As our second time returning to Singapore for the Tea & Coffee World Cup, we thought
we knew what to expect…but our expectations were exceeded with the success of the exhibition, special events and Singapore National Barista Championship.
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).
Overall, the exhibition and special
events left Singapore wanting more tea
and coffee influence. The Tea & Coffee
World Cup will head back to Vienna,
Austria in April of 2012, but then will
return to Singapore the following year.
See you there!