New Sunrise hosted its 17th Annual Iceworks Conference in Dubai recently, bringing together more than 400 independent convenience retailers and suppliers from across Australia.
Held for the first time in the Middle East, the event took place at the Marriott Palm Jumeirah under the theme “We’re not here to blend in, we’re here to stand out.” The conference featured business sessions at the Museum of the Future, supplier engagement meetings, and networking events showcasing innovation and collaboration across the network.
Steve Cardinale, Managing Director of New Sunrise, said in a video message that product alone will not create trust and confidence, it’s the experience.
“Over the past five years, we’ve built that experience through common goals, shared values, and clear promises. This is what makes us stand out.”
Andrew Cardinale, Director, urged members to “think differently, act boldly, and lead with purpose,” highlighting the strength of the New Sunrise brand as a “united family” focused on meaningful customer connections. He noted that the group’s commitment to installing AEDs across its network had already saved seven lives.
Joe Alessi, National Merchandise Manager, shared that New Sunrise continues to grow three times faster than the measured market, driven by “data-led decision making and supplier collaboration.”
Other speakers included Learning and Development Manager Sylia Altair, who unveiled new features of the Accelerate online training program, and Digital Team Lead Kim Mangampo, who detailed an expanded digital marketing strategy to make stores “more visible, locatable and loveable.”
Food and coffee remained a key focus, with Category and Operations Leads Leo Santalucia and Dave Bickle introducing new initiatives such as baked-on-site cookies and a heat-in-bag pie range.
One of the major announcements was the upcoming My Sunrise Rewards app which was described by Andrew Cardinale as “the biggest digital launch in New Sunrise history.” The platform will allow customers to earn and redeem points in-store, providing retailers with shopper insights and engagement tools.
Delegates also attended site visits to major retailers including ENOC, Emarat, ADNOC, Spinneys, Carrefour and Waitrose to explore best practices in convenience and food-to-go retailing.
The week concluded with the Snowball Awards Gala Dinner at Atlantis The Palm, recognising outstanding achievements across the network.
2025 Snowball Award winners:
- Account Manager of the Year: Julia Fahey, Metcash
- Supplier of the Year: Bega Group
- Retailer of the Year: Rob Pincevic, X-Roads Cranebrook
- Enjoy Local Community Award: Dunning’s Fuel
- Golden Loo Award: South West Fuel, Cootamundra
“Our retail partnerships are the backbone of our success,” said Steve Cardinale.
The conference, combining strategic insight with cultural experiences, reinforced New Sunrise’s commitment to helping its members innovate, collaborate, and “stand out” in a competitive market.
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