MICE marches into March but Coffee brand interest appears nonexistent

The Melbourne International Coffee Expo (MICE) is returning this year, earlier than usual. After successful stints in May, the show will be staged at the Melbourne Showgrounds 13-to-15 March 2015.

Six weeks out from the event and, somewhat surprisingly, no coffee machine brand is listed as an exhibitor. Over the past two years, Breville, Sunbeam, Nespresso, De’Longhi and Jura have all had stands of varying sizes and import, though none appear be participating this year. Private conversations with marketers from these companies reveals a belief that the show is too trade focused, specifically the cafe/barista industry, with not enough effort by the organisers to attract consumers and influencers to the event.

In addition to coffee tasting and machine demonstrations, MICE also plays host to the Australian Specialty Coffee Association National Coffee Championships.

For what it’s worth, Appliance Retailer attended the show in 2013 and found to be professionally run and a very enjoyable day, though it is true that I almost overdosed on caffeine by mid-afternoon.

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