By Patrick Avenell
Sunbeam has announced its sponsorship of the 2013 Melbourne International Coffee Expo (MICE2013), being held at the Melbourne Showgrounds on 23-to-26 May 2013.
According to its website, MICE2013 will be a coffee exhibition and conference like none other in Australia or possibly the world.
“MICE2013 will bring together the World Barista Championship, the World Brewers Cup, the inaugural Global Coffee Review Symposium and Australia’s largest dedicated coffee trade show for a once in a lifetime event.
“In hosting the World Barista Championships and World Brewers Cup, the MICE2013 will be the culmination of decades of hard work that have seen the Australasian industry develop what is now being recognised as one of the strongest specialty coffee scenes in the world.”
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Sunbeam general manager, marketing, John Turnbull said this was a perfect opportunity to showcase Sunbeam’s coffee machine appliances.
“Sunbeam is extremely proud to sponsor and be a part of such an important event for the coffee industry,
he said. “Sunbeam is one of the leaders in innovation of domestic coffee machines and makes commercially inspired products available to every Australian household.
“While Sunbeam is renowned for its extensive range of kitchen and domestic appliances, MICE2013 will provide the perfect opportunity for us to also showcase our flagship coffee machine, the EM7000 Cafe Series Espresso Machine.”
Sunbeam joins Pura, Espresso Mechanics, Equal, Iveco, Cafetto, Jet Technologies, Vitasoy and BeanScene as a Platinum sponsor. Exhibitors include Breville, Jura Australia and Lavazza.
Meanwhile, Sunbeam has this week be celebrating another successful partnership with Channel Seven’s hit cooking show My Kitchen Rules.
“Sunbeam’s diverse range of appliances lends itself so well to Australia’s highly successful reality cooking shows,” Turnbull said. “Our products are designed with passionate home cooks in mind so programmes such as My Kitchen Rules showcase our ethos of tailoring products to the needs of everyday Australians.”