ROR Coffee Solutions secures US$8.2M investment for Middle East, Europe expansion
UAE – Dubai-based specialty coffee roaster Rate of Rise Coffee Solutions (ROR) has secured AED 30 million (US$8.2 million) in funding to expand its presence across the Middle East and Europe.
The investment will support the company’s growth strategy, focusing on operational hubs, training centers, and new business ventures.
According to ROR’s press release, the company plans to establish barista training facilities, quality assurance programs, and consumer education initiatives to enhance industry expertise in its target regions.
Expansion will begin in Saudi Arabia, where ROR has partnered with Riyadh-based private investment firm Qadr Financial to secure hospitality and restaurant supply deals.
While the company has not disclosed specific European markets, it aims to strengthen its footprint in the region.
A portion of the investment will be used to upgrade ROR’s infrastructure, enhance roasting technology, and support sustainability programs.
The company also plans to diversify into new business areas, including corporate coffee solutions and immersive coffee experiences.
Sustainability remains a core focus of ROR’s growth strategy. The company is implementing eco-friendly packaging, waste reduction programs, and electric delivery fleets to minimize its carbon footprint. It is also expanding direct trade partnerships with coffee farms to promote ethical sourcing and sustainable farming practices.
Additionally, ROR has introduced a coffee packaging recycling program and is committed to achieving carbon neutrality.
“This marks a defining moment for ROR and the future of specialty coffee in the region. Our goal extends beyond delivering exceptional coffee – we are creating an ecosystem where innovation, sustainability, and craftsmanship thrive,” said Aaron Marshall, General Manager of ROR Coffee Solutions.
Founded in 2017, ROR sources specialty green coffee from farms in Kenya, Brazil, Costa Rica, Yemen, and Colombia.
Alongside its coffee offerings, the company sells brewing equipment and espresso machines for both home and Horeca clients.
At World of Coffee Dubai 2025, ROR announced a strategic partnership with Dutch manufacturer Giesen Coffee Roasters.
As part of the collaboration, Giesen’s state-of-the-art roasting systems will be installed in all future ROR expansions, further reinforcing the company’s commitment to quality and innovation.
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