Our Story
THE BEGINNING
The Pan. The Kitchen. The Moment Everything Changed.
It started not in a roastery, not in a café — but in a kitchen in Amman, with a handful of Kenyan beans and no idea what we were doing.
A meeting in Athens with a friend from the UK who had just finished training at a Kenyan farm. He brought back a sample. I brought it home to Jordan. I had no roaster, no equipment, no training. I asked my mother — she roasted it the way she always had, the way her mother had before her, on a pan over a flame.
We ground it. We brewed it. We tasted it.
The flavour was unlike anything I had ever experienced. Bright, complex, alive. I didn't have the vocabulary for it yet — I didn't know what a tasting note was, what a processing method meant, what made one origin different from another. But I knew, in that moment, that something real was happening in that cup.
That was the beginning.
THE PHILOSOPHY
Quality Isn't Learned. It's Recognised.
What that first cup taught me is something I still believe: quality is not foreign to us. It is not reserved for experts or connoisseurs or people who grew up in coffee culture. It is something inherent in us as human beings — a sensitivity that is already there, waiting to be awakened.
My job was not to teach people what good coffee tastes like. It was to help them trust what they already felt.
Our Story
From Curiosity to Craft — The Journey Behind NEBO
60 Countries. 120 Cities. One Obsession.
I enrolled at Coffee Mind Academy in Copenhagen, studying sensory analysis and roasting science. Then I kept moving. My passion for travel — which had already taken me across more than 30 countries — became inseparable from my pursuit of coffee.
Farm visits in Ethiopia. Cupping tables in Colombia. SCA events in cities across Europe, Asia, and the Americas. I sat with farmers at origin, stood beside roasters at their machines, and spent hours with the founders of some of the world's most respected specialty roasteries — listening to how they found their way, sharing how I found mine.
By the time I stopped counting, I had travelled to more than 60 countries and over 120 cities. Every journey deepened the same conviction: exceptional coffee exists everywhere. The question is whether you have the knowledge and the care to bring it to the cup honestly.
2023. Amman. NEBO.
After years of education, travel, and obsession, I opened NEBO Roastery in Amman — not as a business first, but as an answer to a question that had stayed with me since that kitchen in 2019.
What if Jordan had access to the same quality of coffee I had tasted in the world's finest roasteries?
NEBO is that answer.
Every bean we source is traceable. Every batch is roasted in small quantities, timed to bring out what the origin intended — never masked, never rushed. We work with farms in Ethiopia, Yemen, Colombia, Brazil, Costa Rica, and beyond. Not because those origins are fashionable, but because we have been there, tasted the cherries off the tree, and built relationships with the people who grow them.
We are a Jordanian roastery with a global standard. We are not trying to replicate what exists elsewhere. We are building something of our own — rooted in where we come from, shaped by everywhere we have been.
The Pan Is Still in the Kitchen.
We don't roast on it anymore. But we haven't forgotten what it taught us.
That quality was always there. We just had to taste it to believe it.