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1 australia s coffee show 15th-18th May INTERNATIONALCOFFEEEXPO.COM proud hosts of coffee packing solutions
2 Following the overwhelming success of the 2013 Melbourne International Coffee Expo, the 2014 show is set to continue as the largest and most dynamic coffee event for the coffee industry in the Australasian region. MICE2014 will again bring the industry together, officially commencing with the Global Coffee Review Leaders Symposium, where the industry s most influential voices gather from around the globe to discuss pressing issues around the growth and development of the international coffee industry. Then the fun begins at MICE2014, a dedicated four-day event showcasing 150 exhibitors. We will continue to build on the features that have made previous events successful for sponsors, exhibitors and attendees. The region s business leaders will come together to educate, inform, network and do business. MICE2014 will proudly host the World Latte Art, World Coffee in Good Spirits and World Cup Tasters Championships in conjunction with the AASCA coffee championships, including the prestigious Australian Barista Championship, amongst other events. With MICE bringing these globally recognised events to Melbourne, we can again showcase our specialty coffee scene and cement its growing reputation as one of the best in the world. The four-day expo also provides an opportunity to attend satellite events in and around Melbourne, including roasting workshops, café tours, and endless networking opportunities to meet and greet the world s top coffee industry personalities and decision-makers. Clint Hendry, Show Director Clint.Hendry@internationalcoffeeexpo.com
3 THE SETTING As the coffee capital of Australia, Melbourne is the ideal setting for a world-class coffee event. MICE2014 will take place at the Melbourne Showgrounds Grand Pavilion, a state-of-theart venue with a purpose built semi-permanent structure to house even more exhibits. WORLD-CLASS EDUCATION & TRAINING MICE2014 will continue to provide leading edge professional development. From barista training to roasting, cupping classes and more, internationally accredited trainers will be offering world-class education. AUSTRALIAN INTERNATIONAL COFFEE AWARDS The Royal Agricultural Society of Victoria will host its nationally recognised roasting awards. Roasters large and small are invited to submit entries across 10 classes, designed to identify a range of Australia s best-roasted coffee saw an impressive 780 entries for the competition, with winners announced at MICE2014. SATELLITE EVENTS The MICE2014 team will serve as a central point in coordinating satellite events pre, during and post show. Using its media partners and official show media (print, online and social media platforms), the team will communicate key events to high calibre attendees, and ensure maximum education, marketing and networking opportunities are taken advantage of. GLOBAL COFFEE REVIEW LEADERS SYMPOSIUM The world s leading coffee-focused business publication will host the 2014 Global Coffee Review (GCR) Leaders Symposium, welcoming international experts to speak on pressing industry issues, and offering exclusive networking opportunities in an intimate environment. In 2013 GCR hosted over 100 senior executives. WORLD-CLASS BREW BAR The brew bar is back for 2014, featuring world-class baristas serving some of the world s finest coffee through multiple brewing methods including espresso, syphon,cold drip and pour-over. These methods are gaining increased ground in Australia s vibrant coffee scene. AUSTRALASIAN SPECIALTY COFFEE ASSOCIATION The Australasian Specialty Coffee Association (AASCA) is an integral part of MICE2014. Learn more about the association s role in education, training, and national and international competitions. In 2014 MICE will again play host to the AASCA Coffee Championships to include the Australian Barista Championship amongst others. World coffee competitions In 2014, MICE will have the pleasure of hosting the World Latte Art, World Coffee in Good Spirits and World Cup Tasters Championships. These competitions, produced annually by World Coffee Events, will attract participants and their entourages from around the world to MICE2014. The result at MICE2014 will be a gathering of some the most influential, knowledgeable and talented coffee personalities globally.
