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MELBOURNE, Australia – The Melbourne International Coffee Expo (MICE) continues to prove itself as a World’s Destination for Coffee with its addition of Trip to Origin to the event’s program. The new feature will welcome coffee farmers, green bean traders, coffee boards and embassies from the world’s coffee origin hot spots to address the challenges and opportunities that coffee growers face within a dedicated space of the show floor to touch, taste and smell coffee at its source.
Designed to foster both connection and education, Trip to Origin will feature an education stage built for panel discussions and presentations, interactive tasting areas, and opportunities for direct engagement, helping to close the knowledge gap between consumers and origin communities.
Siobhan Rocks, MICE Show Director and General Manager of Events at Prime Creative Media explains that Trip to Origin’s genesis stems from “harnessing the success of the Australian Latin American Business Association (ALABC) at MICE”.
The ALABC occupied multiple stands at MICE 2025 while offering tastings, providing insights into the start of the coffee supply chain, and showcasing the intricate process of coffee production.
“Trip to Origin builds on that success by introducing a whole new layer of insight and engagement,” she continued. “Given the incredible turnout at last year’s event, it’s vital we continue to grow our audience’s understanding of and relationship with the farmers and traders; the beating heart of the industry.”
The most enthusiastic Baristas, Roasters and Coffee Lovers dream of travelling to origin one day, to see the hard work that farmers around the world put into growing the best coffee. Few, however, will ever be given the opportunity to connect with farmers at that level.
At the same time, many consumers don’t know where coffee comes from, and all the work that goes into growing coffee and the challenges that coffee farmers around the world are facing.
By recreating the sights, stories and flavours of origin on the MICE show floor, this feature gives visitors a taste of what it’s like to travel to the source. It’s a chance to ask questions, hear firsthand experiences, and explore the journey of coffee from crop to cup without leaving Melbourne.
