Page 38 - WORLD OF COFFEE PR REPORT - NOVEMBER 2023
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11/13/23, 11:16 AM               World of Coffee Dubai 2024 reveals varied activities, programmes to promote partnerships
         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  Programme  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.



      https://mebusiness.ae/en/news/show/85433?page=2                                                            2/3
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