MICE2024 less than one month away

The Melbourne International Coffee Expo (MICE) will make its return from 12 to 14 May 2024, and introduce the country to some of the world’s leading products and innovations.

This year the Expo will introduce new concepts and ideas that will continue its relevance in the coffee market, including the addition of panel discussions led by Wendy Hargreaves, which will see industry leaders present on a range of relevant topics around innovation, market challenges, industry longevity, sustainability, and practical themes dedicated to café operations.

“MICE is a platform for the Australian coffee community to unite, but it should also be a place to gain education, better understand information and topics that can support and grow a business, and inspire an individual’s career within the coffee industry,” says MICE Show Director Lauren Chartres.

For the first time in 2024, MICE will host an on-site competition to crown Australia’s Favourite Coffee. Australia’s Favourite Coffee Award will be the first competition in Australian history solely judged by consumers and café owners, allowing them to live the life of a coffee judge for a day.

“This is an award for the people, and judged by the people of MICE,” says Lauren. “We know how discerning Australia’s coffee customers can be. They’re the real test, the toughest critics, and a real portrayal of what it takes to cut through to the Australian market.”

The competition will be open to all roaster exhibitors, with any category of coffee eligible to enter. Visitors will vote for their favourite coffee throughout the event. The roaster with the highest number of public votes via the MICE app, or through QR codes at roaster’s stands, will win the title of Australia’s Favourite Coffee.

The awards will run in addition to the annual MICE Product Innovation Awards, which celebrate innovation, and products that make a positive impact to the growth of the industry.

Australia’s Richest Barista competition, which made its debut during the 2023 edition of MICE, will also return for a second year. In the knockout-style tournament, competitors battle it out to be crowned Australia’s Richest Barista and claim their share of a $40,000 prize pool.

“We want to offer an exciting competition format, while giving baristas a chance to walk away with a significant amount of money that will make a difference in their lives,” says Lauren.

“MICE is more than just an expo. It serves as a platform to unite the coffee community. It’s a place to share international machine releases, a one-stop- shop for cafés to connect with the right roaster to represent their brand, and a chance to show the global coffee community that Australia is a place of innovation and inspiration for world trends and standards.”

For more information, visit internationalcoffeeexpo.com