After several years a part, the coffee community’s interest in the 2022 Melbourne International Coffee Expo is bigger then ever with exhibition space selling fast.
February 2022 marks three years since the Australian coffee industry was last able to gather at the Melbourne International Coffee Expo (MICE). When the industry finally reunites from 27 to 30 September, the rest of the world will join it, descending on Melbourne for the 2022 World Barista Championship (WBC).
MICE Show Director Lauren Winterbottom says with such huge demand, exhibition space at MICE2022 is filling fast.
“They say absence makes the heart grow fonder, and from the interest we’ve seen in MICE 2022, that’s definitely the case,” Lauren says.
“People miss each other, the opportunity to connect with new friends in coffee, and the chance to conduct business face to face – all of which is going to be happening at MICE2022.”
Espresso Mechanics is a long-time sponsor and exhibitor of MICE. National Sales, Marketing & Installations Coordinator Carly D’Agostino says she is excited to see how the coffee industry has grown in its time apart.
“We have been doing MICE every year for as long as I can remember. It is always good to see our customers but also see what other companies are up to in terms of equipment as it is always evolving every year,” Carly says.
“I think it will bring a lot of us together. We haven’t been able to take part for over two years now. We will definitely see how every company has evolved in the time away. It will allow anybody attending MICE to see all the new innovations of machine technologies and coffee making.”
Carly also hopes to see some fresh faces at MICE2022.
“I think it is great to experience MICE at least once,” Carly says. “You can showcase what you have to offer, whether its coffee, brewing gear, coffee equipment, coffee roasters, the list goes on. It’s great exposure for your brand.”
For Cameron McDonald, Business Development Manager and Water Filtration Specialist at Bombora Coffee + Water Supplies, MICE2022 will be a chance to share products or experiences and re-engage or reconnect with the community at large.
“Like most of the coffee industry, our team thrive on interactions at trade shows. It’s where new products, techniques, applications and opportunities arise and relationships are formed,” Cameron says.
“This event offers an opportunity for the entire industry to connect with one another in person, within a neutral space. The industry at large has had to pivot and adapt to the constant changes in the way business is carried out recently but, ultimately, people like to interact with people and we are all very excited to be having that opportunity once again.”
Distributing many international brands, like Hario and Acaia to name a few, Bombora is excited to show the wider industry why Australia is a leading force in coffee.
“The [WBC] is an amazing draw card that Australia is fortunate to be hosting this year. It is a wonderful opportunity to highlight our local talent and witness new trends and techniques from around the world,” Cameron says.
“The greatest contribution will be to inspire the next generation and enhance Australia’s standing within the specialty coffee community.”
Cameron says MICE attendees can expect to see many interactive demonstrations and a plethora of samples on hand to play with and enjoy from Bombora and other leading exhibitors.
“We plan to present attendees with the latest trends and unique product offerings of interest to café owners, coffee roasters, service technicians, and brewing enthusiasts alike,” he says.
“MICE has proven itself over the years to be a great platform for engaging with the broader coffee community, allowing businesses to promote their brand and offering as well as interact socially. If you are going to do one coffee show a year, it has to be MICE.”
After three years without a dedicated coffee exhibition, Five Senses Coffee Strategic Project Manager Ben Bicknell says the roaster’s challenge is narrowing down what to present at the event.
“First and foremost, we’re excited to showcase the latest efforts from our producer partners – we’ll have a delicious array of their fresh arrivals on bar as both single origin filter and espresso, and in our cracking house blends,” Ben says.
“In addition, we know that some of our long-term equipment partners have exciting new product releases which we’ll be featuring plus we’ll have a few fun surprise releases to share with everyone.”
The WBC serves as a cherry on top to Five Senses, and Ben says the competition will hopefully provide Australia with just one more reason to celebrate.
“After a long time not being able to travel and welcome the visiting coffee pros who normally grace our shores, the WBC will bring a great injection of fresh energy, ideas, and celebration to the event,” he says.
“We’re looking forward to seeing the leading barista techniques and conversations that are presented on stage infuse into our wider community. Hopefully, hosting such an iconic event will inspire existing and new coffee people to get more involved in the industry.”
MICE is the largest coffee-dedicated expo in the Southern Hemisphere, with almost 12,000 people attending the 2019 event. Ben says he is excited to share a coffee with “likeminded folks” after a few difficult years for the coffee and café industry.
“Not only is it an opportunity to check out the latest and greatest in coffee, equipment, and suppliers but I think it’ll be a bit of a celebration for coffee people – we’ve made it out the other side of some very challenging times,” Ben says.
“This is a unique opportunity to showcase what you do and who you are to a passionate and engaged audience – and this year more than most it’s going to be a great celebration of what Australian coffee has to offer.”
To book one of the last remaining stands, contact the MICE team: firstname.lastname@example.org
For more information on MICE2022, visit www.internationalcoffeeexpo.com
This article appears in the February 2022 edition of BeanScene. Subscribe HERE.