The growing business of coffee: Wega visits Teheran for the Iran Coffee & Tea Expo 2016


Summer at the seaside? Not this year! The Wega team decided they’d rather spend a few days in Teheran and experience the magical atmosphere of one of the up-and-coming trade fairs in the Iranian coffee business: Iran Coffee & Tea Expo 2016.

The fair, which took place from 17 to 20 August at the Goftogou Exhibition Center, was organised by Iran International Coffee and Tea and sponsored by the Specialty Coffee Association of Europe (SCAE) and World Coffee Events (WCE).

Iran Coffee & Tea Expo was an opportunity for Wega to enable caterers and coffee enthusiasts to appreciate some of its most innovative and technologically advanced coffee machines currently on the market, including the My Concept, the Polaris, the Vela Vintage and the Orion Gold.

Filippo, Export Area Manager for Team Wega, shared his experience of the fair with us: “It was fascinating to see how much interest the machines generated among end customers, in particular the Polaris and the My Concept. The Polaris caught people’s attention with its attractive design and won them over with its ability to adapt easily to a wide range of settings. Visitors liked the My Concept because it can be fully programmed and customised to meet the needs of the end user. The personalisation options it offers make it the height of innovation. The machine’s guaranteed energy saving was one of its most popular features. Its system of independent brewing boilers means that you have complete control over how the machine operates, giving the end customer a guaranteed energy saving of 47.6%.”

Our special thanks go to Hesam Jamshidi of Haleh Gostaresh Iranian Co., whose invaluable assistance made Wega’s presence at the fair possible.

Goodbye for now, and see you at the next Iran Coffee & Tea Expo!