At World of Coffee Dubai 2025, held from 10 to 12 February, experts addressed key issues such as fair value for farmers, sustainable sourcing, and environmental responsibility.
“The coffee industry is evolving, and with it, our commitment to ethical sourcing and sustainability,” says Shouq Bin Redha, Exhibition Director of World of Coffee Dubai.
“World of Coffee is more than an industry gathering – it’s a platform for meaningful dialogue and actionable change. By bringing together producers, owners, and industry leaders, we’re shaping a future where responsible practices are not just encouraged but expected.”
Khalid Al Mulla, CEO of the Specialty Coffee Association (SCA) UAE Chapter adds that World of Coffee worked with The Waste Lab to repurpose leftover coffee grounds as fertiliser.
Fahad Althubyani, Key Account Manager at the Saudi Coffee Company part of the PIF (Public Investment Fund), says while the company respects the concept of fair trade, its focus is on promoting the right practices and supporting local and international farmers.
“We work closely with small-scale farmers from around the world, empowering them through direct connections with suppliers – our emphasis is on sustainable, responsible sourcing rather than a Fairtrade certification,” he says.
Meanwhile, companies such as Forward Focused and The Bag Broker were addressing the issue of sustainable packaging.
Julian Peride, The Bag Broker COO, says 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, a coffee provider in the Gulf Cooperation Council and Europe, says because the UAE has become a central hub for the Middle East, the shift will create jobs in local agriculture, reduce shipping emissions, and strengthen the region’s coffee industry.
“As we produce more locally, we’ll be able to promote sustainability through job creation and reducing the carbon footprint associated with importing coffee,” he says.
Marshall adds that supporting and forming long-term partnerships with farms is central to this.
“We don’t take coffee from multiple farms; we commit to a full lot, whether it’s 100 kilograms or 1000 kilograms, because by offering fair value to the farms, we establish trust and ensure that our partners can thrive,” he says.
