Middle Eastern Coffee Experts to Compete at the Inaugural UAE Barista Competition

Preliminary Round Kicks Off in Dubai, Nov. 10, with the Final Round on Nov.
12 at the Specialty Coffee & Tea Convention 2009

LONG BEACH, Calif. and DUBAI, United Arab Emirates (Sept. 9,
2009)---Professional baristas from the Middle East - all experts of the
espresso machine will compete in the first-ever National United Arab
Emirates (UAE) Barista Championship. The preliminary round takes place Nov.
10 - 11, and the highly anticipated final round, Nov. 12, declares a winner
at the Specialty Coffee & Tea Convention in Dubai, UAE. The winner will
represent the UAE at the World Barista Championship (WBC), June 2010, in
London, England.

Accredited by the World Barista Championship, the world's biggest and
premier coffee competition, the UAE Barista Championship is the first event
of its kind for the region. The competition encourages and recognizes
professional achievement in the art and skill of espresso beverage
preparation and service. The championship event is organized by
International Conferences & Exhibitions LLC, one of the Middle East's
pioneering and well respected convention management firms.

"It's thrilling to watch as the barista profession continues to gain
much-deserved recognition at all corners of the globe," said Ric Rhinehart,
executive director of the Specialty Coffee Association of America. "The UAE
Barista Championship will certainly elevate the role of the barista even
further, as these competitors share their expertise, knowledge and passion
for specialty coffee."

During the event, challengers will prepare and serve 12 coffee drinks---four
espressos, four cappuccinos and four original signature drinks of their own
creation---all within a 15-minute timeframe. Seven WBC-certified judges,
including four sensory judges, two technical judges and one head judge, will
evaluate each of the contenders. Judges will focus on station cleanliness,
taste, beverage presentation, technical skills and total impression.

The 2010 UAE Barista Champion receives the highest national honor for a
barista, a personalized tamp, and a multi-day trip from Dubai to the World
Barista Championship in London, June 2010.

The National UAE Barista Championship is one major highlight of the
Specialty Coffee & Tea Convention 2009, which will feature numerous global
companies, all showcasing the latest products, equipment and trends in the
specialty coffee and tea industry. The Specialty Coffee & Tea Convention
2009 takes place Nov. 10 - 12 in Dubai, and is expected to draw the largest
gathering of coffee and tea traders, consumers and professionals from the
Middle East and other international markets. The convention includes a
focused exhibition, a high-profile conference, targeted educational sessions
and workshops, and a wide range of opportunities for networking, business
sourcing and market intelligence.

Details about the Specialty Coffee & Tea Convention and a copy of the UAE
Barista Championship Application form can be found at www.coffeeandteaconvention.com.

To request a conference brochure or to submit a completed application for the
UAE Barista Championship, e-mail:info@icedxb.com


About the SCAA
The Specialty Coffee Association of America (SCAA) is the world's largest
coffee trade association dedicated to creating a vibrant specialty coffee
community. SCAA recognizes, develops and promotes specialty coffee by
setting and maintaining quality standards for the industry; conducting
research on coffee, equipment and perfection of craft; and providing
education, training, resources and business services for members.
Celebrating 26 years of success, the strength of SCAA is reflective of its
members, who represent more than 40 countries and every segment of the
specialty coffee industry, from coffee growers to coffee roasters and
retailers. Together, SCAA and its members ensure that the industry continues
to thrive. Visit www.scaa.org

About IC&E
As one of the longest-standing international exhibition houses in the
region, International Conferences and Exhibitions LLC (IC&E) has developed
over 25 years worth of insights into markets in the Middle East, Far East,
South Asia, Australia and Africa. IC&E is credited with developing several
industry benchmark shows in Dubai, and its team of experienced and dedicated
professionals understand that the success of an event depends on thorough
knowledge of its market and the ability to accurately forecast trends that
will govern demand. Visit www.icedxb.com

About the World Barista Championship
The World Barista Championship (WBC) is a non-profit organization jointly
owned by the Specialty Coffee Association of America and Specialty Coffee
Association of Europe. The first annual WBC competition took place in Monte
Carlo in October 2000, followed by competitions in Miami, Oslo, Boston,
Trieste, Seattle, Berne, Tokyo, Copenhagen and Atlanta. Visit www.worldbaristachampionship.com.