Post Show Report

2014
Meydan Gallery & Convention Centre

1214 November 2014

ICTF 2014, the only specialized coffee and tea event of its kind in the region, kicked off
on 12th November 2014 and ended on a high note on 14th November at Meydan Gallery
& Convention Centre. The 3 days filled with activities and championships included the
UAE Barista, Latte Art, and the first Cezve/Ibrik Championship.

Visitors
10% over
last year

www.coffeeteafest.com

Floor
Area

36%
over last
year

More than 7, 100 visitors walked through the doors of ICTF 2014 and sampled the finest
coffee and tea the world has to offer. The audience were exposed to new equipment
and products that will shape the growth of specialty cafes in the region. The hive of
activity at the event ensured that visitors never faced a dull moment with endless
opportunities for engagement with industry professionals and businesses.

Post Show Report

2014
CONTENTS
EVENT OVERVIEW
A NOTE FROM THE ORGANISERS
THE TRADE SHOW
THE ESPRESSO & BREW BAR
EXHIBITOR TESTIMONIALS
PROFESSIONAL DEVELOPMENT
THE COFFEE CHAMPIONSHIPS
THE WORLD CHAMPION BARISTAS
VISITOR STATISTICS
MARKETING ACTIVITY
SOCIAL MEDIA CAMPAIGN
PRESS/MEDIA COVERAGE
SEE YOU AGAIN IN NOVEMBER 2015

A NOTE FROM THE ORGANISERS

1
2
3

3
4
5
6
7
8
9
10

We would like to thank all our Exhibitors, Sponsors, Media Partners,

Competitors, Judges and the World Champion Baristas for being part of, and
helping to create another successful International Coffee and Tea Festival this
year. ICTF 2014, which ran its 6th edition, not only welcomed back the regular
industry experts, but also showed a 40% increase in participation.
With the excellent feedback received from both the exhibitors and visitors, we are
extremely pleased to have been involved with the organization of such a niche yet
energetic event that has been instrumental in linking coffee and tea related
companies from around the world with buyers from across the Arab world and
beyond.
Something about Coffee & Tea triggers a passion in each of us and this passion
was evident from the buzz at ICTF 2014. We are intent on keeping the
momentum going for a bigger ant better show in November 2015 and to add value
to the Specialty Coffee and Tea industry in the region.
We hope to see you all again at the next edition of the International Coffee and
Tea Festival to be held from 11th to 13th November 2015. We have no doubt that
we will showcase UAE as the regions key player in the coffee and tea industry .

11-13
14

Anselm Godinho
Managing Director

Post Show Report

2014

THE TRADE FLOOR

The show bustled with international and local companies, many of who unveiled their latest
equipment and products, which included coffee roasting equipment, espresso machines, mixers,
grinders, brewers, specialty coffees and teas and other caf related products. Trade visitors on the
other hand, had the opportunity to meet with international and regional coffee and tea vendors
and equipment manufacturers, sample new brews and establish business contacts with suppliers,
surpassing the numbers represented at the previous editions of ICTF by almost 40%.
Buyers commended the quality of the specialised event which showcased exhibitors from around
the world.

THE ESPRESSO & BREW BAR

Managed and manned by industry experts from UAE and
abroad, this sector allowed for coffee lovers to sample
some of the finest coffee blends in their purest form. The
Brew Bar was one of the busiest platforms of the show,
where visitors were not only able to taste and query, but
also watch the professionals in action. Also showcased
at the Brew Bar, were some of the World Barista
Champions, pouring out their best brew to visitors
queuing up to taste true specialty coffee, which is
amongst the finest in the world!

Post Show Report

2014

EXHIBITOR TESTIMONIALS

Olga Mirtova, Marketing Manager,

La Marquise - UAE said, ICTF
continues to maintain its status as a
serious event in the industry through
the level of its exhibitors and
organizational quality. All the
coffee championships were
entertaining which provided a new
dimension to the visitors as they had
tremendous fun. Another positive
aspect of the event was that it gave
us the opportunity to enhance and
broaden our business and brand
exposure.

