Page 55 - WORLD OF COFFEE PR REPORT - NOVEMBER 2023

11/13/23, 11:18 AM World of Coffee Dubai 2024 reveals varied activities, programmes to promote partnerships within sector | Partners | Belarus…
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 pre-eminent forum for enthusiasts,
professionals, and experts to stay current on industry developments and explore
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