New Sunrise rose in the deserts of Dubai for Iceworks 25 where partners and suppliers came together to learn, network, connect and celebrate.
The 17th Annual Iceworks Conference was held for the first time in the Middle East at the Marriott Palm Jumeirah in Dubai. This landmark event brought together over 400 of Australia’s leading independent convenience retailers and suppliers for a dynamic week of networking, strategic workshops, and immersive experiences. The theme, “We’re not here to blend in, we’re here to stand out,” captured the bold spirit of the New Sunrise retail family, who continue to embrace creativity, lead with confidence and drive meaningful change across the industry.
The conference opened with a beachfront Welcome Function at Bal Harbour Beach, where Director and Operations Manager Vincent Cardinale celebrated another year of growth and unity. The stunning Dubai sunset set the tone for a week filled with inspiration, collaboration, and desert glamour.
Held at the iconic Museum of the Future, the business sessions delivered powerful insights and strategic direction. A compelling video message from Managing Director Steve Cardinale: “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.”
A diverse lineup of presenters showcased how each area of the business is driving growth and innovation.
Director, Andrew Cardinale opened his presentation with a call to continue challenging the status quo urging members to think differently, act boldly, and lead with purpose. He spoke passionately about the power of brand to win the hearts and minds of customers, emphasising that true growth and innovation stem from a brand that is not only visible, but deeply meaningful. Andrew reinforced that New Sunrise is more than a retail network it is a united family brand, built on shared values, collective ambition, and a commitment to delivering exceptional experiences. He highlighted that the power of purpose is not just aspirational, but tangible: the presence of AEDs across the New Sunrise network has already saved seven lives, a powerful testament to the group’s commitment to making meaningful connections within their communities. By aligning marketing strategy with this sense of purpose and unity, New Sunrise continues to stand out in a competitive market, fostering deeper customer loyalty and long-term success.
Joe Alessi, National Merchandise Manager, presented current group performance results and delivered a forward-looking market overview. His presentation showed how New Sunrise has continued to grow three times faster than the measured market, unlocking commercial value through data-led decision making and supplier collaboration, but most importantly, underpinned by the world class retail execution and power of the New Sunrise retail group of stores. Joe also addressed the evolving expectations of the next generation of consumers, highlighting the key strategies that will be adopted to ensure relevance, convenience, and innovation in maintaining competitive advantage.
Further presenters sharing their expertise on the day included:
- Sylia Altair, Learning and Development Manager, unveiled new developments in the exclusive New Sunrise Accelerate online training program, reinforcing the brand’s commitment to placing the customer at the heart of every business decision.
- Kim Mangampo, Digital Team Lead, spoke to the evolution of the digital marketing strategy, focused on making stores more visible, locatable and loveable.
- Leo Santalucia and Dave Bickle, Category and Operations Leads, reaffirmed the business commitment to leading with food and coffee as the cornerstone of its program. Building on the successful launch of the Jill & Jack’s Daily range of pies and sausage rolls, the team introduced a series of new initiatives including baked-on- site cookies and a convenient heat-in-bag pie range, designed to elevate the in-store food experience and drive customer engagement.
- Engelbert Misquitta, Senior Category Manager, offered valuable insights into promotional strategies, results and margin mix optimisation, showcasing how data- driven decision-making can enhance category performance and deepen shopper
- David Flegler & Jayesh Nair Retail Development Managers, outlined best practices in store operations, focusing on executional excellence, retail standards, and the continuous improvement of the in-store experience.
A special guest presentation from ENOC (Emirates National Oil Company) offered valuable insights into world-class convenience operations in the region.
One of the most anticipated moments was the unveiling of the My Sunrise Rewards app, the biggest digital launch in New Sunrise history and another first for the independents. This integrated loyalty platform allows customers to earn and redeem points in-store, driving repeat visits, deeper engagement, and unlocking powerful shopper insights. “Stay tuned, the full launch is on the horizon, and it’s going to be big,” said Andrew Cardinale.
As night fell, delegates gathered high above the city at the Aura Skypool, taking in the breathtaking 360-degree view of Dubai’s glittering skyline. Against the backdrop of shimmering lights, networking continued and connections deepened a picture-perfect conclusion to a great day.
The conference also featured a Supplier Engagement Session, fostering collaboration and future-focused innovation. Delegates explored Dubai’s leading retail destinations including ENOC, Emarat, ADNOC, Spinneys, Carrefour, and Waitrose, gaining firsthand insights into global best practices in convenience retail, food-to-go, and shopper experience.
The week concluded with the Snowball Awards Gala Dinner at the Asateer Tent, Atlantis The Palm. Under golden lights and sweeping views of the Arabian Gulf, delegates celebrated outstanding achievements across the New Sunrise network. “Our retail partnerships are the backbone of our success,” said Steve Cardinale.
From strategic insights to unforgettable experiences, Iceworks 2025 showcased what makes New Sunrise truly unique: a network that continues to innovate, collaborate, and lead with purpose.
As one delegate put it: “New Sunrise doesn’t just help us grow our business, they help us stand out.”
The 2025 Snowball Award Winners
| Snowball Account Manager of the Year 2025 | Julia Fahey Metcashy |
| Snowball Supplier of the Year 2025 | Bega Group |
| Snowball Retailer of the Year 2025 | Rob Pincevic X-Roads Cranebrook |
| Snowball Enjoy Local Community Award 2025 | Dunning’s Fuel |
| Golden Loo Award 2025 | South West Fuel Cootamundra |
ACAPMA
