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Tea & Coffee World Cup Asia. (Review).

The first Tea & Coffee World Cup Asia proved to be quite a success. From September 26-28, around 1500 coffee and tea industry leaders descended on the cosmopolitan city of Kuala Lumpur, Malaysia for the premiere tea and coffee event of 2002. There were many debuts at this show, the first time the Tea & Coffee family brought its successful Tea & Coffee World Cup brand of exhibition and conference to the world's largest market -- Asia and the first time special events were offered for educational and entertainment purposes.

The exhibition floor was teeming with international, as well as local, visitors. The Putra World Trade Centre was packed from when the doors opened first thing in the morning until the end of the day. There were exhibitors from North America, South America, Europe, Africa, Asia, Australia, and Central America. Of course, there was a heavy concentration of Asian companies and associations. Almost every facet of tea and coffee industries were represented on the trade show floor -- Exporters, Processors, Roasters, Tea Bag manufacturers, Sorting Equipment manufacturers, were just some of the members of these complex industries that were represented. A visitor could find old supporters of the industry like Probat, Routin 1883, Gebreuder Wollenhaupt, and the new kids on the block like HOTFA (Himalayan Orthodox Tea Producers Association) and PT Pacific Agritam Comoditi. Mohan Chirimar, managing director of Raghunath Exports, found the show to be very beneficial, "The choice of Kuala Lumpur as the venue was very appr opriate. We were very happy to have had a stall at this event. We had over 120 visitors at our stall and a number of useful inquiries."

The coffee and tea symposiums at World Cup Asia offered attendees in-depth discussions about these complex, sometimes complicated, industries. The speakers, like the exhibitors, represented a diverse selection of the tea and coffee worlds. They came from all over the globe and brought their expertise to Malaysia. Topics for both tea and coffee covered the industries from seed to cup. For coffee, Sunalini Menon, ceo of Coffeelab, spoke about the effects of post harvesting processing on the quality of coffee; Stephan Diedrich presented Coffee Roasting 101; and Sherri Johns completed the cyde with the importance of barisra training. For tea, Mahendra Dayanda, president of Colombo Tea Traders Association, presented the trends and difficulties of importing tea to Asia; HA Shah, chairman & managing director, Premier's Tea, detailed the value of packing and branding; and Hasitha De Alwis of the Sri Lankan Tea Board, gave tips on operating a successful tea shop. In addition, Pierre LaBlache, from Consultabroad, annou nced the formation of World Alliance of Gourmet Robustas and Alex Renton of Oxfam discussed the controversial campaign to help farmers and small-scale producers suffering from the low coffee prices.

For the first time in Tea & Coffee World Cup history, there were interactive special events to appeal to any participant curious about the tea and coffee industries. The Japan Tea Exporters Association hosted a traditional Japanese tea ceremony in which audience members drank green tea and ate Japanese sweets. Sri Lankan Tea Board hosted a live tea tasting for attendees to sample tea. For coffee enthusiasts, Sherri Johns gave a hands-on class about barista basics and espresso training. There was live coffee cupping presented by Sunalini Menon and Shirin Moayyad taught participants how to comparatively cup coffee. Moayyad said of interactive events, "The opportunity to learn new things through workshops, demonstrations and more open-format talks, makes for a far more interesting event." Last, but certainly nor least, was the inaugural Australiasian Barista Championship hosted by the Australasian Specialty Coffee Association. Baristas from all over southeast Asia competed in this three day competition. Barista experts judged the van us styles of grinding, frothing, tamping an serving that Asia's finest had to offer.

Our first show in Asia had the industry a buzz--and nor just the caffeinated kind. We e hoping that our show in Rome and our next show in Asia are just as exciting and beneficial!
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Title Annotation:coffee and tea industry trade show
Publication:Tea & Coffee Trade Journal
Geographic Code:9MALA
Date:Dec 20, 2002
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