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MICE 2024 to unveil new presentation series

MICE 2024

The Melbourne International Coffee Expo is set to unveil a new presentation series that will unpack a range of topics to support, challenge, and inspire the Australasian coffee market.

A new year heralds a new edition of the Melbourne International Coffee Expo (MICE), which will take place 12 to 14 May at the Melbourne Convention and Exhibition Centre.

MICE will forever uphold its purpose of connecting buyers and sellers as a place to do business annually, and unite the coffee community as the largest dedicated coffee trade show in the Southern Hemisphere. However, all good events must evolve.

The expo is proud to announce a series of educational sessions that will take place on the show floor to target the café market, and for international visitors, a new Global Coffee Report Symposium series to tackle the industry’s toughest, and most prominent issues.

“We’ve been looking for a new element that would add value to the experience for attendees and visitors alike,” MICE Show Director Lauren Chartres says.

“It’s been in the works for a while now, and we believe this educational series for the café market will encourage the industry to be open and transparent about key developments and topics that deserve further attention.

Equally, the Global Coffee Report Symposium ‘Down Under’ will invite leaders in fields of expertise to discuss environmental and climate, supply chain, and economic outlooks that will impact Asia Pacific business, and the industry abroad.

“Our goal is to invite a wide range of speakers involved with different viewpoints on subjects that matter to our international and Australian audience,” Chartres says. “It’s about opening things up for discussion, being transparent, and inviting the industry to unite on topics that matter, because at the end of the day, all businesses are influenced by global trends and challenges. It’s how we address them and move forward that matters.”

The international participation of visitors to MICE is crucial to having the event recognised as a global affair. In 2023, 7 per cent of visitors travelled from abroad, and in 2024, MICE organisers hope to grow that figure.

Already, international businesses to have booked their exhibition space include the Brazil Specialty Coffee Association and Nepal Coffee Producers Association; Hazel Origin Coffee, Loring, VortX KleanAir, and Loring Smart Roast from the United States; iRm Coffee Roasting Machines from Greece; Kalerm, RongCheng Packaging and Jetinno Intelligent Equipment of China; and Rixos Group Plc from Ethiopia.

Chartres says it’s important that business representatives start planning their trip to Melbourne. Overseas visitors may need to apply for a visa before entering Australia. There are several types of visa that may be applicable depending on planned activity, and the destination of travel. All international visitors who require a visa should lodge their visa applications at least six to eight weeks prior to the intended date of travel.

To assist in the streamlining of the visa process, all visa applicants should ensure that their applications are completed fully, and that all documentary and evidentiary requirements are addressed and met. The MICE team are available are ready to assist on all matters of visa inquiry.

“Melbourne is the epicentre of Australia’s coffee culture. It’s the central hub for business deals in the Asia Pacific, and a market the world constantly looks to for inspiration. At the same time, for international brands looking to connect with the Australian and broader Asian market, MICE is a place to generate leads, make new relationships, and gain a greater appreciation for the diversity and quality of our industry,” Chartres says.

“You need to make Melbourne a priority in 2024 if you want to do business here, and MICE is the perfect place to make that happen. To make it that little bit more incentivising, come for our Symposium, the coffee shops, and explore everything the Australian community has to offer, from our hospitality, landmarks, and superior restaurant culture.”

As MICE enters its 11th year, its evolution and relevance remains of utmost importance, tied with its DNA as a platform to connect buyers and sellers. It’s this combination that makes it a truly unique expo unlike any other on the international circuit.

“The growth and evolution of MICE is really important to us and we’re excited to add value to our target market,” Chartres says.

“We want to position the Australian coffee scene as one of the world’s leading and most engaged, which we’re confident we can continue to do this in 2024.”

To find out how you can be involved at MICE2024, or to attend, visit
internationalcoffeeexpo.com

This article was first published in the January/February 2024 edition of Global Coffee Report. Read more HERE.

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