10 2014
Moscow Coffee and Tea Expo Post-Show Report 2014

International exhibition
Moscow Coffee and Tea Expo 2014

23 – 26 september 2014 .
IEC«Crocus Expo», Pavilion 3, Hall 15


On September 23-26, the second Moscow Coffee and Tea Expo* took place at IEC Crocus Expo and reinforced its position at the heart of the Coffee&Tea industry, creating the buzz and excitement visitors have expected since last year.

Delivering a great return on investment for exhibitors and providing a comprehensive seminar program along with exciting championships, MCTE is ranked among the top coffee&tea shows in Russia, CIS and European countries. The Expo has provided an unrivalled networking platform for top-tier international and domestic industry experts, top managers, leading producers and equipment suppliers.

69 exhibitors presented their products, equipment and services to 7000 key buyers, decision makers and industry professionals (among them 37% were from Moscow and Moscow region, while 57% arrived from further Russian regions). In total, exhibition floor space totaled 4200 sq. m. The Expo also hosted various industry-related events, educational programs and 3 championships on a total area of more than 450 square meters. In addition to the thousands of local visitors, many international guests also gathered at the event travelling from throughout CIS and a strong contingent from Europe and further visitors from 28 countries. It is worthy of note that top-management counted for 24% of the total visitor number, compared to pre-registration in 2013 of 21%. A solid majority - 44 percent were baristas, followed by roasters and managers of all levels.

MCTE was proud to have world-known and best local companies as sponsors. Among them were PARMALAT (Official Milk and Cream Partner), MASTERGLASS (Official Utensil Partner), Voda OnLine (Official Water Partner), ROUTIN (Official Syrup Partner), MOTION VIEW, FRANKO, MADIAN, MAHLKÖNIG and MARCO (Official Technical Partners), HUHTAMAKI CIS (Disposable Cutlery Partner), Mare Terra and ie cafe (Educational Program Partners) and SOYUZ COFFEE ROASTING (Live Text Streaming Partner).

Professional development was one of the major focuses of MCTE 2014. A comprehensive educational program included more than 100 seminars and was held at three expo stages offered streams of insightful seminars and master-classes over all four days of the expo. The highest attendance rates were seen at Main Business Stage, where business owners, top executives and managers of all levels could gain and refresh the skills necessary to position their company for future success. The program featured 16 seminars thematically grouped in 6 sessions during which preeminent speakers and industry experts elaborated on a wide range of topics: management features within coffee&tea industry, HR, quality control, choosing a coffee machine, PR and advertising, starting a coffee or tea-related business and much more. Among the speakers were Olga Melik-Karakozova, who gave insights on relationship between specialty coffee quality and profit growth; David Karamyan (tea project owner), who elaborated on the ways of developing an individualized specialty tea menu, Tatyana Elizarova (coffee quality expert at SFT Trading and a training-manager at Sense of Coffee), who shared her secrets of day-to day staff management; Anna Tsfasman (co-owner and CEO at Double B Coffee&Tea), who hosted two seminars on strategies of coffeeshop promotion and alternative brewing methods, Alexander Tsibaev (CEO at Madian) provided useful insights on marketing, Alexey Fadeev (Depot WPF) gave a talk on the importance of choosing the target audience and Oleg Yudin (franchising development head manager at Traveler’s Coffee) revealed the difficulties of franchising on the Russian market and many others.

Another professional development area The Lab.Open Space - was especially designed for those, who should be most aware of the bean to cup process: baristas and roasters. Among the high-profile speakers were Robert Stephen (USA) - Past President of the SCAA, a certified Q-Grader and a Q-Grader Instructor with 20+ years of experience at all levels of the coffee industry, Robert William (Norway) - pioneer of the Scandinavian Specialty Coffee field since 1996 and International Coffee Entrepreneur at Collaborative Coffee Source, Erik Rosendahl founder of an award winning roastery Drop Coffee Roasters (Sweden) and Asli Yaman - authorized SCAE Trainer and Chief Roast Master at Soyuz Coffee Roasting. Their classes on coffee growing, beans quality, roasting and roasting equipment, grinding, etc., included not only the lectures, but also practical sessions with cup tasting and brewing.

