Page 52 - WORLD OF COFFEE 2024 ENGLISH PR REPORT
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movement's role in conserving water resources, as the coffee sector is a significant water

               consumer and aims to enhance coffee quality, positively impacting market value.





               Shouq BinRedha, Exhibition Manager  of World of Coffee Dubai 2024 said:  “We are

               delighted to organise a series of workshops in conjunction with the upcoming World of Coffee

               Dubai 2024. The exhibition will set an ideal platform for international industry experts to

               participate and share their insights and experiences to attain our objective of promoting

               sustainability within the coffee industry and it represents a comprehensive endeavour that
               begins in the coffee fields to ends in the coffee cup. During the process we must meticulously

               examine each step, commencing with environmentally conscious agricultural practices in

               coffee cultivation. The journey continues through the roasting process, where the intrinsic

               flavours of the coffee are preserved and extends to packaging methods in a way that maintains

               the quality while minimising their ecological footprint. The exhibition will focus on driving

               innovation in the coffee industry and developing a roadmap for a more sustainable future for

               this sector.”



               The sustainable coffee movement prioritises eco-friendly farming methods, including reduced

               pesticide and chemical fertiliser use, as well as growing coffee under tree canopies to mimic

               natural forest conditions. This approach enhances ecological balance, biodiversity, and coffee
               quality. Labels like 'Shade-Grown Coffee' (grown under tree cover) and 'Direct-Trade Coffee'

               (sourced directly from farmers) are used to promote such practices, ensuring fair payment for

               farmers and high-quality beans for roasters and consumers.



               World of Coffee Dubai 2024, a DXB Live initiative, focuses on enhancing collaboration among

               key stakeholders to address pressing challenges, foster a harmonious balance between profit,

               the environment, and societal well-being while ensuring a coffee supply for current and future

               generations and shaping a more sustainable coffee industry for future.

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