Page 249 - MOE ENGLISH PR REPORT - JANUARY 2024

1/26/24, 2:20 PM Abdulla Bin Touq Al Marri inaugurates World of Coffee 2024 - deleciousfood
The 2024 edition of World of Coffee aims to highlight the key role of sustainability in the coffee
industry and find solutions that strengthen the industry, emphasizing the need to adopt responsible
practices to ensure continued supply of coffee. The Expo not only highlights the substantial growth
and development of the regional coffee market, but also caters to the growing demand for various
coffee products, especially specialty coffee. Through a series of lectures and workshops, the Expo
highlights the sustainable coffee movement, characterized by the adoption of environmentally
friendly agricultural practices in coffee cultivation. These practices include reducing reliance on
pesticides and chemicals, as well as growing coffee plants under a canopy of trees to mimic the
natural forest environment. Therefore, the movement aims to strengthen ecological balance,
preserve biodiversity and improve the overall quality of coffee.

On the inaugural day, a wide range of events and activities were organized, including 2 sessions
dedicated to Yemeni coffee by Fatima Khabeer and Mervat Haider, and another session focusing on
significant approaches to Cold Brew and showcasing the ideas of Julia Leach.

Shouq BinRedha, Exhibition Director of World of Coffee Dubai 2024, said: “The 2024 edition of the
Expo is expected to build on the successes of its previous editions. It introduces new privileges and
programs, including workshops and conferences, to improve the overall experience. The event
features various global events such as the Coffee Design Awards and the Best New Product
Awards, aiming to recognize innovation and excellence in the coffee industry while fostering
collaboration and partnerships between exhibitors, visitors and the main companies. Serving as an
essential platform, the event facilitates the unveiling of new products, exchange of expertise and
knowledge, and networking with coffee industry experts and innovators. This year’s Expo features
the Roosters Village, Cupping Room and Brew Bar pavilions, offering diverse experiences for
visitors. Additionally, a series of interactive sessions and workshops focus on the most efficient
approaches to resource use and sustainable practices in the coffee industry.

Khalid Al Mulla, Chief Executive Officer of the Specialty Coffee Association -UAE Chapter, said: “We
are excited about the 3rd edition of World of Coffee 2024 in Dubai, recognizing the growing
importance of this event as a destination of choice for coffee lovers and local and international
companies involved in coffee production. The exhibition provides a unique opportunity to gain insight
into the diverse cultures and artistic approaches to coffee preparation, keep up to date with the latest
industry trends, and participate in discussions on promoting sustainability in the coffee sector.
Hosted in the UAE, World of Coffee plays a pivotal role in strengthening ties of cooperation and
communication between international brands and their regional partners in the growing coffee
industry. The remarkable participation in this event, coupled with the associated activities, highlights
the growing popularity of specialty coffee both domestically and in the region. This further highlights
Dubai’s important role as a hub of creativity and innovation in the coffee industry.
Aleeshia Bailey, President of JAMROCK GREEN CORPS, said: “We are delighted to participate in
the World of Coffee Dubai for the first time, recognizing the global importance of this event focused
on the coffee industry. The exhibition provides us with a unique opportunity to showcase our
products both locally and globally, connecting with coffee lovers, professionals and experts.
Throughout the Expo, our main objective is to highlight our commitment to ensuring the excellence
of our coffee products through a range of practices. These practices include the use of organic
fertilizers, growing coffee beans at altitudes ranging from 3,500 to 5,000 feet, growing coffee beans
in volcanic soil, and breeding distinct varieties such as Arabica, Typica and the Geisha. Our coffee
varieties have received certification from the Jamaica Agricultural Commodities Regulatory. »

The constant expansion of the coffee industry in the region
Coffee World 2024 aligns with the continued expansion of the coffee industry in the region. Market
studies and analyzes predict continued growth of the coffee market in the coming years. According

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