Coffee has been a part of Middle Eastern culture for centuries and the specialized roasting has been a part of its cultural fabric. From Yemen to the far off reaches of Africa, the texture and taste of coffee and the specialized blends define the integral part that this bean plays to integrate the otherwise tribal norms.
Coffee roasting has now reached epic excellence with the introduction of technology and software controlled roasters that have become an industry benchmark. Artisan and Cropster coffee roasting and blending software is now an industry standard being used by roasters from Germany, Italy and Turkey. The material used in the drum of the roaster is as important in terms of its formulation as the coffee beans that are being prepared.
KORON, an industrial organization with a focus on electrical equipment recently ventured in the coffee roasting vertical and requested Playtorium to establish a sales and marketing setup in the UAE with a focus on the Middle East region. With DMCC Dubai becoming a hub of regional coffee distribution, this is the correct time to venture in this interesting field.
Our Partnership
Studied the coffee trading and roasting business in the GCC in detail and presented the findings to the management board of KORON. Established contacts with the DMCC Management in Dubai and arranged visits to their Jebel Ali facility to meet their directors to discuss the possible manufacturing options for KORON in the UAE. Also coordinated with coffee roasting traders across South America, India, Ethiopia and Yemen to introduce the KORON machines that are 60% cheaper than their German counterparts yet the performance is at par.
Participated in Guld Food Manufacturing & World of Coffee Conferences in Dubai and acted as the spokesperson for the brand. These conferences from bookings, stand arrangements, marketing and advertising and demos were all arranged by Playtorium in addition to participation in meetings given the company directors weren’t well versed in english. Post conferences arranged visits by Coffee and Kitchen equipment manufacturers to the warehouse to provide a demo of the machines as well as initiated trading of coffee beans on behalf of the directors from major traders across the region
The first KORON roasting machine has been installed at one of the top roasters in Dubai and is being used as a demo site. Professional trainers from the factory had installed and trained the local staff and a marketing blitz was being prepared and details for the local manufacturing facilities were being compiled.
