Page 35 - 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 | MENAFN.COM
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.

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