Umar Mohammed Mujad, Sales Executive,

Shura Trading & Hotel Supplies said, ICTF
2014 was good for us in terms of helping us
meet new business contacts and more
suppliers. The festival gave us a great platform
to showcase our IllyCrema ice coffee which
has successfully drawn a lot of the crowd in all
the previous editions of the show and was
equally a hit during this one. The organizers of
the show were also very friendly and the
communication with them was very accessible
and smooth.

Steph Goldie, Brand Manager, DaVinci

Gourmet said, Being a relatively new
company, our participation at the exhibition
has been very satisfying. We were able to
enhance our brand presence in the GCC by
reaching out to a regional and global
audience, and developing key contacts. We
are happy to say that we achieved our goals
and were able to meet people from all around
the world.

Maysa F Reshteen, Business Development Manager, Al Ameed

Coffee Kuwait said, Participating for the first time in ICTF, we at
Al Ameed Coffee were more than thrilled with our experience. Not
only did sponsoring the first ever Ibrik Championship give us the
opportunity to gain our brand presence in the UAE market, where
visitors were keen to learn about traditional coffee roasting, blending
and methods of preparation. We are ever so grateful to the organisers,
who gave us the platform to represent the whole fraternity of
traditional especially turkish coffee, which contributed majorly to the
Ibrik Championship. We look forward to being part of the event in
the coming years.

Brian Laliberte, Chief Operating Officer,

Green Beans Coffee - USA, said, Our
participation at ICTF 2014 was beneficial for
us in many ways. With the right people
attending the show, it provided us with the
right brand exposure and new franchise
opportunities with a good chance of getting
established in the region. The amount of
visitors who attended this year exceeded our
expectations. We look forward to
participating again next year.

Post Show Report

2014

PROFESSIONAL DEVELOPMENT

SCAA COFFEE TRAINING SESSIONS

ICTF annually hosts the regions only SCAA-certified coffee training, intended to
share a wealth of knowledge, experience and researched techniques with
participating professionals and novices, so that they can expertly prepare and
serve the best coffee to their customers and guests.
These prestigious internationally accredited training programmes were conducted
at ICTF and administered by international SCAA certified instructors who
delivered the training over a 3 day period.
The training sessions included tiered grades of Coffee Preparation, Coffee
Grading and Coffee Roasting, and attracted everyone, from international and local
industry seasoned professionals to beginners.
On satisfactory completion of the courses, attendees received a formal
qualification & certification with worldwide acceptance. The SCAA Training
Workshops deliver quality not just to professionals who work with coffee but also
to entrepreneurs who are keen to be involved either actively or passively with the
business of coffee

9.00am - 12.00pm
GE103
Introduction to Cupping
3.00pm - 6.00pm
RP110 Understanding
Roasting Equipment

9.00am - 12.00pm
CP151
Introduction to Brewing &
Extraction
1.00pm - 4.00pm
CP152
Introduction to Brewing &
Extraction
Part 2

9.00am - 12.00pm
CP103
Customer Service Essentials

12.30pm - 3.30pm
RP223
Sample Roasting
4.00pm - 5.00pm
BW1
Written Exam
BGA Exam Level 1
5.00pm - 6.00pm
BP1
Practical
BGA Exam Level 1

9.00am - 12.00pm
RP112
Introduction to Roasting
Concepts
1.00pm - 4.00pm
RP218
Heat Transfer in
Roasting

Post Show Report 2014

The Championships

WINNERS WERE CHOSEN BY A TEAM OF 7 CERTIFIED GUEST JUDGES, BOTH REGIONAL AND FROM AROUND THE WORLD,
WHO DELIBERATED ON THE TASTE, CLEANLINESS, TECHNICAL SKILL AND OVERALL EFFICIENCY AND PRESENTATION OF THE BEVERAGES.

