MICE: 10 years young

Melbourne International Coffee Expo

The renowned Melbourne International Coffee Expo is set to reunite the global coffee community once again, celebrating its 10-year anniversary in 2023.

When people think of Australia, they imagine sweeping landscapes, picturesque beaches, quality coffee, and dangerous wildlife. While the latter can be overdramatised, the rest of the stereotypes are true, particularly its thriving coffee culture.

It’s this esteemed espresso ethos that will be on display when the coffee world gathers for the Melbourne International Coffee Expo (MICE) from 17 to 19 August 2023 at the Melbourne Convention and Exhibition Centre (MCEC).

“More than 15,000 visitors experienced the Australian coffee scene firsthand when they attended the ninth instalment of MICE in 2022. The 2023 edition already has 80 per cent of Australian representatives expected to attend, a testament to its Australian roots,” says MICE Show Director Lauren Winterbottom.

Lauren says MICE2023 is set to be Australia’s most anticipated coffee event of the year.

“Returning features include Roasters Alley, Roasters Marketplace, Origin Alley, Cupping Room, and the Product Innovation Awards. There will also be plenty of new additions to continue evolving the expo and ensure we celebrate the 10-year milestone in style,” she says.

The MICE2023 Show Director says exhibiting is the best way to showcase your brand to thousands of qualified attendees and connect with one of the most sophisticated global coffee markets.

“Every market is represented at MICE, and what better place to start forming those essential relationships with future partners and customers?” she asks.

One company to already secure its place in the expo as an exhibitor and supporting sponsor is reusable coffee cup brand Made by Fressko.

“As an Australian business, it is very important to us that we are connecting directly with our buyers,” says Made by Fressko Director of Marketing and Partnerships Hayley Culley.

“[At MICE2023] we will be showcasing our new products and seeing what else is happening in the industry. It’s also a great place to connect with people who have a genuine passion for all things coffee.”

Hayley says MICE is the ultimate hub of coffee connoisseurs, innovators, and brewers.

“We love being a part of MICE as it provides us with an opportunity to speak face-to-face with our audience, meet others in the community and of course, grow our business. If you’re in the coffee industry, MICE should be a non-negotiable on the calendar, every year,” she says.

Another company that believes MICE2023 to be a must-attend event is Bombora Coffee + Water Supplies.

“MICE has always been the number one show for the coffee industry in Australia. Attending the expo is a great way to forge new relationships, catch up with old industry friends and explore the latest products and newest innovations that companies have to offer,” says Bombora Coffee + Water Supplies Technical and Products Manager Joe Le Mura.

Being a proud Australian-based company, Bombora will celebrate its 20th year of operation in Australia in 2023.

“We are always looking for opportunities to showcase Australia’s coffee culture to the world. We see Australia lead the world in so many sectors of the coffee industry, so being a part of that and having the opportunity to provide products and support to some of the best baristas, brewers, and roasters in the world is both a privilege and an honour,” says Joe.

As a primarily online business, Joe says MICE2023 will give customers an opportunity to get their hands on its extensive product range.

“MICE2023 also allows the Bombora Team to reconnect with the industry in a space that unveils the newest, hottest, and most popular products from the coffee industry’s most sought-after brands. As always, we have an amazing line up of brands for MICE2023. We will share our space with representatives from some of the leading brands that we distribute for, including Fellow, Comandante, Brewista, and Toddy,” he says.

“The Bombora team looks forward to welcoming customers, suppliers, friends, and colleagues to our stand to enjoy a few laughs, some informative and educational discussions. And of course, great coffee.”

Flavoured syrups brand Naked Syrups similarly considers the Australian coffee industry to be a market leader. Naked Syrups Business Development Manager Ryan Kalatzis says supporting the local market with on trend products and ideas is extremely important in helping local businesses grow.

“We are passionate about supporting the local Australian market with our Australian made, Vegan Australia Certified offering,” says Ryan.

He adds that gaining valuable insight and ideas giving the company the opportunity to evolve and adapt to align with its customers’ current needs.

“MICE2023 is a great place to connect within our industry, discuss ideas, insights, and trends to keep up to speed with the ever-changing nature of our industry,” Ryan says.

Melbourne-based specialty coffee roasters The Bean Cartel also believes MICE is a great way to expand networks and cultivate new relationships in the industry.

The Bean Cartel National Sales Manager Melissa Glentis says the roastery is eager to showcase its brand, products, and all the innovation it has been working on over the past few years.

“Most importantly, we look forward to connecting with all the coffee lovers from around the world. I love the social networking aspect and have made some incredible friendships from MICE from people all over the globe,” says Melissa.

As an Australian-owned coffee roaster, Melissa says The Bean Cartel is proud of what it has achieved and produced.

“We continually look to grow, challenge, and improve our products. At MICE2023 we will get to work alongside some of Australia’s best coffee roasters, who keep us on our toes, and force us to keep levelling up,” she says.

MICE2023 Show Director Lauren says with so much of the coffee community brought together yearly, the opportunities to generate businesses, start partnerships, and connect will only increase with involvement in MICE.

“From its beginning in 2012, MICE has remained Australia’s largest and only coffee-dedicated trade show, connecting buyers and sellers, and bringing industry members together,” Lauren says.

“With thousands of attendees predicted to pass through the MCEC’s doors, it’s the perfect opportunity to develop new business.”

Lauren looks forward to the global coffee industry experiencing this first-hand.

“MICE attracts a quality audience and provides us with the opportunity to connect the Australian and international coffee communities Visitors can engage with coffee roasters, baristas, green bean traders, coffee producers, equipment suppliers, and machine manufacturers,” she says.

“There’s less than a year to go, and we can’t wait.”

For more information, visit internationalcoffeeexpo.com

This article appears in the February 2023 edition of BeanScene. Subscribe HERE.

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