The ‘third wave’ coffee movement is fuelling growth of the Middle East’s coffee industry, which is expected to climb to $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) is the ultimate platform for the full spectrum of coffee sourcing, said a statement.

Taking place from September 18 to 20 at the Dubai World Trade Centre, the three-day event encompasses six trade shows under one roof, to source the very best coffee supplies, from high-tech coffee machines to specialist beans from across the world.

Trixie LohMirmand, senior vice president, exhibitions and events management (DWTC), said: “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,” she said.

“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,” she added.

One such show is the original speciality food event for the Middle East and North Africa (Mena) region, Speciality Food Festival - a dedicated event for sourcing specialist food from around the globe, including regional and international coffee brands procured by HORECA businesses and food retailers across the board.

Exhibitors at Speciality Food Festival showcasing the world’s best speciality coffee include Boon Coffee, Caffe Di Artisan, Easternmen & Co., Karam Foods Industries and Lavazza.

Organic specialty coffee roaster Boon Coffee, provides the finest, freshest and most skilfully roasted coffee beans from Ethiopia. Orit Mohammed, founder of Boon Coffee said: “We are proud to be able to offer 100 per cent 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,” he said.

Speciality Food Festival will host a dedicated area for coffee masterclasses, held by Lavazza at the ‘Lavazza Bar’. This will include “Lavazza experts” from Italy who will give master classes, guided food pairings and coffee tasting experiences. T

he inaugural National Barista & Latte Art Championship will also be held this year to find the UAE’s top baristas. Certified by World Coffee Events (WCE) and organised by the Specialty Coffee Association UAE Chapter (SCA/UAE), the National Barista & Latte Art Championship will see the UAE’s best baristas prepare coffee in a rigorous and demanding competition format that puts their knowledge and coffee expertise on full display.

Dubai International Hospitality Show also incorporates GulfHost 2017, the first dedicated hospitality equipment and foodservice expo in the Middle East. Highlighting the latest, most efficient and innovative equipment to master the art of coffee, exhibitors include Bella Coffee, Bravilor Bonamat, Cimbali, La Marquise International, Lelit Espresso, Quality Espresso and Schaerer.

La Marquise International offers one of the largest ranges of world leading professional equipment across the GCC. It provides the latest equipment and solutions to perfect the skill of coffee making.

Olga Cassidy, marketing manager at La Marquise International, said: “In a world of constant innovation, it has never been more important to stay ahead using the latest technologies. Our range of coffee machines provides a new experience to help cafes engage more with their customers, from our latte art printer to our touch screen coffee machines.”

GulfHost 2017 and Speciality Food Festival are co-located with four other shows; yummex Middle East (jointly organised by DWTC and Kölnmesse) Seafex Middle East (organised by DWTC) and The Hotel Show and The Leisure Show (which are owned and organised by dmg events), it stated. – TradeArabia News Service