The inaugural World of Coffee & Tea 2014, to be staged in Bangkok, Thailand, from 21 – 25 May 2014, is set to be Asia’s premier sourcing, trade and knowledge platform for coffee and tea professionals.
As one of the three specialized events of THAIFEX – World of Food Asia, it will feature a comprehensive spectrum of coffee and tea expertise, with an exhibition to showcase a wide-range of products, equipment and services from more than 100 suppliers around the world, and educational programs for knowledge-sharing.
Strong Support from Local & International Key Players
The inaugural edition of World of Coffee & Tea has already garnered strong support, both locally and internationally.
A line-up of key coffee industry players will be present, including Italasia, representing premium coffee brand “Illy”; Espressoman, displaying Sanremo coffee machines including the new Opera coffee machine; K2, a leading distributor of coffee machines and related equipment in Thailand; Boncafe (Thailand) with cutting-edge products such as the new Una Automatic, a coffee capsule system cremesso that delivers top quality coffee with the press of a single button.
Visitors can also expect strong local participation from Thailand and international exhibitors from China, Japan, Indonesia, India, Italy, Korea and Malaysia.
The World of Coffee & Tea will also spotlight current trends in the coffee industry, bringing to visitors the most up-to-date perspective locally and globally. According to Pavinee Khetphanasant, General Manager, Boncafe (Thailand) Ltd, the growth in the specialty drinks sector has escalated, in particular cold beverages.
The profile of coffee shop owners in Asia today are more educated and will customize drink choices in response to customers’ demand. In turn, they see the value in investing in better machines and products in their pursuit for a superior coffee.
Pavinee Khetphanasant says, “Over the world, 40% of the revenue of a Coffee Shop comes from cold drinks. We believe that in Southeast Asia, the figure is 60%. These in part have been driven by companies like Starbucks (Frappe) and McDonalds (Smoothies), but the consumer wants the products and smaller operators are able today to offer high quality beverages that are as good as the multi-nationals, at lower prices.”
In Search of the Best: The Roasters’ Choice Award
The Roasters’ Choice Award, which took place at THAIFEX – World of Food Asia in 2013, will return this year as one of the main highlights at the World of Coffee & Tea 2014. This is the second year the competition is organized in partnership with the Barista Association of Thailand.
Following its success last year, the judging panel in 2014 will once again be made up of a strong cast of international coffee experts.
They will judge up to 20 participants from South East Asia. Says Khun Meechai, President of the Barista Association of Thailand, “The Roasters’ Choice Award was created to raise the bar of standards in coffee growing and appreciation in this region. We made an impact last year, and hope to see increased participation this year.”
A Tasting Bar will feature the unique flavors of 40 different coffee beans at the Roasters’ Choice Award, offering visitors the opportunity to experience the coffee culture in Asia.
Commitment to Education
At the World of Coffee & Tea 2014, trainings, certification programs and education will play a pivotal role. The Specialty Coffee Association of Europe (SCAE) will introduce its well-established education program, providing a practical focus on all aspects of the specialty coffee sector, from roasting through to running a coffee shop.
Participants can enrol in the Roasting and Green Bean modules conducted by SCAE and receive certification recognized globally by governments and international organizations.
The Boncafe academy, run by professional trainers and coffee expert with more than 10 year experiences of baristaship and guaranteed by the Swiss Culinary Company in Switzerland will also feature its training programs. The list of topics includes: How to open a coffee shop, Coffee recipes, Frappe and Smoothie/Mocktail.
Says Michael Dreyer, Vice President, Asia Pacific, Koelnmesse, “Coffee and tea have always played an essential role in the world of food, drinks and hospitality. With the growth of THAIFEX – World of Food Asia, we felt that this is the best time to provide the industry with a business platform to meet, network and share information with one another, so that it can contribute to the further growth of this sector.”
