DUBAI, United Arab Emirates (October 9, 2010) - Organisers of the Middle East Coffee & Tea Convention, the only dedicated trade event for the coffee and tea industry in the Arab World, have announced that this year's Convention will offer a series of Educational Tracks and Skill Building Workshops that will address issues pertinent to coffee and tea as a commodity, a business and a profession. The Convention will be held from October 12 to 14 at the Jumeirah The Meydan Hotel at The Meydan City.
Organised by the International Conferences & Exhibitions (IC & E) and the Specialty Coffee Association of America (SCAA), the 2010 Middle East Coffee & Tea Convention will also host the 2nd UAE Barista Championship, where 22 of the UAE’s finest baristas will vie for the 2nd UAE Barista Champion title. Hailed as the region’s most prestigious barista competition, the winner of the 2nd UAE Barista Championship will represent the UAE at the 2011 World Barista Championships in Bogota, Colombia.
Anselm Godinho, Managing Director, IC&E, said: "The Middle East Coffee & Tea Convention again promises to be a deeply enriching, informative and meaningful experience for all participants. Renowned industry professionals and leading technical experts will host and conduct different Educational Tracks and Skill-Building Workshops within the convention. For those who want to pursue a successful career or business enterprise in the coffee and tea industry, the Convention is certainly the definitive venue to expand their knowledge and boost their expertise in the tea and coffee business."
The Educational Tracks of the Convention will discuss topics that include current and future trends of the coffee and tea industry; coffee shop trends around the world, tea-inspired cuisine, branding principles for business and retail, issues related to opening and setting up a café, staff development, strategies to be successful at selling tea, and unique value propositions (UVP) for roasters.
All SCAA Skill Building Workshops, on the other hand, will offer certified courses from the Specialty Coffee Association of America (SCAA), the foremost authority in specialty coffee. Taught by SCAA Credentialed Lead Instructors, these Skill Building Workshops provide participants an opportunity to advance their careers, and connect with like-minded professionals in the industry. Skill Building Workshops topics include introduction to customer service, profile craft roasting, a two-part series on introduction to espresso and comparative cupping. Courses may also be applied towards numerous SCAA certification programs such as Roasters Guild and Barista Guild Certification.
The inaugural Middle East Coffee & Tea Convention in 2009 attracted more than 2,500 trade visitors from over 10 countries. Last year's Convention also crowned the UAE's first-ever Barista Champion, and first representative to the World Barista Championships competition held last June in London.
To learn more about the upcoming Convention, to book exhibit space, or to register as a delegate, visit www.coffeeandteaconvention.com.