Congratulations to Dmitriy Griekhov

from Caf Rider.
He will now represent UAE at the
2015 World Barista Championship in Seattle - USA, competing
against 54 countries.
The UAE Barista Championship
highlighted the skills and knowledge
of the countrys finest baristas, with
15 competitors from the UAE
competing for the coveted title over a
4 day period.

Congratulations to Frederick Bejo

He will now represent UAE at the
2015 World Latte Art Championship in Gothenburg, Sweden
Over a 4 day period, 6 Artistic Baristas from
across the UAE knocked their creative minds
where they battled out their ingenuity at the
3rd National UAE Latte Art Championship at
ICTF 2014.
In this competition the baristas presented 2
identical samples of art in a cup for 3
different beverages; a latte, a macchiato and a
signature beverage.

Each barista prepared 4 espressos, 4

cappuccinos, and 4 original espressobased signature beverages in a 15minute performance set to the music
of their choice.
Dmitriy Griekhov
UAE Barista Champion
2014

As they readied their coffee

beverages, contestants engaged the
audience, explaining their procedures
and selections, while expertly
working on the espresso machine.

Frederick Bejo
UAE Latte Art
Champion 2014

Congratulations to Karthikeyan Rajendran

He will now represent UAE at the
2015 World Cezve/Ibrik Championship in Greece
The National Cezve/Ibrik Championship debuted at
ICTF 2014. The competition celebrates coffee that
has its roots in this region.
Karthikevan Rajendran
UAE Cezve/Ibrik
Champion 2014

Ibrik is is an integral part of the hospitality culture

in the Middle East, Turkey and parts of Greece
Middle East.

Post Show Report

2014

WORLD CHAMPION BARISTAS ALL STARS

For three consecutive days, four world renowned baristas, brewers & a latte
artist showcased their world-class skills to an audience of over 7100 visitors.

ICTF 2014 brought four of the world's best baristas, brewers and a latte artist
to the UAE to participate in the trade show's first ever World Coffee Events
feature All Stars.
During the show, Champions Hidenori Izaki World Barista Champion 2014,
Stefanos Domatiotis World Brewers Cup Champion 2014, Gwilym Davies
World Barista Champion 2009, Christos Loukakis WBC Finalist 2014 and
World Latte Art Champion 2011, showed off their skills in various
entertaining head-to-head challenges, joined insightful coffee talk show
interviews, interacted with the visitors and engaged with the audience for
autographs and photo opportunities.

Post Show Report

2014

MARKETING ACTIVITY SUMMARY

ICTF 2014 welcomed 7, 100 Visitors - almost 10% more than last years show.

Business Categories

44% of the visitors represented Authorised Buyers and 21%

represented Cafes & Restaurants

62% Coffee

1400

Over 7100 Visitors

1200
1000

AUDIENCE INTEREST

800
600

2%

400

Green Bean Suppliers

6%

Tea Suppliers
Roasters

Other

Retail

Distributor

Grocery/Convenient Store

Hotel

Manufacturer/Supplier

Roaster

Franchise Operator

Importer/Exporter

University/College/Hospital

Bakery

Catering Services

Independent Caf

Restaurant

200
18%

28%

Caf Designers/Consultants
Caf/Restaurant Furniture Suppliers

Caf Equipment Suppliers

Caf Art Suppliers
Smallwares & Caf Accessories Suppliers
Caf Food Suppliers
Financial Advisors

11%

62% of the visitors were interested

in coffee products and services
38% were interested in tea products
and services
First Timers

Repeat Visitors

54% were interested in caf

equipment, furniture and supplies

14%

4%
2%
3%

12%

38% Tea

Post Show Report

2014

MARKETING ACTIVITY SUMMARY

MEDIA

Our dedicated Marketing Team put

together an intensive Visitor
Promotion Campaign to reach out to
an audience of trade buyers from
across the region

