The first speakers for the GCR Leaders Symposium at Melbourne International Coffee Expo have been announced and tickets are on sale. Taking place from 20-21 March, the morning series of panel discussions is aimed at roasters, business operators, and key industry decision makers.
Leading the two-day symposium is keynote speaker Gerd Mueller-Pfeiffer. With more than 25 years’ experience in the coffee industry – primarily at the world’s largest coffee company, Nestlé – Mueller-Pfeiffer brings a wealth of knowledge and expertise to the table, and to Australian audiences when he delivers the keynote presentation on 20 March on ‘the changing coffee culture and the megatrends shaping its future’.
“Coffee is more than just a beverage. It is a global phenomenon, a cultural connector, and a multi-billion-dollar industry undergoing significant transformation,” says Mueller-Pfeiffer.
“Coffee is at a crossroads: innovation, sustainability, and cultural shifts are shaping the next decades. Businesses that adapt, invest, and innovate will thrive, while those resistant to change may struggle.”
During his presentation, Mueller-Pfeiffer will discuss six key themes that will define the future of coffee in the years to come:
- Coffee as a global phenomenon
- Where will future growth be?
- The rising varieties of the coffee culture
- Will there still be coffee available in 2050?
- We need new business skills
- Summary and outlook: What’s Next?
- Opportunities and development within the Australian coffee market.
The second session on day one of the symposium will be a panel session dedicated to ‘emerging coffee cities’, with representation from Michael Meates, Founder of Day For It Hospitality; Shae Macnamara, Founder of Expat. Roasters, and Jody Leslie, General Manager of Toby’s Estate.
With more than 20 years of experience in the coffee and hospitality industry, Meates has dedicated his career to helping brands grow, scale, and succeed in some of the world’s most dynamic markets. Having worked across Sydney, Melbourne, London, California, and in New York for the past eight years, he brings a global perspective and a deep understanding of the specialty coffee scene and hospitality landscape.
“I’m incredibly excited to return to my homeland and be part of MICE this year. After years of working in the US market, developing hospitality businesses, and navigating the ever-evolving coffee and foodservice landscape, I’m eager to share my experiences and insights with industry peers,” he says.
“MICE provides the perfect platform to reconnect with old friends, forge new relationships, and engage in meaningful conversations about the future of coffee. I look forward to bringing a fresh perspective from my work in New York and exchanging ideas that drive our industry forward.”
Leslie spent eight years in various development roles at McDonald’s, including Vice President of Supply Chain ANZ before working as CFO and Chief Supply Chain Officer at Guzman y Gomez, Director of Supply Chain at Suntory Oceania, and GM of Toby’s Estate for the past six years. She will share her insights on Toby’s expansion into the United Arab Emirates and doing business in Dubai.
“The UAE is booming with business potential, so when the opportunity arose to open a flagship in Dubai, we jumped at the occasion. There are a lot of learning and considerations needed when making the decision to expand beyond Australian shores, and I’m thrilled to share those insights with the GCR Symposium audience in Melbourne,” Jody says.
Macnamara of Expat. Roasters will disclose the expectations and realities of doing business in Indonesia, and how service standards and training have helped grow a business with 643 wholesale accounts, with plans to enter Malaysia this year.
“I’m beyond excited to be back in Australia for MICE, reconnecting with the coffee community that shaped so much of my journey. Expat. Roasters started as a passion project in Bali, and it’s been incredible to see how it’s grown, pushing boundaries in specialty coffee while staying true to our craft,” says Macnamara.
“The industry is evolving faster than ever, and I can’t wait to share what’s next for us, exchange ideas, and be part of the conversations shaping the future of coffee.”
Prime Creative Media Publisher and former Global Coffee Report Editor Sarah Baker will moderate the event.
Tickets to the GCR Symposium are now on sale, click here to secure yours. See the full schedule below.
Day 1: Thursday 20 March
Changing coffee culture: The megatrends of a global industry including mergers, consolidation and acquisitions – keynote speaker Gerd Mueller-Pfeiffer
Global coffee hot spots: the next emerging coffee cities, doing business in a foreign market, how to carve your niche in a saturated market, how to take the next step in expansion, and what defines global business success – Michael Meates, Shae Macnamara, Jody Leslie
Day 2: Friday 21 March
The logistical challenges we face: transportation and green bean supply obstacles the roasting community faces – now and into the future
Coffee at scale: the balancing act of coffee pricing for large companies, the evolution of quick-service coffee to embrace quality coffee, how it’s been done while growing consumer connection, and the role convenience businesses play in the coffee category.
