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HORECA culinary and hospitality exhibition attracts Amman crowds

By Maram Kayed - Oct 10,2018 - Last updated at Oct 10,2018

AMMAN — The fifth edition of HORECA, an annual exhibition that showcases food and beverage services as well as hospitality sectors, kicked off on Wednesday with a significant turnout at the Zara Expo Centre. 

Known as “the biggest exhibition in the region” for hotels, restaurants, catering, food and hospitality services, the event displayed pavilions for Jordan, Palestine, Iraq, Egypt, among many other world countries. 

Promising in its brochure to avail participants with “exposure to new and innovative business ideas”, HORECA succeeded when, in an attempt to attract customers, one company displayed its beds with workers sleeping in them throughout the whole exhibition.

“We’re literally paying them to sleep,” said a representative of Springsteen, the company which performed the marketing stunt, which attracted a crowd around the company, with many visitors asking about the brand.

Local and international food and beverage companies were also present, such as Al Ameed coffee, Nabeel frozen beverages, Hammoudeh dairy products, and many other famous local companies offering visitors samples of their products.

“Other than sponsorship, we are taking this opportunity to show people that we are trying to switch into organic and environmentally-friendly processes of making food, which is very important to both the customers and us,” said a Hammoudeh representative. 

Several competitions were also held between chefs in various food categories, one that had over 13 contestants competing in the “Barista Competition”. 

Hasan, an Al Ameed representative whose company sponsors the competition, said “we felt as if the art of making coffee drinks is not as appreciated as it should be.”

To “appreciate the effort and knowledge” that baristas put into making coffee, the competition had many qualifying levels, with the “signature drink” part being the judges’ favourite, as they told The Jordan Times that they “feel the passion and creativeness with each barista’s choice of ingredients, as if they were reflecting themselves in their drink”.

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