World Of Coffee Dubai Brings Transformative Sustainability To Center Stage – CoffeeTalk

The coffee industry is undergoing a transformation, with responsible sourcing, sustainability, and fair trade becoming more than just buzzwords. At World of Coffee Dubai 2025, industry experts are tackling key issues such as fair value for farmers, sustainable sourcing, and environmental responsibility. The event underscores a new era for the coffee world, where responsible practices are not just encouraged but expected.

Khalid Al Mulla, CEO of the Specialty Coffee Association (SCA) UAE Chapter, added that sustainability and responsible sourcing are no longer optional in the coffee industry—they are essential. World of Coffee is a testament to the industry’s commitment to these values, bringing together innovators and experts who are shaping a more responsible future for coffee.

Mohammed Essa Al Ghurair, Vice Chairman of Essa Al-Ghurair Investment and Karam, an Emirati-owned and locally produced coffee brand, was critical of the fair trade route. He highlighted the need to ensure a balance between sustainability and commercial viability. Fahad Althubyani, Key Account Manager at the Saudi Coffee Company part of the PIF (Public Investment Fund), said that while they respect the concept of Fair Trade, their focus is on promoting the right practices and supporting local and international farmers.

Working alongside coffee farmers, Kamal Al Rohani, CEO of Black Knight, worked as closely with farmers as possible. Forward Focused, a company specializing in packaging solutions for the specialty coffee sector, is one company tackling these challenges. Reona Pinto, Business Development Manager, explained that sustainable packaging can significantly enhance the coffee experience while making a substantial positive impact on the environment. Julian Peride, COO from The Bag Broker, said that when it comes to convenience, there’s very little difference in the performance of sustainable packaging versus traditional packaging.

Aaron Marshall, the GM of CoffeeDesk, pointed out that the UAE has become a central hub for the Middle East, playing a pivotal role in shaping regional coffee trends. Countries like Saudi Arabia and the UAE are now producing their own coffee, which will help foster sustainability. Supporting and forming long-term partnerships with farms is central to this shift.

For global megabrands, ethical practices and transparency play a crucial role in shaping the future of the industry. Starbucks, for instance, has implemented its Coffee and Farmer Equity (C.A.F.E.) Practices program, ensuring that all coffee purchased scores above 80 points, qualifying it as specialty coffee.

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