We’re continuing our three part series on World of Coffee Dubai! Nathan and Brad sit down with Noelle from the Baba Java marketing team, fresh back from her first experience at the massive Middle East coffee expo.
Noelle shares what surprised her most: the explosion of bold, fruity co-fermented coffees (including a frankincense infused one and a piña colada style pour-over), the strong B2B focus compared to the more consumer driven U.S. shows, and how the days flew by in a whirlwind of conversations, cuppings, and networking.
She also talks about the challenge (and fun) of creating content on the ground, capturing photos and reels while building relationships with roasters and producers, and how experiencing the event firsthand will shape the way she tells Baba Java’s story moving forward both in the U.S. and internationally.
This episode gives a great behind-the-scenes look at the marketing side of the trip, the energy of the show, and why events like World of Coffee are so valuable for growing Baba Java’s presence in the Middle East.
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