MICE2017: where the industry comes to play

Where will you be in 2017?

While the temptation of a European adventure to start the year sounds exciting, there’s just one weekend you need to be in Melbourne: 30 March to 1 April.

That’s right, Australia’s favourite coffee event, the Melbourne International Coffee Expo (MICE), is returning in 2017 – but with new dates.

“The change is a result of exhibitor feedback and not wanting the country’s top coffee event to clash with the Grand Prix, Arnold Classic, or any other event in Melbourne,” Event Organiser Simon Coburn says. “We want Melbourne – in fact the entire country – to be completely focused on coffee for an entire weekend, and moving the event later in March is the best way to satisfy our exhibitor needs, that of consumers, and avoid potential heat waves.”

Don’t say we didn’t warn you. Pencil “MICE” into your diary, add it to your iCalendar, and book your flights and accommodation soon for the most affordable outcome.

Heading towards its sixth year, Event Organisers are excited to announce a number of new features that will drive MICE into the next tier of world-class coffee trade shows. They include:

    • The return of all Australian Coffee Championship events under the one roof

The Australian Specialty Coffee Association (ASCA) will host the country’s most preeminent coffee competitions in the Grand Pavilion. They include the Australia Barista Championship, Australia Latte Art Championship, Australia Brewers Cup, Australia Cup Tasting Championship, and Australia Coffee in Good Spirits Championship.

    • Brewing Lounge

New to MICE in 2017, a Brewing Lounge will serve as the setting for the ASCA Australian Brewers Cup. The relaxing lounge setting will be the viewing platform for the competition, including a tasting bar where participants can sample some of the same coffees used in the competition.

    • More education

A series of training rooms will provide industry-recognised education in all aspects of coffee preparation from espresso through to filter. This will be a primary destination for baristas and coffee professionals from around the country looking to further expertise in their chosen field.

    • Tea Expo

Although tea has always been an offering at MICE, in 2017 it will take centre stage at the Australian International Tea Expo, presented by Australian Tea Masters. Taking place in conjunction with MICE, and right next door in a separate building, the event will host premium tea suppliers and related products.

    • Regulars

In addition to these exciting new events, good old favourite features will be returning in 2017.

This includes Melbourne Coffee Week, back bigger and better than ever, with registration opening nice and early.

The coffee industry’s answer to Good Beer Week, coffee businesses around Melbourne will be organising bespoke events from cuppings, to roasting workshops, to culinary experiences. The ambitious week is about raising awareness and appreciation of the city’s fine specialty coffee industry.

Also returning is the highly successful MICE Product Innovation Awards for the second year. The awards will recognise inventive new products launching in the year leading up to MICE. The opinions of an expert judging panel will accompany a People’s Choice Award.

Fast becoming Australia’s premier roasting competition, MICE is proud to be once again the official partner event of the Royal Agricultural Society of Victoria (RASV) Australian International Coffee Awards. The 2016 event attracted 658 entries from 143 local and international coffee roasters.

Back by popular demand is Roasters Alley, which will provide an affordable entry point for smaller roasters to take part in the Asia Pacific’s largest specialty coffee event.

Origin Alley will also return as a true origin experience. The stunning setting will transport visitors to the lands where coffee is grown, enabling a real sense of connection with coffee farms.

“We’re exited for the new features and opportunities MICE2017 will offer,” Simon says. “We encourage the coffee community to support the event that supports the industry we all love and respect.”

    • Facts and figures

MICE is known throughout the Asia Pacific as the largest and most exciting dedicated coffee event. Almost 10,000 café owners, roasters, baristas, equipment manufacturers, and service providers from more than 35 countries flock to this event annually in what has become the must-attend event for the industry.

For three days in March 2016, 9213 people came to touch, taste, try, and buy at MICE, which housed 120 exhibitors in the Grand Pavilion at the Melbourne Showgrounds.

Perfect Daily Grind summed the 2016 event up best when describing MICE as not just another trade show, but “the bee’s knees for everything coffee”.

Café owners and roasters made up the biggest demographic of this year’s attendees, representing more than 50 per cent. What’s more, one in five attendees were baristas.

“MICE is a one-stop-shop for café owners, a business hub for roasters, a connection platform for growers, and a network space for baristas,” Simon says.

MICE is a prime opportunity for coffee businesses to connect with the people driving the Australian coffee industry. It’s also a key environment for roasters to connect with the largest gathering of café owners in Australia. Year after year roasters walk away from MICE with strong leads that generate real business results.

As such, MICE is where origin organisations and coffee traders can best connect with the Asia Pacific roasting community. The event is a beacon for the region’s specialty coffee industry, and participating exhibitors can connect with the decision makers who purchase beans. At this year’s event, 16 per cent of attendees came to taste different coffees.

“One in six exhibitors launched a new product and 38 per cent of attendees said they came to MICE to recommend or appoint new suppliers,” Simon said. “After five years as a dedicated coffee trade show, MICE still proves to be an active hub for the industry to do business, generate leads, network, and make contacts.”

There’s only two hundred and something days to go, but who’s counting?

Secure your position at MICE2017.
Contact Event.Organiser@primecreative.com.au or call
+61 (0)3 9690 8766

For more information visit www.internationalcoffeeexpo.com.

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