Venturing into new markets with products like our Specialty Instant Coffee brings a mix of excitement and anticipation. There’s always an element of uncertainty – how will we be received? Will our approach to quality coffee resonate in the United Arab Emirates? However, I’ve always believed a little nervous energy is a good thing – it sharpens focus and ensures no detail is overlooked when preparing for a major trade show. World of Coffee Dubai was no exception.
From the moment we arrived, it was clear that coffee is deeply ingrained in daily life and culture here. Dubai, as a gateway city to the Middle East, pulses with energy at every turn. What struck us immediately was the incredible warmth and hospitality – we were met with genuine pride as people introduced us to their city and its thriving coffee scene. Our first day set the tone, starting with breakfast at Stay Café, followed by an indulgent stop at the renowned Brix Café. Both experiences reinforced just how much Dubai values its café culture. Then, it was time to set up for the show.
World of Coffee Dubai was hosted at the Dubai World Trade Centre, an enormous venue that serves as a hub for global business. The sheer scale was staggering, and to hear that WOC was one of its smaller shows put things into perspective. We were based in the Roasters Village, surrounded by like-minded coffee roasters from around the world. The energy was electric – young, ambitious businesses proudly showcasing their craft, eager to connect.
Our Instant Coffee was a real talking point, drawing curiosity from a truly international audience. Alongside it, we showcased our Complex, a naturally processed coffee from China, which also proved a hit. The diverse crowd gave us a sense of ease – we were in great company, and the enthusiasm for our brand was encouraging. Locals were intrigued by our Scottish roots, my New Zealand connection, and our journey to Dubai – conversations flowed effortlessly, and we quickly felt at home.
Given coffee’s rich history in the Middle East and the bold, forward-thinking vision of Dubai, I couldn’t help but reflect on the role coffee may have played in shaping this city. Like all great achievements, Dubai began as an idea – one that was imagined, debated, refined, and ultimately brought to life. And I’d bet coffee fueled many of those discussions, just as it continues to shape its future.
Building strong relationships and networks is essential in any market, but in Dubai, it felt particularly crucial. Being part of WOC Dubai was an invaluable opportunity, and we’re incredibly grateful to Midlothian Council, the Prosperity Fund, and Business Gateway Scotland for supporting our journey.
As with most trade shows, the true commercial impact will unfold in the coming months. But everything about this trip felt right. I’m confident this is just the beginning of Common’s presence in Dubai and the Middle East – and we can’t wait to return.
