Le Roux to head new Events division at Coffee Planet

Press release
Published March 15th, 2011 - 10:45 GMT
Dewald Le Roux, Coffee Planet’s new Event Manager
Dewald Le Roux, Coffee Planet’s new Event Manager

UAE-based Coffee Planet, a multi-solutions coffee company supplying every market sector in the coffee retail chain, has appointed Dewald Le Roux to direct its new Events division.

In his new role as Events Manager, Le Roux will be tasked with developing the marketing strategy for the new Coffee Planet events division, to realise greater brand awareness and ultimately a larger market share of the growing sport, leisure and corporate events segment throughout the Middle East.

“This is a ground floor opportunity for Dewald to drive our events business,” said Richard Jones, Managing Director, Coffee Planet. “With the launch of our new roaster, the largest of its kind in the Middle East, we aim to serve 6 million cups per year by 2013, a 50% increase over 2010 and we are confident that we can build demand in the events sector to support this growth aspiration.”

Prior to joining Coffee Planet, Le Roux  worked at Emirates Leisure Retail (ELR) as events manager with the highlight of his career  working on the first ever F1 Grand Prix at Yas Island in 2009. Le Roux initially arrived in the UAE in mid 2008 to work with Emaar Hospitality and the Dubai Marina Yacht Club as part of the team for Aquara, Café Bistro, and 25/55, all award winning operations.

“I am extremely impressed with Coffee Planet’s operation and aggressive expansion plans. This is an exciting time for the company and a great opportunity for me to use my experience to contribute to the successful growth they are targeting. I am looking forward to leading the events operation which has already started well with events at ADNEC, Yas Island and Zayed Sports City,” said Le Roux.

Originally from South Africa, Le Roux has a diploma in hotel management specialising in food and beverage. He is a passionate rugby and football supporter. 

Background Information

Coffee Planet

Coffee Planet was born in Arabia and our goal is to help more people experience the finest global Arabica coffee that has been roasted, here on the peninsula, for over 500 years.

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