Page 26 - WORLD OF COFFEE PR REPORT - NOVEMBER 2023

11/13/23, 11:16 AM World of Coffee Dubai 2024 reveals varied activities and programs to promote partnerships within sector
The exhibition will also set the stage for the launch of various new events, like the Franchise Village, a
platform that will bring together leading brands seeking to expand in the region and investors
interested in establishing branches of renowned coffee brands. The platform will reinforce the
position of the World of Coffee as a key event for exploring growth and collaboration opportunities.

Among the exhibition’s features and programs, the Buyers Program and Buyers Longue will enable
meetings between buyers and farmers, traders, distributors, and roasters, as well as food and
beverage managers from the tourism and hospitality sectors. It will further encourage interaction and
communication among industry stakeholders and offer an ideal setting for potential partnerships and

transactions.

In addition, the 2024 edition will be held in two large theatres to accommodate more participants for
its series of dialogues and free workshops. One theatre will be dedicated to hosting specialised
coffee association dialogues, while the other will be for unfiltered sessions, like hosting extensive
dialogues with the presence of numerous global experts and specialists to discuss the latest trends,

innovations, and products worldwide.

The Roasting Village, Cupping Room, and Brew Bar pavilions are also expanding to meet the
growing demand for participation. The Roasters Village area is expected to be one of the most
alluring areas for attendees as it will exhibit coffee-making machines and water sources. The

participating businesses will also make coffee and display their coffee beans. Along with specialised
guests, it brings together a dozen global businesses and offers an opportunity to sample coffee that
has been prepared and roasted in a variety of methods.

The ’Cupping Room’ pavilion will enable visitors to taste and compare different coffee varieties and
evaluate their quality. During their one-hour sessions, each company will provide a set of coffee-

tasting sessions for buyers and the public to try and compare. The Brew Bar pavilion, which is made
up of two enormous platforms, can accommodate 12 enterprises. Businesses may utilise the platform
for three hours to offer different coffee-tasting sessions and customers can wander between the

businesses to sample the coffee and watch baristas creating inventive concoctions.

Innovation platform

To encourage innovation and development in the sector, the exhibition will feature the Coffee Design
Award, which will highlight the latest advancements in coffee preparation, equipment, and
sustainable practices. It will be awarded in various categories including design, packaging, branding,
coffee cups, and coffee pots. Furthermore, the ‘Best New Product Award’ will be awarded for

exceptional new coffee-related products. To participate in the awards, companies will have to submit
their designs on the competition website, further enabling judges to choose winners. The exhibition
offers a remarkable opportunity for participants to win the International Specialised Coffee

Association's award for the best design or best product worldwide for 2024.

Ensuring an enhanced experience for participants

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