4 A perfect storm for coffee lovers is brewing in Melbourne - The Herald Sun The event paid tribute to Melbourne s status as a coffee mecca. - The Herald Sun Melbourne takes its coffee seriously the Melbourne International Coffee Expo 2013 is a big deal. - The Saturday Age This is a world event. If there was ever a time to let loose a little bit, it s now. (Nolan Hirte, Proud Mary) - The Sunday Age The expo will provide a wealth of networking opportunities, along with highly informative roasting workshops and café tours. - Hospitality Magazine Caffeine fiends, rev your coffee grinder engines for 8000 square meters of coffee tradeshow action at Australia s biggest coffee expo ever. - Time Out Melbourne Melbournians know our city is the centre of the coffee world until the inaugural Melbourne International Coffee Expo of last year, Australia didn t have a proper platform to push its caffeine agenda. - Time Out Melbourne More than 11,000 visitors witnessed the most international coffee event Australia has ever seen. MICE2013 welcomed coffee boards from around the world, and leaders of specialty coffee associations from America, Europe and Asia. - Global Coffee Review MICE2013 was a tribute to the strength of the Australian coffee scene. Almost every major Australian roaster, equipment supplier and green bean trader was represented together under the one roof a true testament to our prospering industry. - BeanScene magazine The expo is the country s largest event designed specifically for the coffee industry. - Hospitality Magazine
5 Our advice, make sure you get in nice and early and book your flights to Melbourne for MICE 2013 because if you love coffee as much as we do then it s a must. - Dimattina Coffee Blog After two exceptionally busy industry-only days, we were preparing for an onslaught of people as the exhibition opened to the public, taking busy to a whole new level. - Five Senses Coffee Blog I believe the Coffee Expo will be successful. Anything that creates demand and desire among consumers is a good contribution to the industry. It will be a good event to experience innovation and new features of coffee machines. - connectedaustralia.com The expo will be great for retailers to take advantage of as it is an opportunity to experience the latest models and also receive relevant training and skills. (Scott Duncan, E&S Trading) - connectedaustralia.com With the dust settled after a comprehensive week of coffee and festivities, we can now look towards MICE Coffee Supreme Blog More than 10,000 people caffeined up at this weekend Melbourne is officially the coffee capital of the universe. - Wendy Highest overall coffee quality of any international show I ve been to. - Five Senses
6 MICE2014 is where coffee business engagement happens. This unique gathering of industry representatives affords the opportunity for businesses from around the world to meet and discuss trade opportunities. The nature and location of the Melbourne Showgrounds, VIP lounges and training rooms provides exhibitors and participants representing critical links in the supply chain the opportunity to connect. TRADE FLOOR MICE2014 will take place on 14,000 square metres of space, welcoming over 150 exhibitors. Exhibitors will have access to meeting spaces and cafés, and will receive priority access to endorsed MICE2014 social events. WHO WILL COME MICE2014 is the ideal venue for coffee roasters, equipment manufacturers and distributors, service companies, national coffee boards, green bean traders, complementary product providers, café owners, and more. ASIA PACIFIC Asia is a booming coffee market, with traditionally tea-drinking nations now turning to coffee. Melbourne is an ideal strategic location for an Asia Pacific event, with a significant number of its attendees travelling from neighbouring Asian nations to learn from Australia s coffee culture. POSITION YOURSELF AS AN INDUSTRY LEADER MICE2014 will not only attract the region s top brands, but prominent coffee-related companies from all over the globe. Ensure your company is on the exhibitor list and positioned as a leader within the modern coffee industry. QUALIFIED/ENGAGED AUDIENCE MICE2014 will attract the highest calibre of attendees as a trade-focused, dedicated coffee event. Attendance will be restricted to trade only for two days, and the quality of attendees is set to be one of the best on the 2014 international calendar. GENERATE LEADS AND SALES Feedback from MICE2013 proved that the quality of attendees directly translated into sales closed on the stands and a high number of sales leads. ENGAGE IN TRADE AND PUBLIC COMMUNICATION As the most public event on the global coffee calendar, participation in MICE2014 will ensure that your brand receives recognition in the international coffee community, alongside the world s top coffee industry representatives. CAPITALISE ON YOUR MAJOR MARKETING CAMPAIGN MICE2014 will provide the ideal platform, allowing you to leverage and build on your marketing campaigns by engaging directly with existing and potential customers.
7 MICE2014 is brought to you by Prime Creative Media, publishers of BeanScene magazine and Global Coffee Review. Our dedicated coffee team will ensure that participating companies get the maximum benefit from the show, in taking advantage of the most significant coffee event to take place on Australian soil. Through a widespread media campaign and record international coverage and participation, MICE2014 is the ideal opportunity to grow your business. 51% attended to check out new products, place orders and appoint new suppliers 21 were café owners % 11,366 18% people attended mice 2013 were coffee roasters Sales Enquiries For sales enquiries, contact Kate Wilkinson Kate.Wilkinson@primecreative.com.au or call Figures based on registration questionnaire. Exhibitors not included in statistics.
8 contact or kate.wilkinson@primecreative.com.au INTERNATIONALCOFFEEEXPO.COM
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