MICE delivers unmissable access to Asia Pacific’s coffee market

Best of Show MICE2016- (134 of 280)

The sixth edition of the Melbourne International Coffee Expo (MICE), to run from 30 March to 1 April next year, will again present those in the industry with a key opportunity to initiate new business relationships.

MICE is Asia Pacific’s largest specialty coffee show. Last year’s event featured 120 exhibitors and attracted 9,213 people.

Of those visitors, 34 per cent were café owners, 20 per cent were coffee roasters, and 20 per cent were baristas. What’s more, 38 per cent of last year’s attendees reported they had come to recommend or appoint suppliers.

In other words, MICE is a once-a-year opportunity for exhibitors and sponsors to stake their positions in the coffee market.

As last year’s exhibitor list – which sees coffee rosters listed alongside dairy processors like Pura, Devondale and Parmalat as well as the likes of packaging company Pac Trading – illustrates, the event is not just for coffee growers, roasters and importers.

Those from the broader food and beverage sector – equipment suppliers, dairy processors, packaging manufacturers, technology suppliers, and so forth – are also integral to MICE.

It makes sense, therefore, that Food & Beverage Industry News has been named official media partner for MICE2017.

What’s on

2017 will see the return of event favourites like Melbourne Coffee Week, the MICE Product Innovation Awards; the Royal Agricultural Society of Victoria Australian International Coffee Awards; Sensory Lab Brew Bar; Roasters Alley; and Origin Alley.

In addition, a number of new features are set to debut in 2017:

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

The Lounge will serve as the setting for ASCA Australian Brewers Cup. It will be the viewing platform for the competition, including a tasting bar where participants will be able to sample some of the same coffees used in the competition.

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 – and right next door – to MICE, the event will host premium tea suppliers and related products.

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 their expertise in their chosen field.

Show Director Simon Coburn is confidant MICE will continue to go from strength to strength.

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


Secure your position at MICE2017 today, contact event.organiser@primecreative.com.au or call +61 (0)3 9690 8766. For more information, visit internationalcoffeeexpo.com