Dubai – Ali Alzakary
In an exclusive conversation with Qahwa World, Mr. Yanis Apostolopoulos, CEO of the Specialty Coffee Association, shared key insights on the growth and future of the “World of Coffee” exhibition, confirming that Dubai remains the sole destination for the show in the foreseeable future. He also spoke candidly about the transition following the end of the partnership with the Coffee Quality Institute (CQI) and the strong rollout of the Coffee Value Assessment (CVA) system.
Apostolopoulos highlighted that this year marks the fifth edition of the “World of Coffee,” which has grown tremendously. The number of exhibitors and attendees has surpassed any previous year, already 30% higher than before. He emphasized that the exhibition offers a unique opportunity for professionals to meet and conduct business. While it is fundamentally a trade show, it also fosters a sense of community and highlights the booming specialty coffee industry in the region.
“What we bring is a unique opportunity for people to come together and trade. At its core, this is a trade show, but it’s also about fostering a sense of community and showcasing how the specialty coffee industry is booming in the region. The Middle East has become one of the fastest-growing regions for specialty coffee in recent years, and you can feel that energy here at the show,” said Apostolopoulos.
Regarding the possibility of hosting editions in other Middle Eastern countries, Apostolopoulos confirmed that Dubai remains the ideal hub. He noted their ongoing partnership with DXB Live in Dubai, which will be renewed this year. Dubai provides excellent access from across the Middle East and the world, making it ideal for exhibitors and attendees. He added that while other countries may be considered in the future, this is not part of any immediate plans.
“At the moment, we have a partnership with DXB Live for Dubai, which we’re renewing this year. Dubai is a great hub with excellent access from across the Middle East and the world, making it ideal for exhibitors and attendees. Maybe in the future we’ll consider other countries, but not in the immediate plans,” said Apostolopoulos.
Apostolopoulos also discussed developments in the Coffee Value Assessment (CVA) system. He mentioned the transitional phase following the partnership with CQI and confirmed that many participants have already moved to the new program. There are now over 10,000 new fifth graders and significantly more instructors, particularly in producing countries such as Colombia, Brazil, Indonesia, and Vietnam, which he recently visited. He stressed that the system allows producers to communicate clearly and objectively about the intrinsic and extrinsic attributes of coffee, while the trade sector explores how best to use the CVA framework to capture the quality of every coffee in everyday transactions.
“There has been some transition after our partnership with CQI, but many people have already moved to the new program. We now have over 10,000 new fifth graders and significantly more instructors, especially in producing countries. We’re making targeted efforts to increase instructors in places like Colombia, Brazil, Indonesia, and Vietnam, where I was recently. Producers are seeing the value because you can communicate more clearly and objectively the attributes that are intrinsic and extrinsic to the coffee. The trade is figuring out the next steps of how to use the CVA paradigm and the new evaluation for quality and capturing the picture of every coffee in everyday trade,” said Apostolopoulos.
He affirmed that CVA benefits the industry as a whole, helping capture and share detailed data on coffee with producers and buyers, enabling clearer communication and maximizing coffee value.
“Absolutely. That’s the idea. CVA is part of the evolution of our understanding of coffee. We now care about more aspects of coffee than ever before, and CVA helps capture that information and share it with producers and buyers. This allows everyone to communicate more clearly and find ways to maximize the value of coffees,” said Apostolopoulos.