The finals of the Russian Roasting Championship (a national round of World Coffee Roasting Championship) was also held at The Lab. Open Space. Organized by Moscow Coffee and Tea Expo, KLD Coffee Importers Ltd. and Coffee Owl" Freshly Green & Roasted Bean, this contest will name the champion who will represent Russia at the World Coffee Roasting Championship in 2015. The roasters had to demonstrate their coffee grading skills and prove their abilities to develop a roasting profile that best accentuates the desirable characteristics of a coffee. The judging panel of the Championship included top coffee experts: Gloria Pedroza, a certified WBC judge, World Cuptasting Champion 2006 with 7 years of judging experience at national barista competitions, a certified WBC-judge and WBrC and WLAC judge, Polina Vladimirova, the first Russian Q-grader, El Salvador 2013, Honduras 2012, Guatemala 2010 Cup of Excellence Judge, Head Manager at “Coffeemania” barista training centre, green coffee buyer, SCAE member and certified WBC judge, Denis Sigulin, quality manager at KLD Coffee Importers and Valentina Kazachkova, a head technologist at Montana Coffee. After most scrupulous assessing procedures were finished, the winner was announced. - Alexander Shevkunov, a roaster from Travelers Coffee, one of the biggest Russian and CIS coffeeshop chains. His fellow Travelers Coffee roaster Daniil Panov placed third, and Tatyana Elizarova of Sense of Coffee and SFT Trading came second. With his victory, Alexander Shevkunov will represent Russia at the World Coffee Roasting Championship at the Nordic World of Coffee Event next June in Gothenburg, Sweden. The awarding ceremony took place at West 4.Coffee Brew Bar on September 24.

For those seeking to evaluate their adherence to international standards, MCTE hosted SCAE recognized courses at The Lab. Certification Zone. Certified SCAE Trainer, head of green coffee quality for Mare Terra and a Q Araica Grader Timur Dudkin, was giving certification courses for baristas, cuppers and roasters including Barista Skills Foundation, Barista Skills Intermediate, Sensory Skills Foundation and Sensory Skills Intermediate. Most diligent students who successfully passed the theoretical and practical assignments received SCAE CDS certificates on relevant modules.

An interesting new project was launched at Micro-lot Exchange area, where the biggest industry coffee suppliers could sell coffee micro-lots, which they sourced especially for the event. Limited coffee grades from Brzail, Ethiopia, Guatemala, Costa-Rica and other countries were brought together at one place for the first time in history of the Russian coffee industry. The stage also featured cuppings of the micro-lots and brief presentations of supplying companies: Vietnam (Vanlang), Burundi (Greencof), Brazil (Coopinhal), Ethiopia (Lalibella Coffee). They gave some valuable insights on the countries where their beans are grown and shared the unique flavor characteristics of their products. A special guest, Josiana Bernardes from Mare Terra (Barcelona, Spain), introduced an impressive IWCA (International Women in offee Alliance) project, which mission is to encourage women in the international coffee community to live meaningful and sustainable lives; and recognize the contribution of women in all facets of the coffee industry.

The majority of Micro-lot Exchange participants agreed that this project provides a great opportunity for coffeeshop owners and roasters to meet coffee producers and their representatives and also to purchase the top-quality micro-lots for a reasonable price.

A stage where everyone could actually taste coffee and tea was the Brew Bar stage. Among the hosts some world-known coffee celebrities were spotted: Erik Rosendahl from Drop Coffee Roasters and Morten Wennersgaard from Nordic Approach Coffee Importers. And surely a lot of Russian coffee and tea connoisseurs took their chance to appear on stage. Among them was Vasiliy Ladygin, a certified SCAE judge and the winner of Best of Brew 2013 Championship. Apart from brewing itself, the presenters shared some interesting brewing secrets and elaborated on their favorite techniques and coffees/teas.

Sponsored by world-known companies LA MARZOCCO and TRAVELERS COFFEE, the busiest stage which attracted biggest crowds was undoubtedly The Coffee Box stage, where two competitions took place.

