The team: Keith Cox, Ruth Kirwan, Daniel Modaffari and Fadi Haddad open the first Lavazza training centre in region.
Coffee company Lavazza has opened its first training centre in the Middle East, off Dubai’s Sheikh Zayed Road.
Officially launched on May 12, the centre is the company’s 43rd training centre worldwide.
Providing Lavazza coffee training to clientele “from housewives to coffee professionals”, the new centre marks the beginning of the brand’s plans for regional growth.
Lavazza director of training worldwide Marcello Arancangeli said: “The UAE is an important market for Lavazza, and our newest training centre demonstrates our long term commitment to growing the coffee sector in this area.”
The firm’s business development manager Middle East Fadi Haddad added: “We see huge potential in the Middle East market, it’s booming everywhere — from Dubai to Qatar, Saudi Arabia, Egypt and Lebanon. So yes, we have good plans.”
The Lavazza course covers a range of subjects, from the coffee crop and production processes to the equipment needed for making a proper espresso, and participants are encouraged to be innovative and creative.
Each year Lavazza trains over 25,000 baristas internationally, providing them with new coffee-making techniques, as well as taste training.
The company said it had hopes of expanding and opening more Middle East Lavazza training centres in the near future.
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