More than 90,000 visitors attended the recently concluded world’s largest coffee meet – the 2nd Middle East Coffee Conference, which took place in conjunction with the 6th International Coffee and Chocolate Exhibition, in Saudi Arabia.
The event featured talks from leading coffee experts, including Darrin Paul Daniel, executive director of Cup of Excellence and Alliance for Coffee Excellence as keynote speaker, on the future growth of the industry, sustainability challenges as well as innovations and trends in production, consumption and marketing coffee products and related businesses, said a statement from organisers.
The conference also featured The Middle East Coffee Awards, the only one of its kind to recognise excellence, success and innovation in the coffee industry in the region, where global giant Starbuck won the ‘Fastest growing international brand in the Middle East” and The Roasting House won “The Fastest growing local brand in KSA” award.
Seven Coffee received “The fastest growing KSA coffee start-up" trophy, it said.
During the exhibition, the Saudi Barista Championship was held and Ahmed Baha was announced as champion. He will represent the kingdom at the World Barista Championship.
The global gathering of coffee experts in Saudi Arabia bodes well for the kingdom, which continues to strengthen its position as the fastest growing coffee market in the Middle East, with a 9.6 per cent annual growth rate, it added.
“Because of the kingdom’s thriving coffee business, both the events were huge successes, and hosted more visitors than in previous editions,” said Suman Shenoy, communications director, Heights, organisers of the events, which will have smaller versions that will take place in Jeddah and Al Khobar in February and March, respectively. – TradeArabia News Service