DIGITAL & EMAIL MARKETING

Internal Databases
Exhibitor Databases
Media Partner Databases
Paid Online Advertising

Personalized invitations were

people from the organisers database

to 27,000

35,000+
800,000+
1,200,000+

51,000+

Social Media (Impressions)

230,000+

Search Engine Optimisation

270,000+

(Impressions)
Over 1,200,000 people were targeted through
ICTFs media partner databases

DIRECT MAIL
Main Direct Mail
Exhibitor Invitations

Over 3,000 p2p

call reminders were made
made 10 days before the show

14,000+
13,000+

ADVERTISING
Industry Print Media Impressions
Radio Spots

100+
130+

TELEMARKETING

Over 52,000 people were reminded to attend the

show via a
campaign.

Calls Made

Data Building Hours

300,000
reminders messages were sent over
a 3 week period

3,000+
650+

MOBILE MARKETING
SMS & Whatsapp
350,000+

Post Show Report

2014

SOCIAL MEDIA CONTRACTED CAMPAIGN

Post Show Report

2014
MEDIA REPORTS AND COVERAGE

English & Arabic Online Coverage during the show:

http://www.live-pr.com/en/international-coffee-tea-festival-r1050504056.htm
http://www.zawya.com/story/International_Coffee__Tea_Festival_2014_opens_to_strong_visitor_response-ZAWYA20141112081857/
http://pressreleaseping.com/international-coffee-tea-festival-2014-opens-strong-visitor-response
http://www.worldconnector.net/listing.aspx?memberDetails=48&NewsId=34978
http://arabwideweb.com/english/Latest_News.asp?id=8568
http://www.pressreleasepoint.com/international-coffee-tea-festival-2014-opens-strong-visitor-response
http://www.prlog.org/12394069-international-coffee-tea-festival-2014-opens-to-strong-visitor-response.html
http://www.alsafeernews.com/en/articles/13950.html
http://www.palfx.info/EN/portal/regional/uae/international-coffee-tea-festival-2014-opens-strong-visitor-response/
http://www.release-news.com/business/international-coffee-tea-festival-2014-opens-to-strong-visitor-response
http://www.godubai.com/citylife/press_release_page.asp?PR=93590
http://ameinfo.com/blog/finance-and-economy/international-coffee-tea-festival-kicks-tomorrow-exciting-new-world-barista-championship-stars-segment/
http://pressreleaseping.com/international-coffee-tea-festival-kicks-tomorrow-exciting-new-%E2%80%98world-barista-championship-allstars%E2%80%99
http://www.worldconnector.net/listing.aspx?memberDetails=48&NewsId=34955
http://arabwideweb.com/english/Latest_News.asp?id=8560
http://www.emiratesweek.com/2014/11/66339
http://www.pressbox.co.uk/Business/International_Coffee_Tea_Festival_kicks_off_tomorrow_with_exciting_new_WORLD_BARISTA_CHAMPIONS
HIP_1537422.html
http://www.pressreleasepoint.com/international-coffee-tea-festival-kicks-tomorrow-exciting-new-world-barista-championship-all-stars-s
http://www.pressreleasenow.com/international-coffee-tea-festival-kicks-tomorrow-exciting-world-barista-championship-stars-segment/642178/
http://7daysindubai.com/things-uae-today-emirati-culture-coffee-festival-khan-murjan-souk/
http://www.alsafeernews.com/en/articles/13789.html
http://www.godubai.com/citylife/press_release_page.asp?PR=93557
http://newssuperfast.com/2014/11/12/international-coffee-tea-festival-kicks-off-tomorrow-with-exciting-new-world-barista-championship-all-starssegment/
http://www.release-news.com/business/international-coffee-tea-festival-kicks-off-tomorrow-with-exciting-new-world-barista-championship-all-starssegment
http://www.zawya.com/story/International_Coffee__Tea_Festival_2014_opens_to_strong_visitor_response-ZAWYA20141112081857/
http://www.dubaiprnetwork.com/pr.asp?pr=93557
http://thefashionwithstyle.com/events/la-marquise-announces-participation-at-the-international-coffee-tea-festival-2014/
http://www.live-pr.com/en/la-marquise-announces-participation-at-r1050501579.htm
http://pressreleaseping.com/la-marquise-announces-participation-international-coffee-tea-festival-2014
http://www.worldconnector.net/listing.aspx?memberDetails=48&NewsId=34937
http://arabwideweb.com/english/Latest_News.asp?id=8553
http://www.emiratesweek.com/2014/11/66256
http://newssuperfast.com/2014/11/10/la-marquise-announces-participation-at-the-international-coffee-tea-festival-2014/
http://www.pressreleasenow.com/la-marquise-announces-participation-international-coffee-tea-festival-2014/642086/
http://www.prlog.org/12393063-la-marquise-announces-participation-at-the-international-coffee-tea-festival-2014.html
http://www.pressbox.co.uk/Business/La_Marquise_Announces_Participation_at_the_International_Coffee_Tea_Festival_2014_1537144.html
http://www.alsafeernews.com/en/articles/13785.html
http://www.release-news.com/business/la-marquise-announces-participation-at-the-international-coffee-tea-festival-2014
http://www.zawya.com/story/La_Marquise_Announces_Participation_at_the_International_Coffee__Tea_Festival_2014-ZAWYA20141110144043/
http://ameinfo.com/blog/finance-and-economy/la-marquise-announces-participation-international-coffee-tea-festival-2014/
http://mideaster.com/news/La+Marquise+announces+participation+at+the+International+Coffee+%26+Tea+Festival+2014
http://web-release.info/2014/11/11/international-coffee-tea-festival-kicks-off-tomorrow-with-exciting-new-world-barista-championship-all-stars-segment/

