The Middle East Coffee & Tea Convention, the only dedicated trade event for the coffee and tea industry in the Arab World, was inaugurated today (October 12) at the Meydan Hotel at The Meydan City.

This year's convention, which will run up to 14, will offer a series of educational tracks and skill building workshops and will also host the second UAE barista championship.

Organised by the International Conferences & Exhibitions (IC&E) and the Specialty Coffee Association of America (SCAA), the 2010 Middle East Coffee & Tea Convention has gathered hundreds of trade visitors and exhibitors from different countries, who will be taking part in various networking activities and discussions on issues pertinent to coffee and tea as a commodity, a business and a profession.

The barista championship will feature 22 of the UAE’s finest baristas who will vie for the right to represent the UAE at the 2011 World Barista Championships in Bogota, Colombia.

“The Middle East Coffee & Tea Convention is yet another example of the specialized exhibitions that the UAE aims to attract as it continues its leadership and excellence in various fields,” said Saeed H Al-Tayer, chairman of the board and CEO of Meydan City Corporation, who inaugurated the convention.

“This event is also the first specialized exhibition that The Meydan City is hosting as we prepare for many more major events in the coming period and build our position as a premier investment, tourism, sports and entertainment destination.”

“The fact that this Coffee & Tea Convention has been successful in attracting participants from all the major coffee and tea exporting countries reaffirms the long term growth potential of this industry. We look forward to extending our total support to this event during its future editions as well, as we aim to play a key role in promoting the coffee and tea manufacturing sector globally,” Al-Tayer concluded.

Anselm Godinho, managing director, IC&E, said: "The Middle East Coffee & Tea Convention has opened with much enthusiasm and optimism in light of exciting opportunities that have emerged in the region.”

“The event provides all the necessary tools to support major suppliers, entrepreneurs and professionals in the coffee and tea business to boost their prospects in the Middle East market. Participants will likewise benefit from in-depth discussions that will enable them to better understand the dynamics of the region's different market segments,” he added.

The educational tracks of the convention will discuss current and future trends of the coffee and tea industry along with other key topics, including 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.

The skill building workshops will offer certified courses from the SCAA, the foremost authority in specialty coffee, and will be taught by SCAA Credentialed Lead Instructors, providing participants an opportunity to advance their careers and connect with like-minded professionals in the industry. Topics include introduction to customer service, profile craft roasting, a two-part series on introduction to espresso and comparative cupping. – TradeArabia News Service