Financial Daily from THE HINDU group of publications
Sunday, Feb 10, 2002
Financial Daily from THE HINDU group of publications Sunday, Feb 10, 2002 |
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Coffee Agri-Biz & Commodities - Coffee Vintage coffee fair Our Bureau
Vintage cars being readied to drum up attention for the forthcoming coffee festival in Bangalore.
BANGALORE, Feb. 9 COFFEE, once seen as a drink for old fuddy-duddies, is getting a new look as the industry prepares for the forthcoming India International Coffee Festival starting here on February 15. As a prelude to the festival, a `Coffee Week' was flagged off in the city today. Over the next few days running up to the festival, pubs in the city - including Purple Haze, Black Cadillac, Sparks, Amoeba, Cosmo Village, I-Bar, Mars 2211, Urban Edge, Geoffrey's, and Opium - will serve guests coffee in addition to the other offerings on different days during the week. Each of the pubs will crown a Coffee King and Coffee Queen, who will win tickets to a Trance Dance Party called Cafe Moksha on the last day of the Coffee Week. The party and the pub crawl is organised by Prasad Bidapa Associates. One of India's top DJs, DJ Whosane will attend the Cafe Moksha. Vintage cars, some of them owned by heritage estate owners have been pressed into service too. These cars will go around the city advertising the festival. The entire event is geared at promoting Indian coffee both to global buyers and the Indian consumers. Around 120 major international buyers are expected to come, said Mr Anil Kumar Bhandari, Convener of the Festival. It is an attempt to familiarise the international community with Indian coffee, the way it is grown and processing methods he said. ''It is a bonding exercise between us and the foreign buyers''. "In the 20s and 30s, Indian coffee had an identity and you could ask for a cup of Mysore coffee in Europe,'' Mr Bhandari said. Today, that identity is lost for various reasons and with it has gone any chance of getting premium on coffee from the country. With global coffee prices being at rock bottom levels for the last two years, the coffee industry is looking at the festival as a means to boost its flagging fortunes. Tata Coffee, the largest corporate in the industry, is sponsoring the Coffee Week. The Festival also includes a session on coffee and health.
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