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Tracy Allen Slated to Speak at the Middle East Coffee & Tea Convention in Dubai.

For Immediate Release

Tracy Allen Slated to Speak at the Middle East Coffee & Tea Convention in Dubai.

Allen to return for a second year to join a renowned panel of industry experts who will present at the annual convention.

DUBAI, United Arab Emirates (September 7, 2010) — Tracy Allen, Founder and CEO of Brewed Behavior, a US-based consulting company offering comprehensive support to all segments of the coffee industry, will return to Dubai for a second year to present at the annual Middle East Coffee & Tea Convention in Jumeirah The Meydan Hotel from October 12 – 14. Tracy Allen is slated to speak on two educational tracks namely Build Your Brand, Build Your Business and Unique Value Propositions for Roasters. Details of Tracy Allen’s presentation are available at

“The highly successful debut of the event last year, gave the industry an insight into the tremendous potential for specialty coffee in this region, and the Middle East Coffee & Tea Convention certainly has all the ingredients to ultimately influence its growth in the rest of the Arab world,” says Tracy Allen. “I am happy to come back as a presenter this year to help promote and advance the specialty coffee industry in the UAE and rest of the Middle East,” added Allen.

Tracy Allen will join a remarkable roster of presenters for this year’s event. Among them include Judith Ganes-Chase, founder and president of J. Ganes Consulting LLC; Rohantha Athukorala, head of National Portfolio Development for Sri Lanka and the Maldives – United Nations Operations (UNOPS), and Ric Rhinehart, executive director of the Specialty Coffee Association of America (SCAA).

About Middle East Coffee & Tea Convention

Middle East Coffee & Tea Convention is the only dedicated and highly focused trade event catering to the coffee and tea industry in the Middle East. Held as a major complementary initiative that seeks to support the significant growth of the beverage market of the GCC, Middle East Coffee & Tea Convention will feature a dedicated exhibition, educational tracks, SCAA Skill Building Workshops, and the 2nd UAE Barista Championship. Visit

About Tracy Allen

Tracy Allen is CEO of Brewed Behavior, founded to offer comprehensive support to all segments of the coffee industry. Brewed Behavior’s approach to consulting involves changing behaviors through education in addition to providing strategy and solutions at every touch point. Primarily Brewed Behavior works with coffee roasters and producing countries to improve their internal operations.

Allen grew up in a Midwest farming community upon graduating from the University of Missouri with a B.A. in Economics; He joined Procter and Gamble to take on the newly created position of Beverage Specialist. Having experimented with home roasting for years; P&G charged Allen with the title of Beverage Specialist for the Folgers and Millstone brands. He went on to manage operations for a small Midwest specialty coffee roaster, which led him to Co-Owner of Zoka Coffee Roaster & Tea Co. During that time Allen launched and grew Zoka’s wholesale division. As one of the original members of the U.S. Barista Championship Committee and the first chair of the Rules and Regulations committee for the World Barista Championship, he has trained multiple national and regional barista champions and served as a judge and judges’ trainer for the USBC and WBC. He is also an SCAA “Supertaster,” certified cupper, and Q-grader instructor. Most recently, Allen was recognized as only the sixth member in history of the SCAA to receive the Mose L. Drachman Award for Outstanding Sales & Service.

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