Held from March 21-23, 2011 at the Suntec Convention Centre in Singapore, the Tea & Coffee World Cup returned to the Asian continent. Bringing together not only the tea and coffee industries under one roof, but also all components of these industries: from machinery manufacturers, roasters and blenders, suppliers, importers/exporters and producers. This comprehensive gathering of some of the most influential companies and individuals in the field has been called, “the best way to conduct business in today’s growing world.” The expansion of the global industry requires international presence, and this is what Tea & Coffee World Cup Singapore accomplished.

With visitors and exhibitors from over 45 countries, the three days of Tea & Coffee World Cup were an international meeting for notable industry players. With over 87 exhibitors, our booths ranged from large corporations to companies looking to infiltrate overseas markets. The 2,921 visitors who attended the Tea & Coffee World Cup got to walk the exhibition floor and view new products, machinery, materials and services, all under one roof. Our exhibitors got to network with the visitors we attracted from all four corners of the globe.

We could not have attracted the quality of attendees without the amazing help of organizations and associations who supported and promoted our exhibition. We owe special thanks to the Singapore Coffee Association, the Specialty Coffee Association of Indonesia, the Indonesia Tea Association, the Vietnam Tea Association and the Australasian Coffee Association for helping make Tea & Coffee World Cup Singapore an amazing success.

These organizations and associations also played a large role in the widely successful special events schedule, taking place all three days of the exhibition. Our interactive workshops were widely popular. Taught by industry professionals, they helped our visitors obtain insight into focused topics such as Indonesian coffee blending and South African Rooibos varietals. With a hands-on approach, these events were much more than a speaker passing out worksheets. Attendees got to touch, smell and taste the coffee and teas, create and grade their own blends and learn from some of the most expert, informed specialists in their field.

Separate from the interactive workshops, Tea & Coffee World Cup Singapore was also the creator of the Hands-on Roasting Seminar. Participants got to roast two different types of beans, generously donated by Bero Coffee Singapore. The participants first sat for a presentation on the two types of beans, followed by a course in the craft of roasting, where they learned how to choose and perfect the right roast for your bean. After the presentation, the class was divided into two teams. Each team roasted one type of coffee bean on either a Probat or Buhler machine, then cupped the coffee they just carefully created. After cupping, the teams switched - roasting the second type of bean on the second machine and cupping once more.

The Hands-on Roasting Seminar seemed to be quite a highlight. The class varied from experienced roasters looking to gain information from the importers and machinery manufacturers themselves, to baristas and shop owners hoping to expand into craft roasting. We look forward to expanding both our workshops and roasting seminars at the Tea & Coffee World Cup Vienna.

As if there wasn’t enough excitement on the exhibition floor, the Singapore Coffee Association chose the Tea & Coffee World Cup Singapore as their venue for the Singapore National Barista Championship, where Singapore’s top baristas came together to showcase their talent and compete for the coveted title of National Champion and the opportunity to represent Singapore in the 12th Annual World Barista Championship (WBC) 2011 to be held this year in Colombia, Bogota.

This event aims to raise the profile of a barista, also known as an expert in espresso beverage preparation, to that of a professional. SCA’s President, Victor Mah said, “The mission of the SCA is to continuously develop the coffee culture here in Singapore. With the SNBC, we want to bring together a group of professionals who are highly committed to quality and service while showcasing their talent and representing Singapore at an international level.”

Latte Art is fast becoming popular among the coffee industry in Singapore and for the first time, Greenfield’s Latte Art Challenge was held during the SNBC and Tea & Coffee World Cup to allow for more baristas to showcase their craft. Each contestant prepared four espresso, four cappuccinos and four original espresso-based signature beverages in a 15-minute performance set to the music of their choice.

The winners of the Singapore National Barista Championship were: 1st place: Ryan Tan (Papa Palheta); 2nd place: Keith Loh (Oriole); and 3rd place: Suhaimie Sukiman (CuppaChoice).