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14 Focus The coffee trade landscape is rather competitive in the UAE In 2013 the organisation ranked first in terms of value share was Nestle SA Nestle has also been recognised as the leader in the global coffee market In second place was the German company Tchibo GmbH followed by the Lebanese company Maatouk Maison Du Café History and tradition Coffee has its origins in Ethiopia and was brought to Europe passing through Arabia The Arabs started cultivating coffee and trading it Coffee houses were built and Arabs went there for social interaction such as listening to music playing chess exchanging news and so on It was about that time too that the spiritual Sheik Abd al Kadir born in A H 488 near to Bagdad said No one can understand the truth until he experiences coffee s frothy goodness Coffee has not only been introduced to the Arab countries at the very beginning of its history but has become an integral part of its traditions Hospitality is seen as the key part of Arabian tradition Even today an important element of social visits in UDELF KRPHV RU RI FHV LV WR RIIHU the guest coffee or tea as a symbol of hospitality A guest is expected to accept at least one cup of coffee three FXSV DUH FRQVLGHUHG WR EH VXI FLHQW which should be held in the right hand Arabic coffee has a distinctive taste due to the boiling neither filtering nor percolating of the ground beans and the special ingredients added to it like cardamom and saffron and sometimes even rose water In earlier times the amount of cardamon added to the coffee represented the wealth of the person as cardamon was more expensive than the bean itself Top trends In the past filter coffee has been replaced by instant coffee This phenomenon was mainly encouraged due to the time consuming brewing process Recently filter coffee is reconquering the coffee landscape thanks to its incomparable taste Researchers have even investigated the science of brewing coffee in order to come up with completely new options and flavuors The new ideas resulted mostly in longer brewing times with a constant water supply passing through a bed of coffee The names of the trends are Cold Brew Pour over Coffee Light Roast Oslo Coffee or the most recent Bulletproof Coffee The Cold Brew is supposed to be a perfect beverage for hot days since it is not only served cold but also brewed with cold water The coffee gets slowly extracted in 8 to 12 hours in order to obtain highly concentrated coffee with an intense taste which is not bitter This kind of coffee is even filled in bottles and What s brewing It is estimated that in a span of 24 hours 1 6 billion cups of coffee are consumed across the world It s no secret that coffee is one of the most popular beverages today In fact after oil coffee is the most traded commodity with exports totaling US 28 6 billion in 2013 Majlis explores the growing coffee market and shares key trends Mascha Ananda Eckhardt Intern at German Emirati Joint Council for Industry and Commerce AHK Dubai sold in supermarkets Ordinary filter coffee is turning into the Pour Over Coffee which is prepared by using freshly roasted beans that are poured over by hot water the temperature should be 95 C The filter vessel should be made of porcelain so that the taste can unfold itself perfectly Having its origins in Scandinavia the Light Roast or Oslo Coffee now spreads over the whole world Its beans are only lightly roasted over a shorter time period As a result the taste of this coffee becomes a bit sour but mild Especially men are drawn to the Bulletproof Coffee which is a coffee with a piece of unsalted butter or even coconut oil in it Due to the butter the coffee becomes like a creamy Cafe Latte This coffee grants its drinker an energy boost and results in better digestion too This way of drinking coffee is not a new idea but was adopted from the Tibetan culture These special coffees can be either prepared at home or are offered in so called Brew Bars In Dubai the Raw Coffee Company operates its own custom built roastery and supplies to both consumers and businesses Another perfect place to get a profound idea about the importance of coffee in the UAE is the new and first of its kind Coffee Museum in Dubai in the Al Fahidi Historical District It can be seen that there is a long standing coffee tradition in the UAE and it does not seem to have an end as old traditions are constantly being revived and as there are new inventions coming up Additionally the increasing number of tourists will not renounce their energetic boost of coffee when they are on vacation The text is based on different reference sources