intertwined with a reverence for authenticity, quality, and education. He has not only succeeded in building a profitable business model but has also helped create a vibrant coffee ecosystem. By supplying world-class brewing equipment, sourcing premium beans, and promoting sustainable roasting practices, Osamah has laid the foundation for a coffee renaissance in the Kingdom—one that is both rooted in heritage and inspired by global excellence.
Elevating Saudi Arabia’s Coffee Narrative Through Innovation and Cultural Commitment
Perhaps one of the most striking aspects of Osamah’s entrepreneurial journey is his ability to inspire younger generations. Through workshops, speaking engagements, and direct mentorship, he shares not only his expertise but also his personal experiences—trials, triumphs, and everything in between. His presence at major exhibitions like Coffee & Chocolate Expo adds significant credibility to the regional specialty coffee movement, making these events more than commercial showcases—they become learning environments and incubators for future talent.
Moreover, Osamah’s digital engagement offers a unique blend of personal storytelling and professional insight. His social media posts are not just promotional tools; they are curated reflections of his philosophy on coffee, travel, cooking, and entrepreneurship. From videos of brewing techniques in scenic mountain retreats to snippets from his kitchen where he fuses culinary creativity with coffee rituals, Osamah invites his audience into a lifestyle—one that celebrates intention, craft, and shared experience.
His recognition by the British Council as a UK Alumni Entrepreneurial Award winner further adds an international dimension to his profile. It highlights how Osamah’s cross-cultural education and global exposure have influenced his business sensibilities. His vision transcends national boundaries, yet it remains deeply aligned with Saudi values—particularly hospitality, generosity, and pride in craftsmanship.
Strategically, Osamah’s plans to expand roasting capabilities through a new centralized unit reflect his readiness to scale without sacrificing quality. His focus on total quality management principles signals a commitment to operational excellence, and it positions The Roasting House as a scalable model that could inspire other food and beverage entrepreneurs across the MENA region.
Conclusion
In a world where coffee is increasingly seen as both an artisanal craft and a cultural currency, Osamah Alawwam stands out as a visionary. He bridges local tradition with global sophistication, and in doing so, he reinforces Saudi Arabia’s place not only in the coffee industry but in the broader dialogue of innovation, entrepreneurship, and cultural leadership.
Osamah Alawwam’s journey from a passionate coffee enthusiast to a leading entrepreneur in Saudi Arabia’s specialty coffee industry is a testament to his vision, dedication, and innovative spirit. Through The Roasting House, he has not only transformed coffee consumption in the region but also inspired a new generation of entrepreneurs and coffee lovers. His story exemplifies how passion, when combined with strategic business acumen, can lead to transformative change in both industry and culture.
