5-day coffee fest for connoisseurs

5-day coffee fest for connoisseurs

Coffee lovers have a cause for celebration as the five-day ‘India International coffee festival 2014’ will bring companies from across the globe to the City and give them two exclusive days to pamper themselves.

The festival to be held at the Lalit Ashok here from January 21 to 25 will be a business event for the first three days and opens for public only on January 24 and 25.

The theme of the festival, “Changing face of Coffee in India”, aims to capture the new trends in the production and consumption of coffee. More than 60 companies around the world are expected to take part in the event.

From visiting plantations to savouring coffee-flavoured dishes and taking part in quizzes, the festival will showcase the popularity of the beverage in India.

Citizens will be able to savour new coffee products at the expo. The other participants will get first-hand experience of coffee trail. They will get to know processing of coffee, beginning from picking coffee bean to roasting it and other works, including marketing.
Recognising the achievements of those in the sector and honouring them with “coffee awards” will be another feature of the event. An international conference on coffee will deliberate on the latest trends in coffee marketing and the problems pertaining to coffee cultivation.

“For the first time, there will be an expo on farm mechanisation equipments. Also, all the leading instant coffee companies are taking part in the event,” said Coffee Board Chairman Jawaid Akhtar. He said the fest will give an impetus to coffee.

As much as 72 per cent of coffee in the country is produced in Karnataka. The per capita coffee consumption per year in India is 90 grams and is growing by 5 to 6 per cent every year. Coffee production this time is 3,11,000 MT, he said. Speaking about the expanding market for coffee in India, Venu Madhav, CEO, Café Coffee Day, said: “From being South India-centric, coffee has now spread across India. Youth, too, are taking to drinking coffee. It has become part of the lifestyle.”

Through this event, the organisers–India Coffee Trust and the Coffee Board of India—also hope to debunk the myth that coffee is unhealthy, officials said.
DH News Service

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