SETTING OUT TO TRANSFORM THE COFFEE EXPERIENCE

UAE homegrown brand, Tres Marias launched its newest range of plant-based barista milk in three different flavours – Oat, Soya, and Almond with Coconut on its way. The brand plans to distribute its products across the Middle East and North Africa region. Maria Pavani, the woman behind the brand, set out to develop a plant-based milk with the right taste and texture that completes a great cup of coffee, and this is her story.

Originally from Brazil Pavani and living in Dubai since 2013, before moving to the UAE she got her first F&B job in a café in Portugal, in 2008. When she turned 18 years old, her mother thought it would be good for her to see the world, so she moved to Lisbon.

“It was here that I was introduced to the F&B world. I started at the bottom washing dishes, taking out the garbage, and serving tables. After that I had other jobs in Portugal, and as soon as I finished my studies I went back to Brazil and started developing more knowledge in the speciality coffee field, which was the area I wanted to focus on.”

“The coffee industry is very interesting. By the time I started Tres Marias in 2019, I couldn’t see myself doing anything else than coffee after a solid decade working in the industry. I started as a barista and over the years I studied and did a bit of everything in the coffee industry: working behind the bar, visiting farms and buying coffee, business development, barista trainings around the world and judging national and world barista championships. As I am always looking for the next step in my career, I did not see myself working for any coffee company since I was very active in the community and very creative. I thought I could create a brand with a voice, with the perspective of someone who understood everything that went on behind the scenes of a cup of coffee, a different and fresh approach to the world of coffee, which was also rapidly evolving. I thought that the UAE would be the best place to do it, since it’s an excellent country that empowers entrepreneurs and small businesses. I also believed that the UAE and the region in general has space for brands like Tres Marias, that brings innovation to the industry itself and adds value to the regional community”.

Pavani says that she was part of the first line of coffee professionals and coffee businesses in Dubai. She watched the development of the industry very closely. When Tres Marias Coffee Company came to her mind, the first thing she did was look for gaps in the industry that she could offer a solution for.

“I opened a DMCC company, and started trading and with time, started developing products as I understood what the market was looking for. My niche was serving innovative, high-quality, environmentally conscious coffee. So, we set out to transform the coffee experience of the people here in the UAE, by sourcing high-quality coffee beans from some of the world's best coffee-growing regions. Each region has its own unique set of growing conditions, including soil quality, climate, altitude, and more. These factors give our coffee a distinct flavour profile. By sourcing from a variety of regions, Tres Marias Coffee is able to offer a range of coffee options for customers to choose from, each with its own unique flavour profile. We categorise our worldwide farm-harvested coffee beans according to the preference of the people – everyday brew for those new to home brewing experience, complex beans for aficionados, and extravagance for an exotic coffee experience. Not only are packed coffee beans from these farms are available but Tres Marias also offers special compostable capsules and coffee sachets, two of Tres Marias’ best sellers and the firsts-of-its-kind in the region, which anyone can brew and enjoy.”

There are several reasons why she chose to base her business in Dubai. “Firstly, I have no plans to relocate and am already based in Dubai. Secondly, Dubai provides a perfect environment to start a business and pursue an entrepreneurial career. It offers an excellent platform for networking and connecting with people who share your vision. I have personally experienced starting as a barista and growing to become a business owner, and I believe that hard work and the right resources can lead to success in Dubai. Additionally, Dubai serves as a gateway to exploring other GCC countries. Finally,

I identified a gap in the market for speciality coffee in a relatively new coffee market”.

Currently, Tres Marias products includes a diverse range of specialty coffee products, ranging from freshly roasted coffee beans to barista plantbased milk and coffee ice cream.

“With our team based in Dubai, we have established a partnership with Bidfood, who serves as our official distributor across the region. This partnership enabled us to expand our reach and cater to a larger client base, including customers in the UAE, Saudi Arabia, Oman, and Bahrain, with plans to soon expand to Qatar and Jordan. In Dubai, our products are available in the food service segment that caters to HORECA, as well as in retail through partnerships with Noon Minutes and Grocery, Deliveroo, and selected supermarkets. In Saudi Arabia, we recently appointed a brand manager to support our distributor in the food service segment, while our products are also available in retail through Amazon and Panda.”

According to Pavani, Tres Marias has an unconventional and playful approach to branding, which challenges the traditional way that coffee is marketed in the region.

“As the leader of the business, I relish the opportunity to conceptualise new ideas and products and see them come to fruition. This sense of accomplishment is deeply fulfilling to me. Moreover, we strive to cultivate a supportive environment for our team members, helping them grow as professionals and ultimately contributing to the success of the brand. By pushing the boundaries of what is possible, we hope to drive the industry forward and tap into new markets. When people think of specialty coffee in the MENA region, Tres Marias should be the first name that comes to mind”.

As a first-time F&B entrepreneur, she says that she is fully dedicated to the success of Tres Marias. “Our aspirations for the brand are audacious, and my entire focus is on realising our vision. While I'm not actively considering other projects now, I'm excited to see what the future holds and am eager to embrace whatever opportunities come our way.”