Page 32 - 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 | Web Release
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

Khalid Al Hammadi, Senior Vice President of DXB LIVE, said: “Through this edition, we aim to boost the position
of the World of Coffee Dubai to be the most preferred global platform for coffee industry leaders. We strongly

believe the event will surpass the conventional trade show paradigm, securing its reputation as the world’s
preeminent forum for enthusiasts, professionals, and experts to stay current on industry developments and explore

novel strategies and ecologically sustainable practices that will further the industry’s expansion and sustainability.”

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