MICE2025 shattered attendance records earlier this year, with Zest Specialty Coffee Roasters taking home the coveted, public-voted title of Australia’s Favourite Coffee.
There are many roasters that claim to be the best, but there are only two that have received the official title of Australia’s Favourite Coffee since the annual award was established at Melbourne International Coffee Expo (MICE) in 2024. And this year, with more than 30,000 coffee enthusiasts and professionals in attendance over the three-day event, the public-voted accolade went to the city’s own Zest Specialty Coffee Roasters.
The Zest team saw off competition from more than 40 other roasters taking part in MICE2025. Attendees were invited to live the life of a coffee judge for the day, tasting the coffees on offer and voting for their favourite via QR codes.
“Winning Australia’s Favourite Coffee at MICE is a huge honour for our team at Zest. But more than that, it’s a powerful validation of the Zest Way – our belief that exceptional coffee, delivered with genuine hospitality, creates real buzz, loyalty, and joy,” says Rod Greenfield, Zest Specialty Coffee Roasters CEO.
“We’re not just in the business of roasting coffee. We’re in the business of helping cafés thrive. When a visitor tells us that our team ‘created a feeling, an energy, a belief’ or that we made them ‘feel at home’ as a literal outsider, we know we’re doing something right. That energy flows through every cup and, ultimately, flows down to the café’s bottom line.”
The 2025 event marked the roaster’s 11th year exhibiting at MICE, with the team pulling out all the stops to create one of the most engaging stands on the show floor. The 360-degree bar offered four different experiences, including an espresso bar serving the roaster’s four core blends, a brew bar showcasing exceptional single origins, a signature drinks station dishing out crowd-pleasers all day, and the Game of Tongues arena where attendees were challenged to identify the Robusta from four coffee samples.
Zest’s engaging lineup paid off, with snaking lines of eager attendees queuing to take part in the activations and coffee fans voting for the roaster in their hundreds.
“This award, voted by the public, is especially meaningful because it tells us our flavour, values, and culture are resonating. It reminds us that hospitality still matters, that flavour sells the second cup, and that the Zest Way makes a difference – on both sides of the counter,” says Rod.
“We’re humbled, we’re grateful, and we’re more energised than ever to keep sharing Zest with the world.”
Over the three days, the Zest team served more than 5000 signature drinks – with the Zest Blanc, a velvety white coffee creation, being the most popular – poured more than 4000 coffees, and prepared more than 600 pourovers. Rod says the team wanted their stand to be both fun and educational, while also highlighting Zest’s 360-degree approach to café partnerships.
“Our core pillar at Zest has always been an emphasis on flavour, but it also extends to helping cafés thrive, which we do by supporting our partners and providing exceptional flavour,” he says.
“Cafés are doing it tough at the moment. We’ve talked to many coffee shop owners in the industry to find out what their biggest pain points are so we can work out how to best help them as their roaster. Our 360-support includes assisting with social media and marketing plans, providing reliable support in terms of equipment upkeep and maintenance, and ensuring deliveries are on time. We aim to ease their pain to fuel their gain.”
In challenging times communities come together, with MICE serving as a platform for people in the coffee industry to share knowledge, ideas, and support.
“MICE is an annual opportunity for the coffee industry to come together under one roof. Of course, our main aim of exhibiting is to connect with new café partners, but it’s also fantastic to be able to see the joy on consumers’ faces as they try our coffees,” says Rod.
“MICE is a community hub for Australia’s coffee sector. We’re very proud to be named Australia’s Favourite Coffee – it boosts our confidence that we’re doing the right thing and continuing to improve our offering and support our café partners.”
Roasters interested in being in with a chance to scoop the title in 2026 can sign up at internationalcoffeeexpo.com
This article appears in the June 2025 edition of BeanScene. Subscribe HERE.
