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Third wave coffee movement brews big business for Middle East marketThursday, September 14, 2017 > 09:33:52
Hotelier Middle East
The ‘third wave’ coffee movement is fuelling growth of the Middle East’s coffee industry, which is expected to climb to US $4.4 billion by 2021, according to Euromonitor International.
The new movement has seen a shift in consumer appreciation of coffee as an artisan, specialist and quality experience, rather than a commodity. As a beverage with multi-cultural appeal, coffee consumption in the region is growing twice as fast as the global average, putting pressure on the foodservice industry to stay relevant to its customers.
Providing a solution to meet the demands of this changing landscape, Dubai International Hospitality Week (DIHW) provides a platform for the full spectrum of coffee sourcing. Taking place from 18-20 September at the Dubai World Trade Centre, the three-day event encompasses six trade shows under one roof.
“Coffee has long been a beverage enjoyed cross-culturally, and a profitable item on the menu. However, a changing coffee culture has meant that the foodservice industry must be adaptable. Everything from the café dining experience and the trained baristas to the origins of the beans should be strongly considered to remain competitive in the market. Key trade shows held during Dubai International Hospitality Week have been designed to be at the forefront of changing consumer behaviour, providing an invaluable opportunity to connect with international suppliers, elevate coffee offerings and stay relevant to today’s customer,” said, DWTC senior vice president, exhibitions & events management Trixie LohMirmand.
Organic specialty coffee roaster Boon Coffee, provides coffee beans from Ethiopia. Boon Coffee founder Orit Mohammed said: “We are proud to be able to offer 100% pure, single-origin, Arabica coffee beans sourced directly from Ethiopia - the birthplace of coffee. That single cup of coffee is not just a source of caffeine, it is a story of hardworking farmers and all those who took part in its creation. At Boon Coffee, we have a story that resonates with consumers – a story of passion, heritage, and tradition passed down from generation to generation, which we look forward to telling at Speciality Food Festival.”
All shows are open between from 18-20 September 2017 and are for trade and business professionals only. General public and persons under the age of 21 will not be permitted entry. Free visitor registration is available now online at www.speciality.ae. Registration will also be available at the show upon proof of trade status. One pass provides free access to all six trade shows across Dubai International Hospitality Week.