For the past seven years, the Melbourne International Coffee Expo (MICE) has called the Melbourne Showgrounds home, but the time has come to move.
“For the first time in 2019, MICE will take place at the Melbourne Convention and Exhibition Centre (MCEC),” says MICE Show Director Simon Coburn.
“We listened to exhibitor feedback, and we’ve responded with a more central and professional expo environment, suitable to withstand any weather condition – rain, hail, or shine.”
MICE launched in 2012 with the purpose to connect buyers and sellers, and bring industry members together in a dedicated space.
Since then, many individuals and businesses have supported this vision. The event has gone on to achieve wonderful memories at the Melbourne Showgrounds, including hosting the World Barista Championship (WBC) in 2013 and World Latte Art Championship in 2014, but the event has never lost sight of its original focus.
“Seven years ago, Australia was one of the most sophisticated coffee countries in the world, but it didn’t have a coffee dedicated tradeshow until we launched MICE,” says Brad Buchanan, Chairman of the MICE Organising Committee.
“From the beginning, MICE was created to generate opportunities for businesses, to start partnerships, and for the coffee community to connect. It was never about celebrating new product launches, that was just an outcome. MICE has evolved to become an exciting part of the Australian and world coffee community fabric. It exists as a collaboration.”
Each year, that collaboration occurs between hundreds of exhibitors and visitors, such as industry leaders, influences, business owners and employees representing the entire supply chain. This includes producers and coffee importers, espresso equipment and brewing manufacturers, coffee roasters, roasting equipment, baristas, and more.
“The fact that MICE is now recognised as a global attraction, much like World of Coffee and the Specialty Coffee Expo are each year, is proof that it’s fulfilled its core purpose, and its voice in the market is ongoing,” Brad says.
MICE Show Director Simon adds that the relocation of MICE is set to position the national coffee expo as a more universally attended event.
“MICE’s centralised position will boost international travellers who want to explore Melbourne’s café scene as much as our dedicated coffee event,” Simon says.
“Before its inception, there wasn’t a consolidated time or place for world coffee influences or producers to make the long journey from Costa Rica, Ethiopia or Brazil, for instance.”
MICE is now the largest dedicated coffee show in the Southern Hemisphere and it provides an anchor point for international guests to connect with new and existing Australian customers.
“In its new home, I’m confident that MICE will boost its appeal across different segments of the supply chain, and its reputation across the globe,” Simon says.
MICE organisers also anticipate a greater number of foot traffic from public coffee lovers given its accessibility.”
There’s a designated tram stop out the front of MCEC and two major railway stations – Southern Cross and Flinders Street – are nearby.
MICE 2018 attracted a total of 11,043 visitors, which is an increase from the 9,646 visitors in 2017, and our most successful MICE following the year it hosted the WBC.
Event organisers have also announced the new dates for MICE: 4 to 6 April, 2019.
“For the time being, there is no conflict with the dates of the 2019 Formula One Grand Prix, to which no official date has been released,” Simon says.
To ensure you make the most of your MICE experience, exhibitors are encouraged to book their premium space in MCEC now, and visitors to book accommodation soon for the best rates.
“There’s no better time to be involved in MICE. We’re excited to make MCEC our new home, and welcome the Australian and the international coffee industry to the coffee capital of the country – in what really will be in the heart of Melbourne,” Simon says. “After seven years, it’s pretty remarkable that MICE is achieving its intended purpose of bringing the industry together.”
For more information on MICE2019 or to exhibit, contact MICE organisers at event.organiser@primecreative.com.au or +61 3 9690 8766.
For more information, visit internationalcoffeeexpo.com