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We noticed that you are also one of the bean to cup. Hence partaking in these I believe that there is a need for more
few female CQI Q & R Graders in courses and programmes. specialized female professionals and
Malaysia. What made you partake in the highly encourage more females to join the
programme? Do you think that Malaysia is lacking industry because it’s really fun!
female professionals in the industry?
The deeper I ventured into specialty What are your thoughts on that? A word of advise for the inspiring new
coffee, I felt the need to educate myself barista’s in the industry?
further. I was pretty much obssessed I think the numbers are beginning Never give up on your dream! Enjoy
with coffee and nobody could stop me to grow throughout the last couple of the journey and keep on moving forward.
from growing further into it. I wanted to years, but only in small numbers. We There is always room for growth and it’s
learn everything about growing, process- have a lot of female baristas and there how you search for it. If there is an
ing and roasting. I strongly believe that are also seasoned professionals in other undying interest for coffee, you know you
quality control is very important, from categories such as roasters and such. are made for the industry.

Sarah Joy Sebastian

Coffex Coffee Malaysia - Marketing Executive
4 Years of Experience in the Coffee Industry

Tell us a little bit on how you first began What do you think is the biggest problem industry. If you told me in 2011 that I’d be
your journey in coffee and how you came for female professionals in the industry? working in this industry, I’d have laughed
about to join Coffex Coffee. I’ve found that its pretty tough to so hard, yet I wouldn’t change a thing.
I stumbled upon the coffee culture be a female in the service industry We know that servicing new and
around 2010-2011 when my friends and because women generally do not come demanding clients can be really tough
I used to spend our afternoons in cafes together as easily as men do. Men are at times, tell us a little bit about your
attempting to be ‘freelancers’. Back then able to bond and therefore find it much worst and best experience as a market-
I didn’t even like coffee. In 2012, while easier to work together, especially in ing executive?
considering my options to return to cafes and restaurants where it can get Oh man! There are so many stories.
study, I figured if I had barista skills, quite stressful and a higher sense of Some of the funniest are possibly the
I’d be able to get a job in a cafe anywhere communication is required along with conversations with people who have read
easily. With that, I went to work in a cafe a greater need for comraderie. Further- a whole lot of coffee blogs and Facebook
and it was one of the best experiences more, as a female leader, being able to posts but have no actual understanding or
ever. Over a year later, I ended up joining execute authority and earn respect from experience with brewing or even drinking
Barista Guild Asia. I very quickly realised the men will always be a challenge as coffee. Its also really tough when people
that while I knew how to pull shots and well as learning not to get emotionally expect or demand that we provide them
froth milk as a barista, I really didn’t attached to work. a product or service that we do not have
know anything about coffee. Being part With years of experience in the industry, and having to navigate that has been one
of the academy taught me a lot more of what would you say is the best experience of the more challenging experiences. The
the theory and techniques. It was really that you have learned from the industry? best experience for me has been provid-
exciting being part of a training academy ing a channel for consumers to purchase
to be able to have a broader perspective I’d say that every step of the coffee from us. Its so rewarding to see
from a neutral standpoint. In 2015, I journey has been an amazing learning consumers placing their orders over and
joined Coffex Coffee’s marketing depart- experience, but one of the best parts over again and you know they’re enjoying
ment. In the past year, I’ve discovered is watching people connect through our products.
that while you may be able to learn all the coffee. It was the thing that drew me
right theories in coffee, most of the time to coffee in the first place, and its still You once played a role in running
you just have to smash the theories and the thing that excites me. I’ve also been a coffee educational institution, what do
experiment for yourself. very humbled to be part of this growing you think needs to be improved in the
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