Dubai – Qahwa World
Dubai’s coffee and hospitality scene is embracing the açaí trend, and SAMBAZON is leading the charge. As pioneers of certified organic açaí, the brand is helping cafés, restaurants, and wellness-focused operators elevate their menus while staying committed to sustainability and Fair Trade principles.
On the sidelines of World of Coffee Dubai 2026, Mr. Valter Vale, Director of Marketing – International at SAMBAZON, shared his insights on the brand’s expansion in the Middle East and its vision for the coming years.
“Dubai’s coffee and hospitality community is highly sophisticated and values quality, provenance, and transparency,” Vale told Qahwa World. “Being certified organic and Fair Trade immediately resonates with operators who want to offer something premium and credible. Many partners see SAMBAZON not just as an ingredient, but as a brand that elevates their menu and aligns with the region’s growing focus on wellness and sustainability.”
SAMBAZON’s signature “palm of the tree to the palm of your hand” approach emphasizes long-term partnerships with thousands of small family farmers in the Amazon, ensuring full traceability while reinvesting in the communities that produce the fruit. Vale emphasized that growing demand in the Middle East will never compromise the company’s Fair Trade commitments.
The brand’s presence at World of Coffee Dubai 2026 has opened new conversations around franchising and licensing Açaí Bowl concepts in the region. “We are actively engaged in discussions around franchising SAMBAZON bowl shops in the Middle East,” Vale explained. “While we see long-term potential in non-traditional locations such as airports and universities, our focus is on building the brand thoughtfully and sustainably, anchored by high-quality, permanent stores.”
Beyond business growth, SAMBAZON continues to maintain a strong social mission. Its Fair Trade certification has funded schools, healthcare centers, and community initiatives in the Amazon. Vale noted that as the brand grows in the Middle East, similar local initiatives may be explored, particularly around community wellness and sustainability, with an emphasis on authenticity and collaboration.
Looking ahead, SAMBAZON aims to establish itself as the most trusted açaí and functional superfruit brand in the Middle East over the next five years. Vale outlined the vision: “We want to grow across retail and food service with the right partners, build strong brand equity, and become part of everyday wellness culture in the region, all while staying true to our mission of protecting the Amazon and supporting the communities that make our products possible.”
Founded in 2000, SAMBAZON®—an acronym for Sustainable Management of the Brazilian Amazon—was the first company to introduce certified açaí to the world. The brand supplies organic and Fair Trade-certified açaí products, including smoothie packs and ready-to-eat Açaí Bowls, pioneering transparency from “palm of the tree to the palm of your hand.” Its Fair Trade initiatives have positively impacted thousands of local growers, donating over $1 million to build or renovate schools, healthcare centers, and community facilities.
For more on SAMBAZON in the Middle East, visit sambazon.ae.
