MICE 2027 brings origin to Melbourne
Image: Property of Prime Creative Media
The Melbourne International Coffee Expo (MICE) is proud to confirm the return of Trip to Origin as a dedicated feature of MICE 2027, building on the success of its show floor debut at MICE 2026.
The Trip to Origin feature exists to bring the voices of coffee-producing regions directly into the conversation at MICE.
This year’s dedicated area of the expo represented coffee farming countries including Uganda, Brazil, Fiji, Kenya, Papua New Guinea, Indonesia, Vanuatu and Samoa. The unique space hosted educational talks, cuppings and facilitated conversations to give attendees a rare opportunity to connect with the people and places behind the coffee in their cup, and support connections between producers and buyers.
Trip to Origin’s 2026 debut drew strong feedback from exhibitors, with producing nations and organisations reporting valuable leads and meaningful connections with Australian industry professionals.
Her Excellency Ms Dorothy Samalie Hyuha, who represented Uganda at Trip to Origin, says exposure to the Australian coffee industry is vital in the education and advocation for Ugandan coffee production.
“Participating in events such as MICE go a long way to expose coffee lovers and coffee drinkers to the unique flavours in Ugandan coffee,” she says.
For 2027, Trip to Origin is set to showcase an expanded program that gives producing regions more space to tell their stories, showcase their coffee and build connections that lead to lasting trade relationships.
The 2027 program builds on a successful 2026 edition with an expanded stage program across three days, bringing green bean producers, traders, importers and storytellers directly to the floor. Sessions will span trade and consumer audiences, covering production, sourcing, sustainability and regional insights from growing regions across the globe, with cupping sessions running alongside to give attendees a direct sensory connection to origin.
The space itself has been designed to immerse visitors in the world of green bean coffee, with lush greenery, relaxed lounge seating and a supply chain display tracing coffee from crop to cup.
Exhibiting nations and organisations will receive a dedicated stand, the opportunity to host cupping sessions and deliver talks to a highly engaged industry audience, pre-show marketing inclusions, and a listing on the Trip to Origin webpage, all designed to maximise visibility and drive genuine commercial outcomes.
Don’t wait. Embassies, industry boards, producers and organisations interested in Trip to Origin 2027 involvement opportunities are encouraged to contact the MICE sales team now to begin the conversation.
Mike Wilson
P: +61 466 609 732
E: mike.wilson@primecreative.com.au
Internationalcoffeeexpo.com/get-involved/
