São Paulo – The first edition of the World of Coffee trade show that took place in Dubai, United Arab Emirates, led to USD 2.63 million in deals for Brazilians. The event featured nineteen Brazilian specialty coffee enterprises taken by the Brazilian Specialty Coffee Association (BSCA).
The trade show was held by the Specialty Coffee Association (SCA) from January 12 through 14. In addition to deals signed, BSCA estimates that other deals will yield USD 20.72 million over the following 12 months.
The mission led to 660 business contacts with potential buyers from across the Middle East and Europe at the event, with 561 new ones. The Brazilian area was also visited by Dubai ruler and UAE prime minister Mohammed bin Rashid Al Maktoum.
In addition to its own booth, the country promoted specialty coffees with cupping sessions and B2Bs. BSCA director Vanusia Nogueira said the participation of families and friends at the event showed a promising scenario for the evolution of consumption. “This is the future of consumption, and we have a very interesting indication in the UAE,” she said.
The action is part of the industry project “Brazil. The Coffee Nation,” carried out by BSCA in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). The project aims at promoting the Brazilian product overseas. The UAE and Saudi Arabia are now the target markets for the specialty raw coffees, and in the UAE the actions cover other products of the roasting and grinding industry.
Translated by Guilherme Miranda
