Lateefa’s passion for Arabic coffee drove her to reinterpret how Arabic coffee drinkers consumed it, so she started her first steps in (Yatooq) by manufacturing readymade Arabic coffee blends, and the first automated Arabic coffee machine. She recently co-founded Aroom, a company focused on developing technology for coffee vending machines. Lateefa’s passion for women empowerment drove her to co-found CellA+, a Saudi professional women’s network, which has about 3000 members. She received several awards, and Forbes magazine listed her in the Kingdom’s most innovative leaders for 2013/2014/2015.