About Us & The Moroccan Coffee Legacy
Gold Green World SARL sources specialty coffee with transparency and strong relationships with origin partners. Founded in 2018, we focus on quality, traceability and tailored lots to meet roaster and café needs.
But our story is woven into Morocco's rich coffee heritage — a tradition stretching back over six centuries.
Traditional dallah coffee pot, Marrakech
The Moroccan Coffee Story
9th Century
Berber tribes in desert regions develop wild coffee processing — sun-drying and roasting over open fires, creating the "desert black gold" tradition [citation:1].
~1420
Legend of Moroccan scholar Abu al-Hasan al-Shadhili — while traveling in Ethiopia, he experiences coffee's invigorating effects and introduces plants to Yemen, founding the port of Moka [citation:4].
16th Century
Coffee arrives in Morocco via trans-Saharan trade routes. Initially a luxury for the elite, it slowly spreads through Sufi circles [citation:6].
18th Century
First coffee houses (qahwa) appear in Fes and Marrakech. Coffee becomes a social beverage, though still secondary to mint tea [citation:6][citation:9].
20th Century
French colonialism brings espresso culture, café terraces, and the spread of coffee drinking. Home recipes like Qahwa Ma'atra (spiced coffee) flourish [citation:5][citation:9].
Our values
- Traceability — We honour the ancient trade routes by knowing every farm and cooperative.
- Fair pricing — Continuing the ethos of equitable exchange that built the spice roads.
- Quality first — Like the legendary Moroccan scholars, we believe in uncompromising standards [citation:4].
Today's Moroccan coffee landscape
Morocco imports nearly 58,000 tonnes of coffee annually (2024), with Robusta representing 70–75% of volume. But Arabica is rising fast, driven by tourism and specialty cafes [citation:8]. Average consumption is 1.3kg per person — but with the boom in coffee shops and young urbanites, that's set to grow [citation:8].