The 2011 Middle East Coffee & Tea Convention, the only dedicated event for the Coffee and Tea industry in the Arab World, will be held at the Meydan Hotel, Dubai between 3rd – 5th November. The event is important for business owners, entrepreneurs and professionals within the HORECA sector as it offers an unprecedented networking opportunity and access to some of the leading national coffee and tea export associations, the world’s most respected coffee and tea professionals and a host of suppliers and services related to the industry.
30 of the country’s top baristas will compete to win the title of UAE Barista Champion, at an amazingly competitive event this year, with the winner going on to represent UAE at the World Barista Championship at Vienna in 2012.
The Conference offers a learning opportunity for entrepreneurs, franchise owners, coffee shop operators, retailers, roasters, importers and other business segments within the coffee and tea industry. The Middle East Coffee & Tea Convention will also host a series of Certified Skill-Building Workshops where The Specialty Coffee Association of America (SCAA) and World Coffee Events (WCE) will provide hands-on training through four industry fundamental courses taught by qualified industry leaders.
Anselm Godinho, Managing Director, International Conferences and Exhibitions (IC&E) organisers of the event, says: “Recent studies show that the coffee and tea trade is becoming an important revenue source for the national economy and this certainly is opening up new investment and business opportunities in the region. The convention in its entirety will provide information, knowledge and technical expertise that will aid in the robust growth of the distribution, retail and trade of coffee and tea.”
Sunalini Menon, Founder & Managing Director of Coffeelab Limited – India, and Rohantha Athukorala, Head of National Portfolio, Sri Lanka & Maldives United Nations Office, Colombo – Sri Lanka, will be two featured presenters at the conference among a larger panel. Sunalini Menon’s presentation entitled “From Small Beginnings” will trace the journey of the coffee bean and tea leaf from the past to the present and what needs to be done to ensure the sustainability and growth of the coffee and tea industry and businesses in the Arab region.
The title of Rohantha Athukorala’s presentation is: “Activating a communication strategy globally using the Ceylon tea experience as business model”, where he will present insights in developing cutting-edge marketing strategies, understanding how stakeholder participation can be orchestrated, learning the process of conducting an advertising pitch, and selecting and working with global PR agencies.
The Skill-Building Workshops program will include 2 courses on the art of preparing an espresso, ways to identify the features and faults of a prepared espresso, recognizing and employing international definitions of espresso, step-by-step espresso preparation instructions, understanding the basics of dosing, distribution and tamping, and identifying espresso equipment component parts. The courses will also include the preparation of milk and other cafe drinks according to World Barista Championship standards and how to independently manage a coffee work station.
Included is a course dedicated to “Milk & Latte Art”, where participants will learn how to relate to the basic concept of the makeup of milk and how milk is prepared for latte art, understanding the important supply and equipment considerations and pre-requisites necessary to pour latte art, and maintaining milk texture to enhance visual appearance of drink design. Participants will also learn the four basic pouring techniques of latte art design as well as other techniques to develop their own style.
The fourth course is about the “Essentials of Customer Service”, which will teach trainees how to identify simple yet effective ways of improving customer service, and show examples of habits that lead to a disappointing customer service. The course will also show how to formulate strategies to improve customer service interaction that builds customer loyalty and identifying staff strengths and defining roles within a working cafe environment.
For the first time ever, trainees in the UAE will have the unique opportunity to apply for the Barista Guild of America (BGA) certification examination conducted onsite at the Middle East Coffee & Tea Convention, which will provide them with an internationally recognised qualification.
More information can be found on the website of the href=”http://www.coffeeandteaconvention.com/”>Middle East Coffee & Tea Convention