KÚPS was born from a simple conviction: in Morocco, coffee is deeply loved, yet people rarely get the chance to taste what it can truly become.
Coffee deserves better than habit
Coffee is part of daily life in Morocco. It is shared, it is offered, it brings people together. It accompanies rushed mornings and long conversations alike. And yet the cup served is almost always the same, whatever the house: a dark roast, a uniform taste, and nothing to hint at where the bean came from.
Coffee is a fruit. It grows at altitude, in specific soils, in specific hands. A Kenyan coffee has nothing in common with an Indonesian one, and two neighbouring plots can produce two different cups. That diversity is what we set out to make accessible.
Choosing, rather than filling a shelf
We are not trying to offer the largest catalogue. We offer fourteen coffees, chosen one by one.
Each is a specialty coffee, meaning it scores at least 80 points on the Specialty Coffee Association scale. Our lots range from 81 to 88 points. That score is not a marketing device: it is awarded in blind tasting by certified judges, and it reflects the producer's work as much as the consistency of the lot. We explain how to read it in detail.
For every coffee we state the country, the region, the producer or cooperative, the altitude, the variety, the processing method and the aromatic notes. Nothing is rounded off, nothing is embellished. When a piece of information is not confirmed, it does not appear.
What we do not do
We do not display any label we cannot prove. An organic or fair trade logo will appear on a product page only if the corresponding certificate exists for that specific lot.
Nor do we promise that all our coffees will please everyone. A floral Ethiopian and a woody Indonesian are two different worlds. Our role is to give you the means to choose yours, not to sell you the same coffee under fourteen names.
Passing on as much as selling
A good coffee badly brewed makes a bad cup. That is why we publish the Coffee Journal: concrete guidance on extraction, storage and processing methods. None of those articles is trying to sell anything. They are trying to make the cup better.
It is also why we offer three formats — 250 g, 500 g and 1 kg — rather than one: coffee is best drunk fresh, and the right quantity is the one you will finish while it is still at its peak.
A Moroccan house
KÚPS is based in Casablanca and serves Morocco. Our coffees come from the Americas, Africa and Asia, but home is here.
A question, a craving, a project? Write to us at contact@kups.ma. Trade customers will find their contact point on our For professionals page.