[[{“value”:”Image: Prime Creative Media
Returning to its regular spot in the global coffee events calendar, Melbourne International Coffee Expo will be the world’s destination for coffee once again in March 2025.
Since its inception in 2012, Melbourne International Coffee Expo (MICE) has become one of the world’s most dynamic, innovative, and essential coffee tradeshows. Its reputation as the place to network and do business has prospered over its 12-year history, earning MICE the top spot as the Southern Hemisphere’s leading industry event.
In 2025, the three-day expo will take place from 20 to 22 March, when industry movers and shakers from around the world will gather to witness the latest equipment releases and new technology from manufacturers, experience origin with international green bean representation, share knowledge with industry leaders via educational platforms, and do business under one roof.
The MICE2025 team have been working behind the scenes to build on the event’s success and create a year-round supportive community for businesses that exhibit and attend. The next incarnation promises all the best bits MICE is known and respected for, as well as some exciting new segments.
“MICE has always been an international event, but for 2025 we want to put it firmly back on the international calendar in its original slot in March and that’s where it will stay going forward,” says MICE Show Director Lauren Chartres.
“Melbourne is the world’s coffee capital, so we’re making MICE the world’s destination for coffee. Moving the expo back to its regular spot in March enables the coffee industry to plan their year around the event and ensure they don’t miss out on the action.”
One of the notable new additions to MICE2025 is the establishment of an advisory committee of industry leaders, who are playing a crucial role in ensuring the event serves the needs of the international coffee community. The group includes representatives from La Marzocco, San Remo, Service Sphere, Single O, Bombora, St Ali, Riverina Fresh, and Veneziano Coffee Roasters.
“We introduced an advisory committee to ensure MICE is delivering for the industry. While we’ve had brilliant feedback from last year’s event, we continually strive to make each expo bigger, better, and more valuable for businesses,” says Chartres.
“We’re ensuring the event continues to grow the industry, and having the unique industry insights of each of our committee members is invaluable. Collectively, they’ve visited hundreds of tradeshows as exhibitors and know what works well for businesses that exhibit and individuals that attend.”
Image: Prime Creative Media
Barry Moore, Managing Director of La Marzocco Australia, is a member of the board and highlights the important role the event plays in representing the diversity of the industry.
“Australia’s rich coffee heritage has evolved over the past 30 years into a hotbed for creating and establishing one of the most modern and sophisticated coffee and café scenes,” says Moore.
“What has become part of our national identity and tourism brand deserves a celebratory moment each year, with the people who make up our industry. The MICE advisory board is focused on creating a show that represents the rich diversity of our industry and supports it through meaningful guidance and fresh insight. This helps cafe operators do better business, educates end drinkers on sustainability and the coffee berry’s journey from origin to local café, and elevates the industry as a whole.”
A key takeaway from the first advisory board meeting was introducing activation events across Melbourne during the week MICE takes place.
“The show will also help elevate to consumers through activations across the city, not just at the show, about how proud we are of coffee heritage and to highlight the premium nature of specialty coffee. This is especially important when so many are being squeezed by macro-economic trends right across the value chain, with a reset being required around the cost of a cup of coffee,” he says.
“I believe the reimagined MICE format that is being developed is a bold step forward. It not only gives the local coffee community something to get excited about but will be inspiring enough to get people on a plane from London, New York, or Seoul to experience the show, meet old friends, and hopefully make many new ones, all while experiencing Melbourne’s world class hospitality – a trip worth making in its own right.”
Another first for MICE2025 is the Roaster’s Playground. A space for smaller businesses that might not usually be able to afford to exhibit, the new area will enable micro-roasters to participate in the event and showcase their beans on the global stage.
“There are a lot of smaller businesses in the coffee industry, family set-ups with just a handful of employees. These roasters are an integral part of the coffee community, so we’re eager to introduce a way for them to get involved with the event and for their voices to be heard,” says Hernan Jaramillo, MICE Business Development Manager.
“The Roaster’s Playground gives these micro-roasters the opportunity to showcase their brands at a much lower price point. As the name suggests, the Playground will be a space for attending baristas and café owners to ‘play’ with different coffees and engage with roasters.”
Image: Prime Creative Media.
Alongside the new additions to the event, of which there are more to be announced over the next few months, the popular Global Coffee Report Leaders Symposium is set to return. Following the success of the 2024 event, the series of breakfast discussions will feature industry trailblazers from across the world and will discuss a broad range of current topics, themes, and challenges.
Alejandro Cadena, Co-Founder and CEO of Colombian specialty green-bean importer Caravela Coffee, was one of the speakers to take part in 2024’s Leaders Symposium, where he discussed the incoming EU Deforestation Regulation (EUDR) with other industry professionals.
“I thoroughly enjoyed the GCR Symposium for its unique opportunity to connect with both coffee and non-coffee professionals. Participating in a panel with such diverse and knowledgeable panellists was a highlight, as it fostered rich discussions and the sharing of valuable insights and experiences,” says Cadena.
“EUDR legislation is a crucial but often misunderstood regulation within the coffee industry, with potential far-reaching impacts on the entire value chain. Sharing Caravela’s expertise and our perspective on this landmark legislation with the industry is essential. By fostering a deeper understanding of these critical issues, we can collaboratively develop solutions to the many challenges facing the coffee sector.”
As a regular attendee of MICE, Cadena stresses the importance of the event for international businesses like Caravela.
“MICE provides an excellent opportunity to connect with many coffee professionals who are not often seen,” he says.
“The coffee industry is vast and complex. International events like MICE and the GCR Symposium are crucial as they provide a platform to connect with and learn from individuals with diverse experiences. These conversations are invaluable for sharing ideas and advancing the coffee industry.”
Andrew Hetzel of Hawaii-based market analysis specialist Coffee Strategies was also part of the Leaders Symposium discussion on EUDR. He says he was honoured to be included on a panel with such knowledgeable speakers.
“The diversity of perspectives provided an overview of EU anti-deforestation regulations with more depth than any single panellist could provide. The two-hour duration of the session allowed the presenters and audience to explore various issues comfortably. I rarely leave my own speaking session more informed than when I arrived,” he says.
“Coffee events drive trade but also inform, educate, and inspire attendees in ways that are difficult to quantify in dollars and cents. MICE provides a non-partisan forum for professionals to communicate with one another – to share information, ideas, opportunities, and solutions to shared problems that may otherwise be more difficult to resolve independently.”
Also returning to the show will be the MICE Product Innovation Awards, judged by an independent panel of industry professionals; and Australia’s Favourite Coffee, voted for by attendees.
“Every year, attendees travel from all around the world to interact with the international coffee community at MICE. It’s where innovative, education, experience, and community all collide under one roof,” says Show Director, Lauren Chartres. CR
To get involved or for more information, click here.
This article was first published in the September/October 2024 edition of Global Coffee Report. Read more HERE.
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