http://www.arabwideweb.com/arabic/Latest_News.asp?id=8411
http://www.albayan.ae/economy/local-market/2014-11-13-1.2242866
http://www.albayan.ae/economy/last-deal/2014-11-12-1.2242203
http://www.alwatanvoice.com/arabic/news/2014/11/12/617585.html
http://www.alsafeernews.com/ar/articles/13951.html
http://alroeya.ae/2014/11/13/196148/%D9%86%D9%85%D9%80%D
9%88%D8%A7%D9%84%D8%B6%D9%8A%D8%A7%D9%81%D8%A9
-%D9%8A%D8%B1%D9%81%D8%B9%D8%A7%D8%B3%D8%AA%D9%87%D9%84%D8%A7%D9%83
-%D8%A7%D9%84%D9%82%D9%87%D9%88%D8%A9%D9%88%D8%A7/
http://www.kuwaitnews.me/EconomicNews_Detail.asp?id=621
http://www.yamamanews.net/EconomicNews_Detail.asp?id=620
http://www.dohatoday.net/EconomicNews_Detail.asp?id=639
http://www.palfx.info/AR/portal/regional/tourism-entertainmentshopping/98664.html
http://www.adwaamagazine.net/details.php?ID=135701
http://www.alsafeernews.com/ar/articles/13788.html
http://www.arabwideweb.com/arabic/Latest_News.asp?id=8406
http://egypt1015.rssing.com/chan-25880331/all_p65.html
http://egypt1015.rssing.com/chan-25880331/all_p65.html

Post Show Report

2014
PRESS CLIPS

Post Show Report

2014

MORE PRESS CLIPS

END OF THIS REPORT

BUT SO MUCH MORE TO COME ..

THANKS TO ALL OUR SPONSORS, MEDIA PARTNERS, EDUCATION TRAINERS, JUDGES AND ALL THE CHAMPIONSHIP COMPETITORS

SEE YOU AGAIN AT THE

INTERNATIONAL COFFEE & TEA FESTIVAL
11 13 NOVEMBER 2015, DUBAI UAE
WWW.COFFEETEAFEST.COM