In Azerbaijan, where tea has traditionally been the preferred beverage, coffee is becoming increasingly popular as new cafés continue to emerge. In recent years, the country’s coffee culture has changed noticeably. More customers are showing interest in origin, roasting quality, brewing methods, freshness, and consistency. This shift has created space for a new generation of coffee businesses that not only sell coffee but also contribute to building a stronger specialty coffee culture.
One of them is 42 Coffee Roasters LLC. Founded in 2018 in Abu Dhabi, the business now operates through three affiliates, including one in Baku and two in the UAE. Today, the company produces freshly roasted specialty coffee, drip bag coffee, capsule coffee and coffee beans. It sources high-quality green coffee, develops its own recipes and promotes a more refined coffee experience for both retail and business customers.
42 Coffee Roasters also develops its own recipes and offers more than 20 flavour profiles. Its most popular product is drip bag coffee. According to the company, they were the first to introduce drip bag coffee to Azerbaijan, and it remains one of its best-selling products.
“The success of drip bag coffee is easy to understand. It gives customers the opportunity to prepare fresh filter coffee anywhere, at home, in the office or while travelling, without expensive brewing equipment. It is convenient, clean and accessible, while still offering a specialty coffee experience,” says Javid Tarverdiyev, director at 42 Coffee Roasters.
From fragmented operations to centralised management
As the company expanded, managing operations became increasingly complex. Different tools, Excel files and separate systems were used to manage financial information, customer data, sales activity and daily operations. Information was scattered across multiple platforms, creating duplication, delays and limited visibility across the business.
“Absence of centralised financial management made it harder for the company to monitor performance, control data accuracy and make timely decisions. As the number of transactions, products and customers increased, this became a serious obstacle,” says Javid Tarverdiyev, director at 42 Coffee Roasters.
The company also needed a more suitable Point of Sale system. The existing setup was not strong enough to provide real-time reporting, inventory visibility and accurate sales tracking. “For a business that operates both online and offline, this was a critical issue,” explains Tarverdiyev. “Without real-time information, it becomes difficult to understand which products are selling faster, which channels are performing better and where operational improvements are needed.”
To address these challenges, 42 Coffee Roasters joined the EBRD project Implementation of a Cloud-based ERP System for 42 Coffee Roasters under the EU4Business umbrella. The project focused on strengthening financial management, POS operations, reporting capabilities, cloud infrastructure and system integration.
Building a stronger digital foundation
The project introduced a cloud-based ERP system that connected key business functions into a single management platform. It also integrated the company’s website, CRM and financial systems, allowing online orders, customer data and operational processes to work together more efficiently.
As a result, customer activity became easier to track, orders could be managed more effectively and management gained access to more reliable, real-time information for decision-making.
To ensure a successful transition, three employees received comprehensive training on the new systems.
Three years later: a system that became a part of daily operations
Three years after implementation, the new system has become an integral part of the company’s daily operations. The project delivered measurable business results: labour productivity increased by 12%, while the company turnover increased by 12%. The accounts receivable collection period decreased by 90%. Sales, customer interactions and internal processes are now managed through a single, integrated system. Real-time reporting and integrated data have also given management much better visibility across the business.
Today, 42 Coffee Roasters operates with a team of 18 people and has a significantly stronger operational foundation to support future growth.
Supporting the next stage of growth
For 42 Coffee Roasters, e-commerce has been part of the business model from the beginning of its operations in Azerbaijan. However, as the business grows, the company sees an opportunity to further strengthen online customer engagement and contribute to the development of local e-commerce.
The digital systems introduced through the EU4Business-supported project have provided the infrastructure needed to support these ambitions. By integrating customer, sales and operational data, the company is now better positioned to manage online growth and improve customer experience.
The company’s goal is to build a reliable and convenient online sales mechanism that increases customer trust in local e-commerce platforms. This ambition goes beyond coffee. If a local brand can create a strong, reliable and user-friendly online sales experience, other companies and sectors may follow the example. In this way, 42 Coffee Roasters aims to contribute not only to the development of its own business, but also to the wider digital transformation of local commerce.
The company has already experienced a similar situation in the UAE. In 2017-2018, many roasteries had websites, but were not actively selling fresh coffee online. 42 Coffee Roasters was among the first to focus on direct online sales of fresh coffee. Later, during the COVID-19 pandemic in 2020, online retail customers increased significantly. Many people who tried the company’s coffee once became repeat customers. This experience showed the company that a strong online channel can become one of the most valuable parts of the business.
In addition to retail and online sales, 42 Coffee Roasters is exploring solutions for offices and coffee shop chains. The company is assessing opportunities to manage coffee equipment remotely using connected devices and artificial intelligence, helping maintain consistent quality and performance across multiple locations.
The EU and EBRD support has enabled 42 Coffee Roasters to combine specialty coffee expertise with modern digital infrastructure and a clear vision for growth. Today, the company is not only expanding as a local coffee brand. It is also helping shape a more modern, digital and quality-focused coffee market in Azerbaijan.
How to get support to empower your business
Through the EBRD’s Advice for Small Businesses programme under the EU4Business umbrella, more than 1,200 projects have already been implemented in the country, supported by over 150 local consultants, helping companies strengthen performance, improve competitiveness and unlock new market opportunities.
If you are an SME operating in Azerbaijan, privately owned, with up to 250 employees, an annual turnover of less than €50 million, and at least two years of operation, you may be eligible to benefit from this support. The programme connects you with experienced local and international experts who provide practical, tailored advice across areas such as marketing, digitalisation, operations, and quality management.
Whether you are looking to scale, innovate, or improve efficiency, the right expertise can make a tangible difference.
Discover how your business can benefit and apply here: Learn more about EBRD Advice for Small Businesses
