Coffee consumption in the UAE has increased by up to 85 per cent while the country also has the largest re-export market for Indian and Sri Lankan tea, according to recent studies, said the organisers of an upcoming coffee and tea convention in Dubai.

The 2011 Middle East Coffee & Tea Convention, the only dedicated event for the coffee and tea industry in the region, will be held at the Meydan Grandstand from November 3 to 5.

Organisers International Conferences and Exhibitions (IC&E) said that the conference 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.

The Middle East Coffee & Tea Convention is one of the key attractions of the World Discovery Fest, an exposition set in a coffee shop atmosphere, of exciting holiday destinations, short getaways and vacation options for consumers.

Thirty of the country’s top baristas will compete to win the title of UAE Barista Champion, with the winner going on to represent UAE at the World Barista Championship in 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 ME 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.

“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,” said Anselm Godinho, managing director, IC&E.

“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.”

The skill-building workshop will include two 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.

Also 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.

Trainees in the UAE will also have the 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 a qualification recognised anywhere in the coffee world. – TradeArabia News Service