Come to learn, taste and connect with the best of Australia’s roasters at the Melbourne International Coffee Expo (MICE), a premier global coffee trade show. This is a great opportunity to engage directly with cafe owners, hospitality professionals and retail stockists eager to explore the latest innovations and products to enhance their businesses. Consider exhibiting to be part of Melbourne’s vibrant coffee legacy and witness firsthand the trends shaping the future of specialty coffee across the globe.

Beyond the beans, the show floor is a high-energy arena featuring world-class barista competitions, cupping sessions, and educational workshops. Whether you are showcasing heavy-duty machinery or the latest sustainable packaging solutions, this coffee expo offers an unparalleled environment to spark high-value partnerships. It is the annual “town square” for the Australasian coffee industry, providing a stage where brand authority is built and commercial deals are sealed over the perfect pour.

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• With its rich coffee culture, Melbourne is recognised as a global coffee capital. MICE strengthens this identity by celebrating the industry’s diversity and drive for innovation, placing your brand at the heart of an obsessed market.
• Coffee’s universal appeal makes MICE an engaging platform to captivate attendees through interactive displays, tastings and demos. Sensory experiences are the fastest way to build brand loyalty with discerning specialty coffee professionals.
• MICE attracts more than 30,000 visitors, including industry professionals, buyers, café operators and coffee enthusiasts, all eager to discover new products and services. This sheer volume of traffic ensures your sales pipeline remains full long after the event concludes.
• Join the industry’s best at a show that has been a pivotal event for the Asia-Pacific coffee market since 2012, solidifying its reputation as a leading coffee trade show. Aligning with this legacy gives your brand instant credibility and prestige within the international circuit.
• As the only event in Australia dedicated exclusively to coffee, MICE offers exposure in a highly specialised market. You aren’t competing with general food vendors, ensuring every visitor at your booth has a specific interest in the coffee supply chain.
• From small businesses and start-ups to baristas and home brewers, this coffee expo fosters an inclusive environment where innovation thrives, and all voices are heard. It is the perfect launchpad for disruptive tech or niche products looking for early adopters.

Who Attends the Melbourne International Coffee Expo (MICE)?

• Café owners, operators, and entrepreneurs visit to source the latest equipment, beans, and ancillary products to stay competitive in the high-stakes Australian hospitality market. They are looking for reliable suppliers and innovative solutions that improve service speed without sacrificing quality.
• Roasters and green bean buyers attend to network with international growers, discover new origins, and evaluate the latest roasting technology. For them, MICE is a critical sourcing trip and an opportunity to benchmark their products against the best in the world.
• Professional baristas compete in prestigious championships and sharpen their skills with the latest brewing gadgets. They act as key influencers who recommend specific machinery and tools to their employers and peers.
• Retail buyers and representatives from major grocery chains and specialty boutiques seek the next hero product for their shelves. They focus on retail-ready packaging, sustainable sourcing, and unique flavour profiles that appeal to the home-brewing demographic.

• Manufacturers of professional-grade coffee equipment, including espresso machines, grinders, brewing devices and more
• Green bean suppliers and traders, exporters, importers and distributors
• Roasters, including micro-roasters and specialty roasters
• Technology innovators focused on sustainability in packaging and sourcing
• Specialty coffee brands and franchises
• Hospitality and retail suppliers
• Food and beverage brands creating complementary products like tea, syrups and alternative milk options

Tips for Exhibitors

• Optimise for high-volume cupping. If you are a roaster, ensure your booth layout allows for a flow of visitors so that cupping sessions don’t block the aisles.
• Coffee machinery is power-hungry, so double-check your wattage requirements with the MCEC early to avoid mid-show outages during peak demo times.
• Use the aroma of fresh roasting or brewing to draw traffic from three aisles away; nothing beats the “smell factor” in a food and beverage hall.
• Many café owners attend ready to make purchases. Provide exclusive expo discounts on equipment or opening orders to close deals on the spot.
• If you have multiple shows in a year, pick reliable displays that move with you. From lightboxes to non-illuminated frames, and from foldable and fabric tube types to modular displays for your event needs.

As much as Exhibit Central loves trade shows, we are not the event organisers. Let the organisers know you’re interested in participating.

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