Page 62 - WORLD OF COFFEE PR REPORT - NOVEMBER 2023

11/13/23, 11:19 AM Latest News
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

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