Reasons to visit MICE2023


Global Coffee Report shares the reasons why MICE is a must-attend event for the global coffee community.

A lot can be achieved in a decade: company growth, personal development, career succession, and more. It’s a timeframe of reflection, and one that evokes a sense of achievement and pride. In the case of the Melbourne International Coffee Expo (MICE), it’s 10th edition in 2023 will be a celebration of the business partnerships that have been created over a handshake, and the growth of a product that has gone from ‘new’ to ‘mature’ status. For many coffee professionals, MICE signifies the beginning of a career path and open doorway to endless possibilities.

It’s for these reasons, and many more, that the world will descend on MICE from 17 to 19 August.

Only dedicated coffee expo in the Oceania region

MICE is now known throughout the Asia Pacific as the largest and most exciting coffee event with about 10,000 coffee professionals and fanatics attending each year.

Last year, a record 15,056 attendees visited the expo over four days at the Melbourne Convention and Exhibition Centre, with 15 per cent international attendees from 71 countries.

“MICE is the biggest coffee family reunion of them all,” says Lauren Winterbottom, MICE Show Director. “We are excited to bring together this special community of largely talented, inventive, and quality-based individuals and companies representing the best of the industry. We can’t wait to show the world why MICE is truly one of the most unique coffee expos in the world and pull out all the stops for our 10th birthday celebrations.”

As the only coffee conference in the Oceania region, MICE2023 will feature more than 200 exhibitors showcasing the latest and greatest in roasting, manufacturing, green beans, cup packaging, dairy and dairy alternatives, ancillary suppliers and more. One of those exhibitors is Germany-based automatic milk frother Latte Art Factory.

Latte Art Factory Director of Marketing Lindsay Buescher describes MICE as “the most important coffee event in the Oceania region”.

“It is a great platform to learn about the newest innovations and developments in the coffee industry. From new brewing methods and equipment to the latest trends in coffee production and processing,” says Latte Art Factory’s Buescher.

Melbourne Coffee Week

The Melbourne Coffee Week is a week-long celebration of all things coffee in the lead up to, and including MICE. Many industry players celebrate the Australian coffee scene by holding or participating in registered events, such as new product celebrations, coffee cuppings, showroom events and industry talks from international guests.

“For us, Melbourne Coffee Week is our best opportunity to meet with both important players in the Australian coffee industry and the consumers who enjoy the fruits of our labour at the end of the coffee value chain,” Buescher says.

Product Innovation Awards

The MICE Product Innovation Awards recognise the best innovations from exhibitors in 2023. The Awards offer the chance for exhibitors to showcase their newest products to the wide-ranging MICE audience. An independent panel will critique the products based on creativity, industry need, and how well it will support the global industry, in order to deem the winner.

“It is an unmissable opportunity to not only showcase our innovative products, but to be active with participants in the community and gain valuable insights into regional trends and customer preferences,” says MICE Show Director Winterbottom.

International coffee producers

International coffee producers exhibit at MICE to showcase their coffee with the wider industry of coffee professionals, in the hope of forming business relationships. According to 2023 exhibitor, the Brazil Specialty Coffee Association (BSCA), on-stand cuppings are a great way to fast- track learning about taste and flavour.

“Australia is a very important market for Brazil and one of the best markets in the world of Brazilian specialty coffee, and specialty coffee in general for that matter. As such, MICE is the best opportunity for us to showcase our coffees to current and potential clients,” says Chris Allen, BSCA Head of Business Intelligence.

A showcase of Australian roasters

Coffee roasters from across Australia attend MICE annually as a platform to display their craft to café operators looking for new partnerships and product offerings. MICE visitors will find the majority of roasters in Roasters Alley, a designated area for roasters to celebrate and contribute to the vibrancy of Australia’s coffee culture – in the one space.

“Over the years I’ve visited MICE as both an attendee and an exhibitor. I’ve been very impressed by the dynamism of the Australian coffee market, especially at MICE itself. It’s an excellent opportunity to have some unique coffee, meet great people and watch outstanding baristas perform,” says BSCA’s Allen.

Product releases

MICE is an opportunity for the global coffee industry to present the latest in new products, partnerships, and technology to the Asia Pacific market.

For automatic packaging machine manufacturer ICA S.p.A, MICE2023 will be an opportunity to display its now established partnership with Australian sales representative and service support LACO Automation & Service.

“In our opinion, MICE is the best chance to meet with the most interesting coffee players and discover the latest technological advancements in the Australian, New Zealand and Pacific Island market,” says ICA S.p.A Export Sales Manager Sergio Vecchietti.

“This year we are excited to invest in an even bigger booth. We invite all coffee players to stop by because we will present some very interesting packaging innovations.”

Benchmark and be inspired

MICE is a platform in which visitors dream big and map their career progressions thanks to the people and products they become exposed to.

Equally, MICE and its reputation in the discerning Australian market has become a place that exhibitors look to benchmark their products. ICA S.p.A’s Vecchietti says the automatic packaging machine manufacturer is constantly striving to improve its machines because of Australia’s high standards.

“MICE is the most recognised and easiest way to keep up to date with all of the innovations and new trends characterising the coffee industry in Australia. You can meet and network with coffee industry stakeholders, coffee roasters, coffee beverage producers, and equipment manufacturers,” says Vecchietti.

An educational experience

For coffee industry veterans and newcomers alike, MICE is a chance to learn something new, whether it be developing sensory tasting skills, an understanding about green coffee, or roasting techniques.

“MICE is not only a great place to sharpen our skills and deepen our knowledge as coffee professionals, but also a lot of fun meeting new people, catching up with old friends and drinking a lot of coffee,” Vecchietti says.

The vibe

MICE is well and truly established on the global coffee event’s calendar. While it’s a wonderful business opportunity, visiting Melbourne is an opportunity to explore what makes this unofficial coffee capital so prominent. Take the time to visit the city’s iconic laneways filled with hole-in-the-wall coffee shops, be exposed to the craft of coffee making in the suburban fringes and walk away with a greater appreciation of why this largely consuming nation celebrates quality in every cup. GCR

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Registration for the International Coffee Expo as an attendee or exhibitor is now open. Follow @melbournecoffeeexpo on social media to be notified when the MICE2023 Showguide is released and for the latest on training sessions and business opportunities.

This article was first published in the March/April 2023 edition of Global Coffee Report. Read more HERE.

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