World of Coffee Dubai: Second year on the world stage

This year we returned to World of Coffee Dubai again. For some it is an exhibition, for us one of the most important points in the calendar. Dubai is a place where you can feel the pulse of the entire coffee world in one moment – from technologies and emerging trends to the people who move the whole industry.

Our goal was clear: not to just go look, but to actively present our approach to the product and show how we perceive specialty coffee at Goriffee.

Why did we decide to exhibit again?

Last year we took away a strong experience and positive feedback on our work from Dubai. When you feel that your roasting style and philosophy resonate on the global market, you naturally want to raise the bar higher. We returned to Dubai with a clear mindset: to meet the community again, strengthen contacts, and confirm our position on the international map.

Community and energy of the world scene

World of Coffee is not just about machines and beans. It is mainly about the community. It was inspiring to share space with familiar faces of the world barista scene – people who set the direction in which the market is developing. At the same time, we were pleased that Slovakia had strong representation in Dubai. In addition to our stand, you could also meet friends from the Spojka and Kávoholik roasteries, which only confirms that Slovak coffee has a name in the world.

The atmosphere was also completed by the ongoing UAE Coffee Championships. Seeing top baristas right in action is always a good reminder of where the craft, technique, and taste standard are moving.

Technologies and looking ahead

Dubai showed exactly what you expect from such an event: the most modern equipment and innovations that are just getting ready for the market. For us, it is an important benchmark. We don't follow the news just for an overview, but to be able to compare, discuss, and get inspired by what we will be dealing with in our roastery in the coming months.

We hit the bullseye: Sold out

When preparing for the exhibition, we purposefully adapted the selection of coffees to the taste preferences of the local market. It was a strategic move that paid off. The reactions of the visitors genuinely pleased us and the result was clear: we returned home with empty suitcases. We completely sold out everything we brought with us.

Building relationships in the UAE region

In addition to immediate feedback and sales, building long-term partnerships is key for us. The most interesting moments often happen away from the main hustle and bustle – during short, inconspicuous debates that have the potential to grow into real cooperation. Dubai confirmed to us once again that things can move forward very quickly in this region.

Summary

The second year of World of Coffee Dubai confirmed one important thing to us: our roasting style and specialty coffee work even in such a demanding and competitive market. We are leaving with new possibilities and confirmation that they like Slovak coffee in the city of skyscrapers.

See you in a year.