Melbourne International Coffee Expo (MICE) continues to champion the international coffee industry with a new addition to the event’s program focusing on origin.
The new Trip to Origin feature will welcome coffee farmers, green-bean traders, coffee boards, and embassies from the world’s coffee origin hotspots to address the challenges and opportunities that coffee growers face.
Designed to foster both connection and education, Trip to Origin will feature an education stage built for panel discussions and presentations, interactive tasting areas, and opportunities for direct engagement. It aims to help close the knowledge gap between consumers and origin communities.
Siobhan Rocks, MICE Show Director and General Manager of Events at Prime Creative Media explains how the Trip to Origin’s activation stems from harnessing the success of the Australian Latin American Business Association (ALABC) at MICE2025.
“Trip to Origin builds on the success of MICE2025 by introducing a whole new layer of insight and engagement,” she says.
“Given the incredible turnout at last year’s event, it’s vital we continue to grow our audience’s understanding of and relationship with the farmers and traders; the beating heart of the industry.”
The ALABC occupied multiple stands at MICE2025 while offering tastings, providing insights into the start of the coffee supply chain, and showcasing the intricate process of coffee production.
The new Trip to Origin program will allow baristas, roasters, and coffee lovers to experience and connect with coffee farmers from all corners of the globe.
By recreating the sights, stories, and flavours of origin on the MICE show floor, this feature gives visitors a taste of what it’s like to travel to the source. It’s a chance to ask questions, hear firsthand experiences, and explore the journey of coffee from crop to cup without leaving Melbourne.
“Trip to Origin offers a powerful platform to share your story and connect with a global audience,” says Rocks.
MICE2026 will take place at the Melbourne Convention and Exhibition Centre in Australia from 26 to 28 March 2026.
For more information on MICE2026, visit internationalcoffeeexpo.com
