This year we are back again at the World of Coffee Dubai. For some it’s an exhibition, for us it’s one of the highlights of the calendar. Dubai is a place where you feel the pulse of the entire coffee world at one moment – from technology and emerging trends to the people who are driving the entire industry.
Our goal was clear: not just to watch, but to actively present our approach to the product and to show how we at Goriffee perceive Specialty coffee.
Why did we decide to exhibit again?
Last year we came away from Dubai with a strong experience and positive feedback on our work. When you feel that your roasting style and philosophy resonates in the global market, you naturally want to raise the bar. We returned to Dubai with a clear setup: to reunite the community, strengthen our contacts and confirm our position on the international map.
Community and energy on the world stage
World of Coffee is not just about machines and beans. It’s all about community. It was inspiring to share the space with the familiar faces of the global barista scene – the people who are setting the direction the market is going. At the same time, we were delighted that Slovakia had a strong representation in Dubai. In addition to our stand, you could also meet our friends from Spojka and Kávoholik roasters, which only confirms that Slovak coffee has a name in the world.
The ongoing UAE Coffee Championship also added to the atmosphere. Seeing barista excellence in action is always a good reminder of where craft, technique and taste standards are moving.
Technology and a look ahead
Dubai showed exactly what you expect from such an event: state-of-the-art equipment and innovations that are yet to be launched on the market. For us, this is an important benchmark. We don’t watch the news just for the overview, but to be able to compare, discuss and be inspired in what we will be tackling in our roastery in the coming months.
We hit the black: Sold Out
In preparation for the exhibition, we have purposefully adapted the selection of coffees to the taste preferences of the local market. It was a strategic move that paid off. We were genuinely pleased with the visitors’ reactions and the result was clear: we returned home with empty suitcases. We sold out everything we brought with us.
Building relationships in the UAE region
In addition to immediate feedbacks and sales, it is crucial for us to build long-term partnerships. The most exciting moments often happen outside of the main hustle and bustle – in short, low-key discussions that have the potential to grow into real collaborations. Dubai has shown us once again that things can move forward very quickly in this region.
Summary
The second edition of World of Coffee Dubai confirmed one important thing for us: our roasting style and Specialty coffee work even in such a challenging and competitive market. We leave with new possibilities and confirmation that they like Slovak coffee in the city of skyscrapers.
See you next year.
