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Press Release: Tracy Allen to Speak at Middle East Coffee & Tea Convention

Allen back for a third time and will address regional talks on;

Unique Value Propositions for Roasters and Selling on Quality as a Strategic Approach to Coffee Success

DUBAI, United Arab Emirates (June 23, 2011) — Tracy Allen, Founder and CEO of Brewed Behavior, will return to Dubai’s annual Middle East Coffee & Tea Convention, to be held at the iconic Meydan Grandstand, November 3-5.

Allen will give two lectures, one titled Selling on Quality and another titled Unique Value Propositions for Roasters. Details of Tracy Allen’s presentation are available at

“The Middle East Coffee & Tea Convention gives the industry insight into the tremendous potential for specialty coffee in this region, and will ultimately influence its growth in the rest of the Arab world,” says Allen. “I am honored to be invited back for a third time to help promote and advance the specialty coffee industry in the UAE and rest of the Middle East.”

Anselm Godinho, Managing Director of International Conferences and Exhibitions (IC&E), organizers of the event says, “Tracy is one of the most respected persons in the industry and we are delighted to welcome him back to the event. His knowledge and expertise in all aspects of the coffee chain is exceptional. Regional and international delegates attending his presentations are guaranteed to walk away with excellent information, fresh and practical insights, and action items to apply in their everyday businesses.”

Allen will join premier roster of presenters for this year’s event. Among them are Jeff Vojta, CEO and Co-Founder of Stockton Graham; Rohantha Athukorala, Head of National Portfolio Development for Sri Lanka and the Maldives – United Nations Operations (UNOPS); and Ujwala Ranade-Malvi, President and Managing Director of Karnataka Plantation Coffee.

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 features a dedicated exhibition, educational tracks, SCAA Skill Building Workshops, and the 3rd UAE Barista Championship. Visit

About Brewed Behavior

Brewed Behavior was 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. Brewed Behavior works primarily with coffee roasters and producing countries to improve their internal operations.

About Tracy Allen

Allen is CEO of Brewed Behavior. He grew up in a Midwest farming community upon graduating from the University of Missouri with a B.A. in Economics. He then joined Procter and Gamble to take on the newly created position of Beverage Specialist. Having experimented with home roasting for years, Allen was charged with developing the Folgers and Millstone brands. He went on to manage operations for a small Midwest specialty coffee roaster, which led him to co-own Zoka Coffee Roaster & Tea Co., where he 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 the sixth member of the SCAA to receive the Mose L. Drachman Award for Outstanding Sales & Service. Visit

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