Salam Aleikum from Dubai dear Coffee Lover,
last week I had the honor of delivering the keynote at the Nestlé Nespresso SA MEA Convention - a region where coffee is not just a beverage, but a deep cultural ritual and an emerging force of innovation.
My keynote in Dubai focused on the evolving coffee landscape in the Middle East & Africa (MEA) covering:
✨ The cultural significance of coffee in MEA
📈 Rising coffee consumption and shifting consumer expectations
🚀 Emerging trends - from luxury positioning to tech integration
🌿 Sustainability, ethical sourcing, and the rise of local roasting
👩 Women transforming the coffee industry across MEA
📲 Smart brewing, app-based loyalty, and premium experiences
🔮 The future: storytelling, specialty, and authenticity at the core
Interesting, especially here in MEA is the trend expanding of cold consumption and coffee mixology. There's a rising interest in fusing traditional flavors with modern formats like saffron cold brew or cardamom lattes.
🔮 The future is now (!) – Key developments to watch from my side:
♻️ Sustainability focus: Gen Z and Millennials are demanding ethical sourcing, carbon-neutral supply chains, and compostable packaging solutions.
🌍 Local Roasting & Specialty Origins: More MEA-based roasters are working directly with farmers in Ethiopia, Kenya, Rwanda — driving farm-to-cup transparency.
📲 Technology Integration: Smart machines, app-based ordering, and digital loyalty are now expected in premium outlets.
👩💼 Women in Coffee: Strong momentum to promote women entrepreneurs across Saudi Arabia, Kenya, and Ethiopia — and rising visibility across the entire value chain.
🍷 Premiumization: Coffee is transforming into a luxury lifestyle product, with cuppings, education formats, and even coffee sommeliers emerging.
➡️ Long-Term Outlook: Expect vibrant cross-pollination of local coffee heritage and global specialty trends, all underpinned by storytelling, authenticity, and meaningful experiences.
What stood out? A powerful blend of tradition and transformation - as MEA markets assert their place on the global coffee stage.
Thanks to the Nestlé Nespresso SA team for the invitation and inspiring engagement. The future of coffee here is bold, local, and full of opportunities.
