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So often the awarding of event competitions is in the hands of industry experts. Established palates get to critique the talent for Australia’s Richest Barista competition, and advisors vote on the most beneficial new releases in the annual MICE Product Innovation Awards. But this year, a new competition winner will be in the hands of the people.
For the first time, MICE2024 will host Australia’s Favourite Coffee competition. During the three-day expo, visitors will be invited to channel their inner coffee judge and vote for their favourite in order to crown the country’s best coffee.
“This is an award for the people, judged by the people of MICE,” says MICE Show Director Lauren Chartres. “We know how discerning Australia’s coffee customers can be. They’re the toughest critics and the real test of what it takes to cut through to the market.”
The competition will be open to all roaster exhibitors, with any category of coffee eligible to enter. Visitors will vote for their favourite coffee via the MICE app, or through QR codes at the roasters’ stands, throughout the event from 12 to 14 May at the Melbourne Convention and Exhibition Centre. The roaster with the highest number of public votes will win the inaugural title.
“The roaster named Australia’s Favourite Coffee 2024 can market the title on their packaging and branding going forward.
Blends, single origins, cold brews, or ready-to-drink beverages are eligible productions for submission in the competition,” says Lauren.
“We want participating roasters to have the chance to win ultimate bragging rights in what will be a hotly contested competition. And on the other side, we know that Australia has a really engaged coffee market, so we’re looking forward to giving them something new to critique this year.”
The Australia’s Favourite Coffee competition will run in addition to the annual MICE Product Innovation Awards, which features a People’s Choice category for attendees to have their say on the product worthy of this annual honour.
“MICE matters, but so do our attendees. As an expo entering into its 11th edition, we want to make every effort to know that your visit will deliver more than just free coffee,” Lauren says.
One roaster in the running to win the award is New South Wales-based 29 Coffee Roasters. Operations Manager John Ou says MICE is the ideal stomping ground to achieve its mission of bringing people together to enjoy coffee.
“Our company ethos is ‘behind every successful person is a lot of coffee’ and that’s why we’re participating in MICE2024. It’s not about our products, it’s about each individual who visits the show. Everyone comes together to discover what’s new in the industry,” says John.
“We’re looking forward to seeing coffee enthusiasts, professionals, and corporate entities come together, and share their inspirations. MICE2024 is definitely the place to be to align with the competitive market.
“Whether you’re from wholesale, retail, or hospitality, you’ll meet lots of industry experts and enthusiasts who are working very hard in the background to make better products and services. You will definitely discover something fresh, such as a new type of coffee you have never experienced.”
John says 29 Coffee Roasters will display its Inspire Blend, a light to medium roast, at the expo. It will also run a raffle at its booth, giving people the chance to win a one-year coffee subscription and a sample roasting machine. The draw will take place at the end of the last day of the show.
“MICE is the place to be inspired, so we hope to inspire with this blend and raffle, too,” he says.
“Winning the award would mean a lot to the team. It would justify the quality and taste of our beans and add value to consumers. It would encourage us to continue to work with the best people around the world to create special blends for coffee lovers.”
Another roaster exhibiting at MICE2024 is The Bean Cartel in Victoria. National Sales Manager Melissa Glentis says participating in MICE allows the brand to showcase its latest products and exceptional coffees, while also highlighting its individuality and dedication.
“We’re creating an engaging stand and will host live demonstrations to captivate attendees. Besides networking opportunities, we’re also leveraging social media to maximise our reach. Our goal is to make a lasting impact, nurture leads, and forge valuable partnerships from this exciting event,” says Melissa.
Melissa says MICE serves as a powerful connector, uniting the roaster with others who share The Bean Cartel’s passion for coffee and innovation.
“We’re super excited about our participation in MICE because it’s more than just an industry event – it’s a vibrant social gathering. Connecting with fellow professionals and engaging with the broader public is always a highlight for us. Each year, we have the pleasure of meeting individuals from diverse backgrounds and cultures, truly embracing the event’s global reach,” she says.
She adds that attending the expo is a must for anyone passionate about the coffee industry.
“It’s an unparalleled opportunity to witness the latest trends and innovations shaping the field. Moreover, it’s a fantastic occasion to indulge in some of the most remarkable coffee varieties available. From specialty blends to unique brewing methods, the Expo offers a sensory journey that coffee enthusiasts won’t want to miss,” says Melissa.
The Bean Cartel will showcase nine different single origin coffees at its exhibitor stand for attendees to vote on, featuring coffees such as a Colombia Guava Banana and Ethiopia Uraga GR1 Natural.
“On the first day of MICE, which is Mother’s Day, we will be highlighting and doing a cupping session on our stand with female-only producers,” says Melissa.
“By the last day we hope to be crowned with the Australia’s Favourite Coffee award. This would be an incredible honour and give us bragging rights for the year to come.”
This article appears in the 2024 MICE Showguide. Read more HERE.
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