Our Story
OWASIS was founded by a coffee professional who has worked at every level of the industry — from barista to Roast Master to international business leader. This is that story.
How We Started
OWASIS Holdings Limited was founded on a simple belief: exceptional coffee should not be complicated, expensive, or inaccessible.
After more than 15 years working across the coffee value chain — from barista operations and training to roasting, green coffee sourcing, quality control, and large-scale production — our founder witnessed a recurring challenge across the industry.
Many coffee businesses struggle to balance quality, consistency, traceability, and profitability. Small coffee shops, hotels, and hospitality businesses often spend significant time and resources managing their coffee programs while facing increasing costs and shrinking margins.
At the same time, coffee has evolved dramatically. New origins, processing methods, roasting technologies, and consumer preferences continue to reshape the industry. Yet many businesses remain limited by traditional sourcing models, long supply chains, inconsistent quality, and rising costs.
OWASIS Holdings Limited was established to bridge this gap.
Our mission is to simplify coffee procurement and supply by delivering customized coffee solutions that combine quality, consistency, affordability, and traceability. We believe coffee businesses should focus on serving customers and growing their operations while we handle the complexities of sourcing, roasting, quality assurance, and supply chain management.
"We provide plug-and-play coffee solutions that allow our clients to access professionally developed coffee profiles tailored to their market needs — without the burden of managing multiple suppliers, complex sourcing programs, or lengthy development processes."
The Name
The name OWASIS is inspired by the word "Oasis."
An oasis represents life, hope, abundance, and renewal in the middle of a desert. It is a place where travelers find relief, resources, and the strength to continue their journey.
At OWASIS, we strive to play the same role within the coffee industry and the broader trade ecosystem. We aim to provide reliable solutions, create opportunities, and bring sustainable growth to businesses navigating increasingly complex markets.
Our goal is to become a trusted source of value, innovation, and partnership for coffee businesses, traders, investors, and customers across Saudi Arabia, East Africa, and beyond.
Like an oasis, we are a consistent and dependable source — always where we say we'll be, delivering what we promise.
We create the conditions for businesses and communities to thrive — building sustainable value across the supply chain.
Every relationship we build is designed for the long term — connecting people, markets, and opportunities that last.
Between East Africa and Saudi Arabia. Between producer and consumer. Between quality and accessibility.
Founder & Group CEO
Roast Master · Coffee Professional · Entrepreneur
George Wanja is a seasoned coffee professional and business leader with over 15 years of experience spanning the entire coffee value chain — from barista operations and coffee training to green coffee sourcing, roasting, quality control, product development, and large-scale coffee production.
His coffee journey began behind the espresso machine as a barista, where a passion for coffee quickly evolved into a lifelong career. Over the years, George advanced through multiple leadership roles, gaining extensive experience in coffee training, roasting operations, sensory evaluation, green coffee procurement, and production management.
Having worked across Kenya, Uganda, Dubai, and Saudi Arabia, George has developed a deep understanding of both producing and consuming coffee markets. His expertise extends beyond roasting into business development, supply chain management, quality assurance, and international coffee trade.
Among his most notable achievements is the development and management of a commercial roasting facility producing between 14 and 20 tonnes of roasted coffee per day while maintaining consistency across more than 60 coffee products. During his career, he has sourced, profiled, roasted, and supplied coffee to more than 80 coffee shops and hospitality businesses across Saudi Arabia.
"At OWASIS Holdings Limited, we believe that great businesses are built by solving real problems. I founded OWASIS to simplify coffee — and to create opportunities that generate lasting value for every stakeholder in the chain."
— George Wanja, Founder & Group CEOWhat Drives Us
Five principles that guide every decision, every product, and every relationship we build.
Delivering superior products and services — every time, for every client.
Building relationships based on trust, transparency, and honest communication.
Creating smarter, more efficient solutions that move the industry forward.
Growing together with our clients, producers, and stakeholders for shared success.
Creating long-term value across the supply chain — for people and planet alike.
Where We Are Going
By 2030, OWASIS Holdings Limited aims to become one of the most trusted coffee, trade, and market access companies connecting Saudi Arabia, the Gulf region, and East Africa.
Establish OWASIS as a recognized supplier of premium roasted coffee, custom blends, and private-label solutions serving cafés, hotels, restaurants, distributors, and retail brands throughout Saudi Arabia and the GCC.
Develop roasting and value-addition facilities closer to coffee-producing regions, reducing supply chain complexity, improving freshness, creating employment opportunities, and increasing value retention within producing countries.
Facilitate the sourcing and export of premium East African products through a trusted network of suppliers, processors, and logistics partners.
Support farmers, exporters, entrepreneurs, and businesses by building long-term partnerships that improve profitability, promote fair practices, and encourage sustainable growth throughout the supply chain.
Expand OWASIS into a multi-division organization operating across Coffee, Trade & Sourcing, Tourism, Consulting, and Investment Facilitation — while maintaining a reputation for excellence, integrity, and customer-focused service.
Start the Conversation
Whether you have a specific coffee requirement or just want to explore what's possible — our team is ready to talk. No commitment required.