A championship for the title of the Russias Best Coffeehouse - Russian Coffee Cup

This exciting new competition appeared to be a smashing hit. This fast-paced, multi-disciplinary barista teams contest gathered top baristas from all over Russia (and even one Kazakhstan team) competing for the title of the Russias Best Coffeehouse and an impressive prize a trip to one of the European coffee capital. Russian Coffee Cup proved to be a huge success from the very beginning: in 45 days 29 teams from 19 cities applied to participate. According to the rules, each team had to submit a short video about their coffeehouse along with the recipes of 3 coffee-based signature drinks to the competition website russiancoffeecup.ru. The applications were assessed by MCTE team and a panel of key industry professionals including an invited expert from Sweden - Erik Rosendahl, a co-owner of Drop Coffee Rosters, one of the trendiest roastery and specialty coffee bar.

Only 6 teams made it to the final where Russias best baristas showcased their skills in 3 disciplines - The Signature Drink (3 drinks the teams presented in the application), Latte Art and The Grinding Contest. After a tight competition, the winner was announced City Coffee team from Saint-Petersburg. West 4.Coffee Brew Bar (Moscow) came second, and BunaBuna (Tver) took the third place.

The participants, the championship judges and all the fans gathered together at the awarding ceremony hosted at Bar Is. Apart from the title, the winning team was awarded with a stunning prize a trip to one of the European coffee capitals.

Calling together the most passionate and aspiring coffee specialists to demonstrate their professionalism and dedication, Russian Coffee Cup provides a great opportunity to take Russias booming specialty coffee industry to the next level. The MCTE has big plans for the coming year: regional rounds in the biggest cities of Russia, more teams and more challenging disciplines.

Moscow National Round of the World Barista Championship

The Coffee Box also saw the Moscow National Round of the World Barista Championship, which called together the best barista of Russias capital battling for a chance to represent their city in the next rounds. The top seven participants will compete at the Russian Barista Championship, and the first place was awarded to Arseniy Kuznetsov from Travelers Coffee. The runners-up are: 2nd place - Sergey Mitrofanov (Double B Coffee&Tea),3rd place Aysa Matueva (Double B Coffee&Tea), 4th place Bogdan Prokopchuk (Double B Coffee&Tea), 5th place Valeriya Salnikova (Camera Obscura Coffee Microroasters), 6th place Julia Salukina (Kofein), 7th place Ramil Rzaev (Double B Coffee&Tea).

On the last day of the Expo, Erik Rosendahl and Asli Yaman together with top Russian baristas held a unique open master-class which culminated in a discussion on specialty coffee market trends, barista-consumer relationships, direct trade and other hot topics.

The MCTE team even hosted three night events. On 23 September all the industry key persons gathered at Barista Party, where the winner of the Russian Coffee Cup was announced, while on 24 September the judges named the Roasting Champion at West 4.Coffee Brew Bar, one of the most trendy places in Moscow. In addition, between September 23 and 26 more than 10 coffeeshops and tea places joined the Moscow Coffee and Tea Festival, which offered various coffee&tea events and activities. Among the participating places were: Shanti tea room, Kolobok tea room, Cofeiniy cooperative Cherniy, Artemiy Lebedevs Big Café, Le pain quotidien, Double B Coffee&Tea, MAX BRENNER chocolate bar, Travelers Coffee, UpsideDownCake, Smoothie&Coffee.

Moscow Coffee and Tea Expo proved that it is the essential must-attend event for all the specialty coffee and tea-related people. All the photos, videos and other materials are already available on MCTE official site www.expocoffeetea.ru, MCTE Facebook page (www.facebook.com/MoscowCoffeeandTeaExpo) and YouTube channel (http://www.youtube.com/user/expocoffeetea). MCTE team is waiting for you at the next show, which will take place 5-8 October 2015!

*Moscow Coffee and Tea Expo is a part of PIR Expo international exhibition project, which unites 5 specialized exhibitions: PIR. Food, PIR Restaurant equipment, Hotel. Development, design & operation, Moscow Bar Show and Moscow Coffee and Tea Expo.

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